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PR2 Visual Culture Assignment Campaign

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PR2 Visual Culture assignment The piece of graphic design I have chosen is advertisement campaign to prevent smoking by Miles Calcraft Briginshaw Duffy. The reason I have chosen this piece of design is because it relates to my life. 1. The piece was developed at Miles Calcraft Briginshaw Duffy by creative director Paul Briginshaw and Malcolm Duffy with agency producer Russell Taylor and photographer Nick Georghiou (Macleod, 2007). The title of this piece is “Hooked” .The function of this piece was to promote the dangers of being "hooked" on cigarettes. The posters were made quite graphic to deter people from smoking, and were banned in areas near school or where they could be seen by children. The poster ads were not placed near schools and the …show more content…

The composition of the hooked poster shows people being pulled by a hook, and obviously shown in distress and pain. The subject is centered in the middle of the poster, which puts the main focus on them, and as they are placed up against a blank white background, the hook pulling can be clearly seen without any distractions to the viewer’s eye. The style used for this piece was photography, with text overlaying it to describe what the meaning was. The subject matter of the poster was to get people to stop smoking, and to find help about it. Timed to coincide with New Year resolutions, the campaign encourages readers and viewers to “Get unhooked”, call 0800 169 0 169 or visit getunhooked.co.uk.(Macleod, 2007). The text was added to the piece for viewers to understand the context of the piece, otherwise it would be quite vague. “The average smoker needs over five thousand cigarettes a year. Get unhooked,” the posters read (Reuters staff, 2007). The models used for the posters are all dressed as ordinary people which I think is important as it would resonate with the general public more so than if a celebrity was to be used. There is also a high contrast between light and darks in the image which I think makes

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During World War II, propaganda was used heavily to encourage people at home to support the war effort in any way they could. The posters were directed towards both men and women for many different purposes. However, they all had one main goal and that was to get as many people working together to supply and support the war. Specifically the poster, “Keep Theses Hands Off! Buy The New Victory Bonds” was just one of the many produced during the time period.

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This author used pathos, ethos, and logos to persuade the viewer to buy their gum via emotional triggers and subtle details. When people see this advertisement, they are immediately given a unique perspective of Extra Gum. The author established ethos in the commercial. The commercial has a couple scenes of the daughter as a teenager.

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Furthermore, the use of the metaphorical term "hooked" is not only identifiable with the audience, but most humans can relate to how helpless a fish is when it is hooked. The publisher, the National Health Service, also greatly increases their credibility by putting their logo at the top right corner of the photo, as well as a "smokefree" logo in the bottom right hand corner. Even to an un-informed audience, these seem to be legitimate organizations who stand against bad health and

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How many more lives must be claimed before we get a handle on the drinking and driving issue that plagues this country? This PSA effectively demonstrates imagery to affect the choice of someone who may drink and drive. While this PSA states a statistic, the image will make them consider their loved ones and deter them from such behavior. This ad should have an emotional effect on its audience by presenting pathos. The logos is represented by displaying a statistic across the poster for the viewer.

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In the first paragraph there is no referencing to the fact there is an ad that the paper is based on. The second paragraph describes the ad, but does not give any reason for these descriptions. The argument for this paper is never clearly stated and must be inferred by the reader. As the paper progresses it starts to get off track and by page four the paper is no longer talking about the freedom and independence a child needs. Instead, it talks about asthma and the probability of males and females getting the disorder.

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The advertisement I chose for this assignment is a Camel cigarette advertisement from the 1950s. The top half of the advertisement depicts an older male doctor smoking a Camel cigarette. The caption for the top half of the image uses rhetorical strategies to convince the viewer to purchase Camel cigarettes. The author of this advertisement uses different text sizes and effects to highlight what is important in the advertisement.

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Carrick, Pennsylvania is the drug overdose capital of the region. The article featured in the New York Times, “Riding OD Road” by Rich Lord is a powerful multimedia article which examines the underlying causes of the several overdoses that occur in Carrick, Pennsylvania. In order to get a better understanding of why people resort to drugs in this city, the article focuses on a number of individuals who have suffered from drug overdoses and those who have witnessed drug abuse in the neighborhood. Lord successfully utilizes rhetorical appeals such as pathos and logos, and several forms of interactive multimedia to draw the reader into the article and spread awareness of the serious concerns for the town of Carrick. The article “Riding

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“Propaganda is a monologue that is not looking for an answer, but an echo,” (W. H. Auden). World War II, like many other wars, was influenced by myriad of different variables. One variable that echoed throughout America was propaganda. Propaganda was a major influence in the rally for overall support in America during World War II. The propaganda’s intentions in World War II can be broken down into three major categories: war efforts, Anti-German and Anti-Japanese backing, and homefront endeavors.

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With the alarming number of smokers, agencies spend billions of dollars every year on anti-smoking advertisements. Anti-smoking agencies enlighten audiences of the negative consequences of smoking and try to persuade them to stop. The visual I chose to analyze is a commercial engendered by an anti-smoking agency called Quit. The advertisement, “quit smoking commercial” shows a mother and a son walking in a busy airport terminal. Suddenly, the mother abandons the child, and after he realizes he is alone, he commences to cry.

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The random pictures in the middle of the poster draw all attention. Unfortunately, the pictures do not help to understand the purpose of the poster. Language/Tone: The tone is very informal. The tone is supposed to create a nice, inviting sound, but it does not really fit the purpose.

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The three modes of persuasion are ethos, pathos, and logos. Ethos, pathos, and logos are used by individuals who desire to persuade an audience with a particular argument or claim. Persuasion techniques are often used by political figures, sales people, entrepreneurs, and just about anyone trying to persuade a target audience through emotions, character, and logic. The ad, I Am One, shows how these vehicles of persuasion are presented and used; rhetorical strategies like tone, attitude, and non-rhetorical strategies related, patriotism and history references.

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N., & Brandt, A. M. (2006). “The Doctors’ Choice Is America’s Choice”: The Physician in US Cigarette Advertisements, 1930–1953. (American Journal of Public Health. February 1, 2006).

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The weapons stand out due to the solid black background, but the weapons that are made from the smoke from the cigarette. There isn’t much repetition in this ad, but one thing that is repeated is the use of weapons demonstrating the effects that smoking has on one’s health. The ad used two effects to emphasize the amount of effects smoking can cause. The alignment plays a role in this ad by putting the noose in the ad. When people look at ads, they generally look at the center first, so putting the noose around the models neck immediately grabs people’s attention.

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When I first saw it then, I thought it was a strong and creative ad and in analyzing it further now, the call to action for the intended primary audience was clear. During our lecture this week, an image of this ad was associated with the question of “are there some desperate situations where showing it at its reality, showing the oppressed, re-oppresses and victimizes those whom we are visualizing?”. To answer this question from a personal ethical perspective, I do not believe it did as the advertisers considered the following: 1) the medium and placement - a portrait billboard that is clearly visible at eye-level can reach both intended audiences more effectively. 2) the time and audience. To elaborate, children will most likely be walking by the ad with adults, who may not necessarily stop to look at it closely.

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References Eaton, L. (2003). United Kingdom finally bans tobacco advertising. BMJ, 326 (7385), 345-351. Harper, T. (2006). Why the tobacco industry fears point of sale display bans.

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