"Smoking is not just suicide, its murder." The Chilean Corporation Against Cancer's Ad suggests smoking doesn't just effect the consumer, it effects everyone around them. Children exposed to secondhand smoke are just as vulnerable of getting a disease caused by direct smoking. As a society, we frown upon the usage of drugs, but when it comes to smoking we barely acknowledge the fact smoking is just as bad as any other drug. The agency Draftfcb's brutal depiction of smoking may have hard-hitting visuals but it makes it's point very clear. Children don't have a choice when it comes to secondhand smoke. Unfortunately, there is nothing they could do to stop it. The cruel strategy of the ad is what makes it so effect.
The innocent, vulnerable child is very eye-catching. The young boy is the focal point of the entire ad. His heartrending facial expression makes you imagine a loved one suffering in such a way he is. The haunting words "Smoking is not just suicide, it's murder" lie below him. Those words are necessary to the argument, they lead you to the conclusion of the effects of secondhand smoke on children. The black background gives a gloomy feel to the advertisement. The color black has multiple meanings. It usually has a negative connotation. In this specific advertisement, black is associated with fear and the unknown. If they had chosen any other color, the ad would not be as effective. The black background contributes to the ad as a whole. The black contrasts with the white smoke surrounding the boy’s face. The smoke enclosing the suffering child's face is shaped like a plastic bag. The child is wearing a brown shirt very similar to his hair color. The color brown is neutral and was most likely chosen to keep the focus on the child's facial expression. The Chilean Corporation Against Cancer ( CONAC) logo lies below the end of the focus of his shirt. The logo is very small compared to the advertisement as a whole. The logo and text are...
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