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Analysis of Anti-Smoking Advertisements

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Analysis¬†of¬†Anti¬≠Smoking¬†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¬† ‚Äúcool‚ÄĚ. It¬† is¬† very¬† much¬† advertised¬† against¬† on¬† television¬† today. Since¬† tobacco companies¬† don‚Äôt¬† advertise¬† on¬† television¬† the¬† anti¬≠smoking¬† 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¬† anti¬≠tobacco¬† company¬† campaign¬† that¬† has¬† really¬† gotten¬† people‚Äôs¬† attention. They aren‚Äôt¬† anti¬≠smoker¬† or¬† pro¬≠smoker,¬† they‚Äôre¬† simply¬† laying¬† out¬† the¬† facts¬† for¬† citizens¬† around¬† the world. They¬† want¬†people¬†to¬†be ¬†aware¬†of¬†how¬†harmful¬†their¬†‚Äúcool‚Ä̬†habit¬†really¬†is. Because¬†of¬†their facts¬† and¬† advertising¬† of¬† these¬† facts¬† they‚Äôve¬† 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¬†(‚ÄúThe¬†Power of¬†Advertising‚ÄĚ) The¬† most¬† commonly¬† used¬† advertising¬† technique¬† for¬† anti¬≠tobacco¬† 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  color orange  seems  to  tint  the entire  picture. Why  the  orange  tint? The  answer  is  simple. Orange  is  used  to   heal  lungs  and increase  energy  levels  (Color  Psychology). How  perfect  for an anti­smoking ad, such as  the one shown  in  Figure  1. Smoking  damages  your  lungs  and  can  be  the  cause  of other diseases, so the olor orange is quite ideal. The  arrangement  of  the  words  in  the  ad  featured  in  Figure  1  was  ideal. How  many  people go  to  the  bathroom  and  don’t  wipe? Nobody,  exactly! Everyone  would  see  that  if  that  were  to truly  be  advertised  on  toilet  paper. Silly  but  true. Also  the white color of the toilet paper and the black words on it make them stand out more. It sort of just draws your attention right to it. Another  technique  that  organizations,  like Truth, use is called a simple solution.

As¬†shown¬†in Figure¬† 2¬† smoking¬† kills,¬† therefore,¬† if¬† you¬† don‚Äôt¬† want¬† to¬† die,¬† don‚Äôt¬† smoke. To¬† them¬† it‚Äôs¬† a¬† simple solution. Fig. 2¬† The¬† effect¬† of¬† the ¬† woman¬† smoking¬† is¬† shown¬† through¬† the¬† smoke¬† noose¬† around¬† her¬† neck. (‚ÄúCreative¬†and¬†Clever‚ÄĚ) The¬† color¬† technique¬† is¬† again¬† used¬† in¬† Figure¬† 2. The¬† picture¬† is¬† very¬† dark,¬† it‚Äôs completely¬† grayscaled. The¬† color¬† gray¬† means¬† detached,¬† impartial,¬† neutral,¬† or¬† indecisive¬† (Color Psychology). The¬† picture¬† however¬† is¬† on¬† the¬† dark¬† side.

The¬† more¬† it¬† gets¬† darker¬† the¬† more mysterious¬† and¬† dramatic¬† it¬† is. This¬† is¬† displayed¬† by¬† how¬† the¬† smoke¬† forms¬† a¬† noose¬† around¬† the woman‚Äôs¬† head. She‚Äôs¬† smoking¬† but¬† what¬† she¬† doesn‚Äôt ¬† know¬† is¬† the¬† more¬† and¬† more¬† she¬† puffs¬† the closer¬†she¬†is¬†getting¬†to¬†death. Another¬† technique¬† that¬† goes¬† along¬† with¬†the¬† last¬†example¬†would¬†be¬†weasel¬†words. In Figure¬† 2,¬† the¬† words¬† at¬† the¬† bottom¬† of¬† the¬† ad¬† say¬† ‚ÄúKill¬† A¬† Cigarette¬† and¬† Save¬† A¬† Life. Yours. ‚ÄĚ Weasel¬† words¬† means¬† using¬† words¬† to¬† suggest¬† a¬† positive¬† meaning.

Just  because  you smoke does that  mean  you’re  going  to  die? Of  course  not. The  words  were  placed  in  the  ad  to  give  a  little more dramatic effect to the message they’re trying to portray. About  19  percent  of  all  adults  in  the  United  States  were  current  smokers  in  2011 (Centers  for  Disease). That  is  about  43. 8  billion  people  in  the  United  States  who  reported  to have  smoked  at  least  100  cigarettes  in  their  lifetime,  and  who  at  the  time  of  the  interview, reported to have smoked on a regular basis.

Every day about one thousand people  under the  age of  18  become  daily  cigarette  smokers  (Substance  Abuse). From  that  information  you  can  infer that  the  percentage  of  all  adults  that  smoke  today  is  most  likely  more than 20 percent. Tobacco companies  use  many  forms  of  advertising  techniques  to get their customers and the anti­smoking or  anti­tobacco  companies  and  campaigns  use  the  opposite  techniques. They  use  facts  and statistics  to  get  their  point  across. They  want  people  to  know what they are actually doing when they  smoke  a  cigarette.

That is  their main purpose as an organization or company and that is also their main technique for advertising against tobacco and smoking. I  believe  that   the  audience  these  type  of  organization  is  trying  to  spread  their message  to  would  be  anyone  over  the  age  of  18  that’s  legal  to  smoke. They  want  to  get  a message  out  and  expose  tobacco  companies  for  what they really are. They  just want the truth to be  known  and  for  people  to   be  educated  about  what  they are really doing.

They aren’t trying to make  people  quit  smoking  or  bash  tobacco  companies. They  just  want  to  make  people  more aware  of   how  harmful  smoking  really  is. It’s  like  how  your  parents  tell you not to do something. Does  that  mean  you’re  not  going  to  do  it? It  makes  you  want  to  do  it  more. They  don’t necessarily agree with your  actions and you may not realize what you are really doing when doing certain  things. Your  parents  just  try  to  educate  you  and  make  you  aware  of  your   actions  and what  the  consequences  could

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