Isabela Burns
Professor Begert
English 101
Advertisement Analysis Paper #2
Final Draft
Analysis of Anti-Smoking Advertisements
In a single day, we see on average 5,000 advertisements. That means literally every 11.52 seconds, we are subjected to some idea or branding message (1). Though these advertisements are competing against opposing brands, some may leave a larger impact on you than others. Advertisements leave us with lasting impressions, and can help us develop our beliefs on certain topics or ideas. Advertisements promote certain products, events, or ideas. Anti-smoking advertisements are popular today, and are very powerful. These advertisements use different techniques to appeal to the viewer, all of which influence us greatly. I have viewed a number of anti-smoking/anti-tobacco advertisements, and I have observed how companies differently approach presenting the same or similar ideas in their advertisements.
Khaleej Times, Dubai's daily English-language newspaper posted an advertisement, in 2007 (2). It reads, " 5.4 million die of smoking related causes every year. That’s 2,000 times 9/11.", in small black print in the middle of the page. Under the phrase, it shows two cigarettes standing up right, lit. Smoke billows from the tops of the cigarettes. The background is bright white, which forces the viewer of the advertisement to focus on the text centered in the middle of the page, and the cigarettes. The picture mimics the famous image of the twin towers in New York, after being bombed on September 11th. The cigarettes, being the burning twin towers. The resemblance of the two images immediately brings 9/11 to the mind of the viewer. September 11th, 2001 is widely known for it's ungodly amount of deaths, making it a relatable and understandable topic. We do not realize how many deaths a year are related to smoking. This advertisement puts it into perspective, linking the amount of deaths from 9/11 to the amount of smoking related deaths a year. The advertisers use two topics that many people feel strongly towards. This advertisement targets an audience that can relate to either 9/11 or a death related to smoking. This advertisement displays two rather sensitive subjects, which help the viewer connect their lives with the information given. This advertisement's purpose could be to persuade a current smoker to quit, or someone to convince a loved one to quit smoking.
In March 2005, the company Pro Smokefree in Germany sent out another anti-smoking advertisement (3). It reads, "Tobacco smoke is responsible for 80 to 90 percent of all lung tumors." in big bold black lettering. In smaller print it has more facts such as, "Passive smoking raises the risk of contracting lung cancer by 25%.", "Smokers are facing a two times higher risk of suffering from cerebral apoplexy.", and "With tobacco smoke over 40 cancer-causing substances are inhaled." Above these various facts there is an image of hundreds of cigarettes, shaped to resemble a pair of human lungs. The background is a blank light green, keeping the focus on the large pair of lungs made up of cigarettes. These advertisers are simply implying with this image, that if you use tobacco eventually it will take over your lungs. You will no longer have control of one of your vital organs. While everyone has lungs, this advertisement is easily relatable.The image helps us realize the consequences of smoking tobacco, while they also list more. This advertisement targets audiences that smoke tobacco currently, or possibly someone that is considering picking up the habit. The advertisement could easily be applied to anyone, considering everyone has lungs and the ability to contract lung tumors. This advertisement could also be aimed towards current smokers, convincing them to not smoke around others, subjecting them to their second-hand smoke.This advertisement could appeal to basically anyone, therefore it makes a large impact on how we see tobacco. This advertisement is persuasive and convincing because it provides us with information and facts about the consequences, and shows a striking image.
In October 2011, the advertising agency Magnum Intergrafiks of Mangalore, India, published another striking anti-tobacco advertisement(4). The advertisement shows nothing but a hand. The hand is holding a tiny bright red stick of dynamite between its' middle finger and pointer finger, as if it were a cigarette. The hand is bare, with no jewelry, as well as the finger nails with no nail polish on them. The bare hand and the blank background make us focus on the small explosive in the middle of the page. On the wick of the dynamite it reads, "Quit before it explodes.". In the corner of the advertisement in large lettering is says "STOP SMOKING" in bright red, which stands out because the background of the advertisement is plain light gray. In smaller letters, it reads "Don’t let smoking make fatal diseases explode in you. Say no to smoking...". In tiny, almost unreadable lettering it says "Issued in the public interest by Magnum Intergrafiks." This advertisement is convincing because it provides useful information, and makes a comparison between a cigarette and a small stick of dynamite. It helps us realize that like dynamite, cigarettes are destructive too. This advertisement is targeted towards anyone who is a current tobacco smoker, or anyone that is possibly considering picking up the habit. It could also appeal to any viewer, just to inform them about the consequences of smoking. It could be seen as a warning to anyone, and a message to steer clear of tobacco.
