Analysis of AntiSmoking Advertisements
Smoking is becoming more and more of a problem throughout the world. Smoking cigarettes used to symbolize wealth and status in society. Today, smoking seems to be more of a trend to look “cool”. It is very much advertised against on television today. Since tobacco companies don’t advertise on television the antismoking companies already have a huge step ahead. More people than past decades have access to television and see these advertisements more than the ones tobacco companies post at businesses that sell tobacco products. Most people just walk right on by those kinds of ads with no idea that they are even there. Truth is an antitobacco company campaign that has really gotten people’s attention. They aren’t antismoker or prosmoker, they’re simply laying out the facts for citizens around the world. They want people to be aware of how harmful their “cool” habit really is. Because of their facts and advertising of these facts they’ve saved us as much as $5.4 billion in added health care costs in the first two years of their campaign.
Fig. 1 Short message about ammonia in cigarettes to increase the impact of nicotine (“The Power of Advertising”)
The most commonly used advertising technique for antitobacco companies or campaigns, such as Truth, would be facts and figures. They use facts to let people know what they are actually ingesting when they are smoking. Tobacco companies using an advertising technique called card stacking and truth does the exact opposite when using facts and figures to get their point across. Truth exposes tobacco companies for what they are and lets people know the real negative effects smoking has. An example of this technique is shown in Figure 1. Another technique used in Figure 1 would be color. The ...
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