The ad gets the audience in touch with their inner emotions. Since it’s a small child the audience feels empathic and angry at whoever is causing this pain and discomfort to him. By including the child along with these dramatic facial expressions we feel guilty and almost responsible. I’m not even a smoker but just by analysing the ad I feel put to shame. That’s what makes this ad so successful and powerful. The image creates an emotion within an individual and gives them a reason to either stop or to never smoke. It’s also interesting how a six word headline can have such an effect of one’s perspective. By calling smokers “murderers” it is persuading them to quit however through guilt.
The picture is mainly surrounded by pathos, appealing to people’s emotions by showing the vulnerability of the kid. The first thing that caught my eye was the kid crying with such emotion that you can’t help to stop at look at them. As I kept looking at the pictures I felt rage and frustration due to the fact that I can’t do anything to stop this agony that the kid is suffering because of the smoke. The second thing that attracted me was the use of the smoke as a bag to prevent the kid from breathing and helping him to inhale more smoke and there for cry for his life. Even though the smoke is not always there the involuntary smoke inhalation can bring great harm to kids. The third thing was the black background that gave me the feeling that the kid is helpless and whatever he says or does to try and stop the smoke from invading his body is in vain because the smoker is going to keep on smoking until he is educated of the harm that secondhand smoke does, then that’s when he will stop.
The ad also uses logos, which appeals to the reader’s common sense. The ad does this by incorporating the quote “Smoking isn’t just suicide. It’s murder”(CONAC), by doing this the ad makes the audience thinks twice about smoking among non-smoking community and even more among children because of the harm that can cause to them. I think that the key word of the ad is “murder” this is because no one wants to be associated or accused of murder and overall the murder of an innocent life. The word “murder” in the also helps the reader to reason if they are truly committing a crime and therefore it helps to create a sense of guilt among the smoking community.
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