All of these advertisements are effective, and they all use various techniques and ideas to help persuade the viewer. While these advertisements use different tactics, one they seem to have in common is making the situation relatable to one's personal daily life. If a viewer can relate to the idea, they can easily understand the new knowledge, and connect it to what they already know about the topic. While these advertisements represent the same or similar ideas, they use different techniques, which they feel will be the most effective or powerful. These advertisements influence us, and others' decisions. The examples of advertisements that I have listed display the consequences of using tobacco, which helps the viewer realize how cigarettes can and will impact their lives . Good advertisements are memorable. These advertisements leave us with a lasting impression, making them successful. When we are presented with the consequences of cigarettes, or tobacco in general, we develop the idea or belief that tobacco is
harmful and to stay away. That is the point of these advertisements, to make the viewer stay away from tobacco, or possibly quit. The images paired with the facts presented, serves as a warning as well as providing us with new knowledge. We are warned, and shown the consequences of tobacco, if we chose to ignore the warning. While these advertisements display just a few of the various techniques used by advertisers today, they all prove to be successful.
Sources Cited:
1. N.p., n.d. Web. (https://www.google.com/search?q=how+many+ads+do+we+see+a+day&oq=how+many+ads+do+we+see+a+day&aqs=chrome..69i57.4319j0j7&sourceid=chrome&es_sm=122&ie=UTF-8)
2. "Marketing and the Exploitation of 9/11." N.p., 06 Nov. 2015. Web. (http://www.euronews.com/2011/09/08/marketing-and-the-exploitation-of-911/)
3. "Pro Smokefree: "CIGARETTE LUNG" Print Ad by Fahrnholz & Junghanns & Raetzel Werbeagentur (FJR)." N.p., 05 Nov. 2015. Web. (http://www.coloribus.com/adsarchive/prints/pro-smokefree-cigarette-lung-7194705/) 4. "No Smoking Ads." N.p., 06 Nov. 2015. Web. (https://adsoftheworld.com/forum/122194)
Tuesday, November 10, 2015
Monday, November 9, 2015
Taking Stock of your Writing
1. How did you go about analyzing the text? What methods did you use—and which ones were most helpful?
2. How did you go about drafting your essay?
3. How well did you organize your written analysis? What, if anything, could you do to make it easier to read?
I'm hoping my essay is successfully organized. My essay could possibly be easier to read if I didn't include the images of the advertisements in between the paragraphs but i think it really helps the reader understand my analysis.
I'm hoping my essay is successfully organized. My essay could possibly be easier to read if I didn't include the images of the advertisements in between the paragraphs but i think it really helps the reader understand my analysis.
4. Did you provide sufficient evidence to support your analysis?
I believe I provided sufficient evidence to support my analysis. I went into detail, describing the advertisements.
I believe I provided sufficient evidence to support my analysis. I went into detail, describing the advertisements.
5. What did you do especially well?
One of the stronger aspects of my paper is probably how deeply I described the advertisements, to make the image come alive in the readers' mind.
One of the stronger aspects of my paper is probably how deeply I described the advertisements, to make the image come alive in the readers' mind.
6. What could still be improved?
I feel that my conclusion paragraph could use some imporovement, but I just couldn't figure out how to word what i was trying to say. I feel as if it doesn't "flow" nicely.
I feel that my conclusion paragraph could use some imporovement, but I just couldn't figure out how to word what i was trying to say. I feel as if it doesn't "flow" nicely.
7. Did you use any visuals, and if so, what did they add? Could you have shown the same thing with words?
I did add visuals after my rough draft was edited and someone had suggested I add them to my analysis. I feel like the visuals will help the reader understand my analysis better. I described the advertisements as well which could be helpful because one of the advertisements is slightly blurry.
I did add visuals after my rough draft was edited and someone had suggested I add them to my analysis. I feel like the visuals will help the reader understand my analysis better. I described the advertisements as well which could be helpful because one of the advertisements is slightly blurry.
8. How did other readers' responses influence your writing?
9. What would you do differently next time?
Next time, I might choose advertisements that weren't directly related. While it was interesting, I feel like I was constantly repeating myself. Also, the first time I chose my advertisements I didn't check to see where they came from so when I went to analyze them, I had no idea where they came from and I had to restart. So, next time I would make sure I knew who had published the advertisements.
