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Visual Rhetoric Of Smoking Advertising

1291 Words6 Pages

Views change over time, however the usage of visual rhetoric remains the same and with these two smoking advertisements it becomes evident. Advertisements (ads) are a very powerful tool when it comes to persuasion through its use of visual rhetoric such as color schemes and how the use of the images will be perceived by the intended audience. One of the ads I chose was a modern anti-smoking image, more specifically an anti-smoking ad against smoking and the effect of second-hand smoke. Second hand smoke is the smoke exhaled by the smoker. The other ad I chose was a pro-smoking image from the 1950s. Smoking ads from the 1950s are vastly different from the ones today because there was much less research on the subject during that time period …show more content…

In the modern ad, the text reads, “Smoking isn’t just suicide. It murders.” This is short and very blunt which makes it have a strong impact. The length of this allows the reader to ponder what that text specifically means to them, whereas a longer text would essentially give you more information making it less personal and not as important. Every word that is used makes an impact. Words such as, “suicide” and “murder” grab the attention of the viewer. “Smoking isn’t just suicide. It murders.” is also the only text in the entire ad besides the organization that created the ad. This prevents the viewer from getting lost in other text and not focusing on what is important. In the 1950s ad, the text reads, “Gee, Dad, you always get the best of everything…even Marlboro!”. This implies that the child is speaking, giving the statement a sense of innocence and overall accuracy. The other text reads, “Yes, you need never feel over-smoked…that’s the miracle of Marlboro!” which shows just how different these two ads are in the message they are trying to convey. The text on the 1950s ad shares a common trait throughout the rest of the ad, exclamation marks. An exclamation mark shows excitement similarly to the colors of this ad, giving the viewer a sense of curiosity to want to see what the hype is about and purchase the

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The picture above is an example of the two rhetorics pathos and logos. This picture conveys both an emotional, portraying the cigarette as a gun, and a logical, the statistic that over 106,000 people die from cigarette related deaths each year, advertisement strategy. Pathos, mostly emotional impact on a reader, is clearly illustrated in the advertisement as through the picture of a hand holding a cigarette and the shadow of that hand is the shadow of a gun. This portrays the feeling that cigarettes are as lethal and malicious as that of the lethality of a firearm. Also, the advertisement channels the rhetoric of logos by providing a surprising legistic about the volatile deaths caused by the use of cigarettes.

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For many years, companies have utilized advertising as a useful tool to promote their brands, convey a message, or sell their products. In today’s world, advertisements can be seen almost everywhere from enormous billboards along highways to a diminutive ads on a phone. But not all advertisements are successful. To convey a message, advertisements must contain rhetorical devices such as pathos, logos, and ethos. A good example of how rhetorical devices are used to persuade an audience is the Edward Jones “Nine Days” commercial.

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Every advertisement is trying to convince the audience to buy their product the product is trying to appeal to a certain audience. In this ad it shows a snow boarder going off a mountain this is calling to thrill seekers and dare devils this appeals to teenagers, and preferably people who are young and reckless wanting to film their crazy adventure. The picture is pleasing to look at its very "cool" to teens maybe even encouraging people to "Be a Hero" and do something crazy. A rhetoric is the art of effective expression (speaking & writing) and the persuasive use of language.

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The most important aspect of this commercial is the pathos, for it is ripe with emotion. This emotion is also emphasized by the mood of the commercial, which evokes very pertinent emotions. Similarly, the ethos and logos of the commercial make the gum brand look very enticing due to the commercial’s focus on the emotional aspects of the gum. Likewise, the commonplaces that the commercial focuses on play an important role in making the advertisement more applicable to the common viewer. Overall, the Extra Gum advertisement effectively persuades the viewer to purchase the

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Rhetorical strategies including pathos, ethos, and logos are stylistic elements often used as a persuasion technique to get an audience to either buy a product or participate in something. Advertisements almost always have at least one of these three components, and Super Bowl commercials specifically are renowned for their entertaining use of these strategies. Of the many Super Bowl commercials, two stood out to me for their in-depth use of all three of these rhetorical strategies. The first commercial combines the extreme measures taken by an overprotective dad and the new Hyundai Genesis. These two seemingly unlike ideas are brought together in a collaboration that effectively use pathos, ethos, and logos to prove the audience of their product.

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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.

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A non-smoking ad that I recently came across shows a very strong message. The ad shows a man’s hands loading a gun with cigarettes. On the side of the picture it gives a list of thing that happen from smoking cigarettes. The last thing is a bold statement saying, “Smoking Kills ….so why bother starting”.

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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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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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These advertisements are created in a way that capture’s the audience’s attention and makes them want to purchase the product. In specific, the ad “It’s Beautiful” and “Taste the Feeling of Summer with Coca Cola” are only two of multiple others that sells their product successfully with the use of the rhetorical appeals:

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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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A viewer's own interpretations of a text are important, as they will be drawing from their own codes and cultural values, which is what this text explores. The extract then has various visible examples of print advertisements in the media culture of that time and Williamson analyses these examples showing us the pattern that adverts have a certain way of working. Her argument and what she is fundamentally saying is that advertisements serve another purpose, that there is an advert behind the actual advertisement, to subconsciously get people ideologies with different messages. Adverts such as the Marlboro promoting cigarettes or a perfume advert also promoting how female should look and what is considered beautiful or not. For the cigarette advert, her idea is that "Connecting an object with an object" (Williamson, 1978:22) with the use of colour can then give the assumption that the cigarette and the other object have the same qualities.

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It is common to see advertisements that promote smoking and ensure that there is not health problems caused by cigarettes. Although, now that there is more technology and further research has been conducted we can conclude that smoking can cause health problems. Even with this information known about the advertising techniques of Chesterfield cigarettes it will never stop the company from manufacturing cigarettes, since these industries gain lot of money and won't stop just because a person decides to smoke that cigarettes that they are selling. Advertisement choose specific elements in their ads to draw the attention of the audience. In this particular ad they use the image Arthur Godfrey since he was famous in that era, and it was likely that people would listen to his promotion of smoking chesterfield cigarettes even if he didn't really like the

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