Cigarettes Rhetorical Analysis

Almost 17% of the adult population in the United States smoke cigarettes. Smokers are more likely to develop heart disease, stroke, lung cancer or blindness. Cigarettes smoking is the leading preventable cause of death in the United States, so there are ranges of advertisements showing the harmful effects of cigarettes, and always telling people to do not smoke it, either by images, statistics or phrases. Among all advertisements that shocks, there is one in particular that it was not necessary a single word on it to do that. This ad is a colorful one that was created by the Roy Castle which is a lung cancer foundation, and was released on December 2007 on magazines and newspapers in the United Kingdom. It shows a white background with two cigarettes together forming a shotgun in the middle of it. This ad uses the three rhetorical appeals of logos, ethos and pathos through a single image. At the same time that the image shows that cigarettes can be deathly, it compares the dangerousness of the cigarette with the

The creator is a lung cancer foundation, which every day handles cases of lung cancer derived by smoking cigarettes, so they have credibility itself. The audience can realize that this foundation is trying to reduce the number of people who has lung cancer by reducing the number of people consuming the cause of it, cigarettes. The non-smoker audience who oppose cigarettes use would have a strongly connection with this ad, and would accept that it is credible because they and the foundation would have similar thoughts about this issue. However, the smoker audience of this ad may feel uncomfortable with it and may not believe on the credibility of the creator. First, because they may feel attacked and invaded by the ad. Second, because most of the time the smokers already know how harmful cigarettes can be but they do not care and they are already tired of see those anti-smoking