Next time, I might choose advertisements that weren't directly related. While it was interesting, I feel like I was constantly repeating myself. Also, the first time I chose my advertisements I didn't check to see where they came from so when I went to analyze them, I had no idea where they came from and I had to restart. So, next time I would make sure I knew who had published the advertisements.
10. Are you pleased with your analysis? What did it teach you about the text you analyzed? Did it make you want to study more works by the same writer or artist?
I am pleased with my essay, but not so much with my conclusion paragraph. Analyzing these advertisements taught me that there are many different techniques that advertisers use to get their point across.
I am pleased with my essay, but not so much with my conclusion paragraph. Analyzing these advertisements taught me that there are many different techniques that advertisers use to get their point across.
11. What are the transferrable skills you can take from this into other writing situations?
After writing this analysis, I have learned that I should really plan out my writing instead of just beginning with no plans. I feel like I should keep this in mind whenever I am writing, so I am successful.
After writing this analysis, I have learned that I should really plan out my writing instead of just beginning with no plans. I feel like I should keep this in mind whenever I am writing, so I am successful.
Thursday, November 5, 2015
In Class Lab: 11/5 Collaborative Exercise
Bela Burns
http://getmobetter.com/the-naked-truth/
This is an advertisement for Naked brand juice. This advertisement
explains that they ( The Naked company ) doesn’t have anything to hide, because
their products are 100% all natural. They tell us that they use 100% juice.
This advertisement makes us wonder if other brands do have something to
hide? The advertisement uses the color
green as the main color for this ad. The color green is commonly associated
with “natural” products. By using this color scheme, and using the phrase “100%
juice”, the advertisement helps us see this product as healthy and natural. If I
were to advise this advertisement for a different audience, possibly one that wasn’t
so environmentally concerned, I would add information about the taste of this
product. I could also mention something about the unusual color of the drink, making
it unique. If I were to create this advertisement in another medium, I would
change it to a commercial. I would still use the same color scheme, and use the
idea of the product being all natural. I could also include music and videos
that interest the viewer.
Naked. Advertisement. The Naked Truth. Jul. 2013, Web. 5 Nov 2015.
Holly Snider
Naked. Advertisement. The Naked Truth. Jul. 2013, Web. 5 Nov 2015.
Holly Snider
This ad thinks using high definition toothpaste will brighten smiles. It implies that white teeth are better. It appeals to people because they want a straight, white smile like the person shown in the picture. The words “up to 3x better whitening” supports its position of white teeth are better. The image of the girl with the bright smile persuades people to think she got that smile by using this toothpaste. There aren’t very many people out there who do not want or like bright white smiles, so that pretty much covers the audience perspective part of it. But if it were to be revised it could have more information and facts about the toothpaste. For example, including the whitening ingredients. Using the white background makes the words “ILLUMINATE YOUR SMILE” really pop out. The woman look really happy with her smile and most peoples over-all goal is to achieve happiness so by obtaining a beautiful smile you will be that much closer to being happy. Using this HD toothpaste makes people happy. If the medium were to be changed it should be put in a magazine, because magazines have large audiences and a lot of magazines discuss ways to better yourself and this ad does just that.
Illumipearls. Advertisement. Illuminate Your Smile, 2014. Web. 5 Nov. 2015.
http://www.macleans.com.au/other-products.desktop.html
Leah Nieman
My group chose an advertisement on Coke. It takes a position on how you should have your young child drink coke soda, in order for them to have a “higher chance of gaining acceptance and ‘fitting in’ during those awkward pre-teen and teen years”. They make this claim saying that laboratory tests have proven this to be true.
This advertisement does not appeal to us as a group. We all take the stance that young children, and especially babies would not benefit from sugary drinks. In the advertisement, the words it uses to support their claim of how babies would benefit later in adolescence from drinkingCola would be the title, “For a better start in life, start Cola earlier!” The images they use is a smiling mother and child, looking like they are on top of the world, giving the impression that they are happy with the Cola product and an open bottle of Cola in the left hand corner. If we were to revise this ad, we would have the baby be drinking the soda, and the mother happily watching. Another medium we would choose for this advertisement would not be on paper, but on the crates of Cola sodas. We think that this would be more effective in reaching to the people who are buying the product.
