How far will an advertiser go to grab the attention of it's audience? According to Jim Fowles, more advertisements draw to consumers attention with an eye catching image than text. He also points out that the average person is bombarded with hundreds of advertisements daily, so many that our brain filters out most of them leaving only a handful that reach our attention. So how does an advertiser get his advertisement noticed? While looking at the advertisement produced by DRAFT FCB + IDB for the CONAC Chilean Corporation Against Cancer, the question may also be when is it too much?
Clearly after reviewing this ad it is obvious that its target audience would be that of an adult who is surrounded by children. One may even go as far to say that it's target could be anyone with a heart. The image of the child screaming as he is being suffocated by what appears to be a clear plastic bag is gut-wrenching, and it is un-nerving. It reaches deep down into one's psyche and make them demand an answer to the question "WHY?". Drawn in to the advertisement's harshness, the consumer then reads the fine print underneath the child's face, "Smoking isn't just suicide. Its murder." These six little words are bold; and they can make the audience take a second look at this child's face to realize that he is suffocating in a cloud of cigarette smoke.
While flipping mindlessly through a magazine at her five year olds soccer game, a mom notices this ad and it grabs her by the throat and lets her know that she or someone she knows is killing her child. Some may say this advertisement isn't harsh enough, especially those being a part of an anti smoking campaign. While others may say this ad is just too much, maybe those who this ad was intended for. It pulled at just the right heart-string to strike a nerve. The advertisement did its job.
Jim Fowles states in his essay, Advertising's Fifteen Basic Appeals, that "and advertising message contains...