"For a better start in life…” hoaxes.org Museum of Hoaxes, 26 Apr. 2012. Web. 5 Nov. 2015.
Grace deMeurisse:
My group chose one of our three to four ads to be this e-card, satirically talking about tests in school. This ad is relating the amount of school work and the intensity of tests to how student's brains are beginning to shut down.
School's these days are beginning to set unrealistic standards with an emphasis on a general spectrum of a topic, and expect all kids to be inclined towards the subjects they're being tested on. The result is a mental shut down, and discouragement amongst the student body. For example, in Washington State, you must pass the Algebra 1 EOC (End of Course Exam) to graduate high school. If you don't pass it, you must retake it until you do pass it. This places unnecessary stress on students who may not be inclined towards math, however who may be prodigies in literature or artistic based subjects.
School's these days are beginning to set unrealistic standards with an emphasis on a general spectrum of a topic, and expect all kids to be inclined towards the subjects they're being tested on. The result is a mental shut down, and discouragement amongst the student body. For example, in Washington State, you must pass the Algebra 1 EOC (End of Course Exam) to graduate high school. If you don't pass it, you must retake it until you do pass it. This places unnecessary stress on students who may not be inclined towards math, however who may be prodigies in literature or artistic based subjects.
As a result of having to consistently retake, or simply waste time on these tests, you're missing important lectures and material covered in class, which you'll then be behind on as well, only making school harder, resulting in your brain shutting down not only after "we take tests" however simply from an overload of school work.
If I work to change the medium of the advertisement, I would put it on a billboard with large bolded letters, and broadcast it outside of every building with any school affiliation to blast the message and make it loud and clear about the excess of unrealistic expectations regarding school work and testing in high schools.
Citations:
"The human brain is amazing. It functions 24/7 from the time we were born. . ." Cartoon.Pinterest. Your ecards.
In Class Lab: 11/5
In the past few days, I have had to take a position on:
- What movie to see in theaters with the family.
- What to eat for dinner / where to eat.
- Commenting on social media.
- Writing my analysis.
- What music to listen to in the car.
Tuesday, November 3, 2015
Rough Draft of Paper #2
Isabela Burns
Professor Begert
English 101
Advertisement Analysis Paper #2
In a single day, we see on average 5,000 advertisements. That means literally every 11.52 seconds, we are subjected to some idea or branding message. (1) Though these advertisements are competing against opposing brands, some may leave a larger impact on you than others. Advertisements leave us with lasting impressions, and can help us develop our beliefs on certain topics or ideas. Anti-smoking advertisements are popular today, and are very powerful. These advertisements use different techniques to appeal to the reader, all of which influence us greatly. I have viewed a number of anti-smoking/anti-tobacco advertisements, and I have observed how companies differently approach presenting the same or similar ideas in their advertisements.
Khaleej Times, Dubai's daily English-language newspaper posted an advertisement, in 2007 (2). It reads " 5.4 million die of smoking related causes every year. That’s 2,000 times 9/11.", in small black print in the middle of the page. Under the phrase, it shows two cigarettes standing up right, lit. Smoke billows from the tops of the cigarettes. The background is bright white, which forces the viewer of the advertisement to focus on the text centered in the middle of the page, and the cigarettes. The picture mimics the famous image of the twin towers in New York, after being bombed on September 11th. The cigarettes, being the burning twin towers. The resemblance of the two images immediately brings 9/11 to the mind of the viewer. 9/11 is widely known for it's ungodly amount of deaths, making it a relatable and understandable topic. We do not realize how many deaths a year are related to smoking. This advertisement puts it into perspective, linking the amount of deaths from 9/11, to the amount of smoking related deaths a year. The advertisers use two topics that many people feel strongly towards. This advertisement targets an audience that can relate to either 9/11 or a death related to smoking. This advertisement displays two rather sensitive subjects, which help the viewer connect their lives with the information given. This advertisement's purpose could be to persuade a current smoker to quit, or someone to convince a loved one to quit smoking.
In March 2005, the company Pro Smokefree in Germany sent out another anti-smoking advertisement(3). It reads "Tobacco smoke is responsible for 80 to 90 percent of all lung tumors." In big bold black lettering. In smaller print it has more facts such as "Passive smoking raises the risk of contracting lung cancer by 25%.", "Smokers are facing a two times higher risk of suffering from cerebral apoplexy.", and "With tobacco smoke over 40 cancer-causing substances are inhaled." Above these various facts there is an image of hundreds of cigarettes, shaped to resemble a pair of human lungs. The background is a blank light green, keeping the focus on the large pair of lungs made up of cigarettes. These advertisers are simply implying with this image, that if you use tobacco eventually it will take over your lungs. You will no longer have control of one of your vital organs. While everyone has lungs, this advertisement is easily relatable.The image helps us realize the consequences of smoking tobacco, while they also list more. This advertisement targets audiences that smoke tobacco currently, or possibly someone that is considering picking up the habit. The advertisement could easily be applied to anyone, considering everyone has lungs and the ability to contract lung tumors. This advertisement could also be aimed towards current smokers, convincing them to not smoke around others, subjecting them to their second-hand smoke. This advertisement is persuasive and convincing because it provides us with information and facts about the consequences, and shows a striking image.
In October 2011, the advertising agency Magnum Intergrafiks of Mangalore, India, published another striking anti-tobacco advertisement(4). The advertisement shows nothing but a hand. The hand is holding a tiny stick of dynamite, as if it were a cigarette. On the wick of the dynamite it reads, "Quit before it explodes.". In the corner of the advertisement in large lettering is says "STOP SMOKING", in bright red, which stands out because the background of the advertisement is plain light gray. In smaller letters, it reads "Don’t let smoking make fatal diseases explode in you. Say no to smoking...". In tiny, almost unreadable lettering it says "Issued in the public interest by Magnum Intergrafiks." This advertisement is convincing because it provides useful information, and makes a comparison between a cigarette and a small stick of dynamite. It helps us realize that like dynamite, cigarettes are destructive too.
All of these advertisements are effective, and they all use various techniques and ideas to help persuade the viewer. While these advertisements use different tactics, one they seem to have in common is making the situation relatable to one's personal daily life. If a viewer can relate to the idea, they can easily understand the new knowledge, and connect it to what they already know about the topic. While these advertisements represent the same or similar ideas, they use different techniques, which they feel will be the most effective or powerful. These advertisements influence us, and others' decisions. These advertisements display the consequences of using tobacco, making the viewer develop certain beliefs about tobacco. These advertisements leave us with a lasting impression, making them successful.
Pages 167-168 Drafting for Second Paper
Tentative Thesis: I have viewed a number of anti-smoking/anti-tobacco advertisements, and I have observed how companies differently approach presenting the same or similar ideas in their advertisements.
Evidence:
Evidence:
1st Advertisement:
Posted in 2007
From Khaleej Times, Dubai's english speaking newspaper
Two cigarettes mimic twin towers
2nd Advertisement:
March 2005
By Pro Smokefree
From Germany
Includes facts
Relatable because everyone has lungs
3rd Advertisement:
October 2011
Magnum Intergrafiks
The company is from India
Simple, keeps the focus on the hand holding the dynamite like a cigarette
Sources:
By Pro Smokefree
From Germany
Includes facts
Relatable because everyone has lungs
3rd Advertisement:
October 2011
Magnum Intergrafiks
The company is from India
Simple, keeps the focus on the hand holding the dynamite like a cigarette
Sources:
Opening:
In a single day, we see on average 5,000 advertisements. That means literally every 11.52 seconds, we are subjected to some idea or branding message. (1) Though these advertisements are competing against opposing brands, some may leave a larger impact on you than others. Anti-smoking advertisements are popular today, and are very powerful. These advertisements use different techniques to appeal to the reader, all of which influence us greatly. I have viewed a number of anti-smoking/anti-tobacco advertisements, and I have observed how companies differently approach presenting the same or similar ideas in their advertisements.
Conclusion:
While these advertisements represent the same or similar ideas, they use different tactics to do so.
In a single day, we see on average 5,000 advertisements. That means literally every 11.52 seconds, we are subjected to some idea or branding message. (1) Though these advertisements are competing against opposing brands, some may leave a larger impact on you than others. Anti-smoking advertisements are popular today, and are very powerful. These advertisements use different techniques to appeal to the reader, all of which influence us greatly. I have viewed a number of anti-smoking/anti-tobacco advertisements, and I have observed how companies differently approach presenting the same or similar ideas in their advertisements.
Conclusion:
While these advertisements represent the same or similar ideas, they use different tactics to do so.
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