Images are a powerful force in advertising as they are the ones that promote different perceptions and attitudes towards products. They are also the ones that create stereotypes. They are very manipulative, for they will never focus on the negative things that are associated with their products, only the positive ones. Advertisements are ambitious which gives them power, and engage customers for their approval.
The images that I will be talking about are smoking. Image one is a commercial advert selling cigarettes. The other is an advocacy advert that is trying to persuade smokers to stop. Commercial advertising is advertising that is in a commercial interest rather than in support for political or a social use. Advocacy advertising is, however, used to promote a position this can be controversial political or social causes. The difference between each is that commercial advertising is related to money whereas advocacy advertising is giving advice.
The first image I have chosen to discuss is a smoking advert from the 1950’s. It features John Wayne smoking a Camel cigarette. It is a commercial advert, because it is trying to sell a product. Conversely, the advert that I will be comparing with is an advocacy advert, because it is trying to persuade you not to smoke. It is giving you advice about an activity which is considered controversial. It is an advert from ‘Alghanim Medical services 2000’. It uses a very formal font and adds formal authenticity.
The purpose of the 1950’s, John Wayne advert is to encourage people to smoke. This is shown by his emotions. He looks cool, relaxed but official, he is wearing smart clothes. Th...
... middle of paper ...
...t that it claims smoking is good for you. However because of its positive tone of words such as “I” “my” make the opinion created in the audiences, minds as something persuasive and to rely on. Whereas, Advert two is not bias, however, it is a fact that “smoking kills”. This strengthens the argument, and the use of impersonal tone and “Alghanim” seems factual and helps persuade the reader that smoking kills. The word “kills” represents the experience of death, entrapment.
I believe that the Government should tell people what to do; however, the person has the decision to quit. People have the right to smoke, however, have the right to know the risks they take to smoke them that’s why the government should come into place and support the band and try quitting smoking, as not quitting makes it even harder and commercials play a big role in influencing this.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- ... Since this ad is from the Chilean Corporation Against Cancer, it appeals mainly to the people in Chile. The phrases they use on the ad may also appeal to someone who didn’t know what smoke could do. This ad uses Ethos, by the credibility of being a corporation who fights against cancer caused by smoking. It also uses Pathos for creating an emotional value towards the child suffocating by the smoke because it is something we all experience, secondhand smoking. Lastly, the first ad slightly uses Logos.... [tags: Smoking, Cigarette, Tobacco smoking, Tobacco]
1407 words (4 pages)
Should Electronic Cigarettes Be Effective? Reducing Cigarette Use And Predicting Successful Smoking Cessation?
- Grana, Popova and Ling (2014) conducted a study to determine if electronic cigarette use is effective in reducing cigarette use and predicting successful smoking cessation. Their study included 949 participants who were current smokers. According to their data, the use of electronic cigarettes did not successfully predict quit status one-year later or significant reduction of cigarette use one year later. This study suggests that electronic cigarettes are not superior to research based nicotine replacement therapies in increasing rates of smoking cessation.... [tags: Nicotine, Smoking, Cigarette, Tobacco]
822 words (2.3 pages)
- Advertising is harmful to children, not because “Advertising is about choices-nothing else” (Kurnit), but because unlike adults children are far too impressionable and therefore need guidance so that such advertisement does not negatively influence the choices children make for their future. However, even the parent of the year would not be able to stop their child from being negatively influenced by the “ more than 25,000 advertisements a year” (Levin 51) children witness. Wether it be the food and beverage marketing industry that “is associated with increasing obesity rates” (Lang 339), or the tobacco manufactures who spend “$30 million/day (11.2 billion/year) on advertising and promotion... [tags: marketing, media, children, advertising]
518 words (1.5 pages)
- Mass media an effective tool when it comes to the social aspects of life, and help convey messages that have an impact on society. Companies use the advantages of the media to commercial their products. They also appeal to viewers by creating trust and reliability through endorsements of respected, influential people such as athletes and celebrities. Major companies also appeal to their consumers through reason and logic, as well as appeal at an emotional level to persuade potential customers into purchasing their products.... [tags: Advertising, Customer Appeal]
868 words (2.5 pages)
- A Comparison of the Representation of Charities in Two Different Television Advertisements An advert is usually used to promote or sell a product. The two adverts I will be analyzing are different as they are not trying to sell something, but they are trying to promote their charities. In this essay I will compare how they represent their charities. Both adverts were shown during a soap opera before the watershed period so they attract different audiences. The National society of prevention of cruelty to children advert is directed more towards children, teachers and parents.... [tags: Papers]
971 words (2.8 pages)
- Advertising in business is a form of marketing which includes products, service and culture images to attract consumers’ attention. Traditionally, organizations use advertisements as a method to stimulate the consumption behaviors as well as the economic growth. However, in terms of positive effects on health perception, advertisements are used to ‘demarket’ to decrease the demand for a product or service. Contrast to improving market, demarket may be defined as a strategy marketing to decrease demand of harmful products or services like drugs, alcohol, tobacco.... [tags: business, culture images, methods]
910 words (2.6 pages)
- Tobacco is one of the most widely-used recreational drugs in the world; mainly in the form of cigarettes, but also in cigars and pipes, and in combination with cannabis and marijuana in 'joints'. Although most countries put age restrictions on its use, over a billion adults smoke tobacco legally every day, and supplying this demand is big business. As well as having serious health consequences for smokers themselves, the pollution of other people's atmospheres with cigarette smoke also makes this an environmental issue.... [tags: Tobacco Cigarettes Papers]
1430 words (4.1 pages)
- The Philip Morris Anti Smoking Campaign Traditionally, many advertisements released by cigarette brands under the Philip Morris label have depicted happy people joined together in friendship (supposedly due to their common habit). Other advertisements attempted to associate cigarettes with sleek mystical figures, sometimes even sexually desirable ones. All this has changed, however, due to recent legal developments in which the cigarette giant was pressured to offer anti-smoking ads, in addition to the usual fictional ones depicting happy mannequins.... [tags: Essays Papers]
1319 words (3.8 pages)
- ... With the goal of decreased tobacco consumption there is an anticipated reflection of decrease in healthcare costs. In a comparison between the years of 1981-1991 in which over 100 countries were involved, a significant contrast was shown between the correlation of advertising bans and drastic decreases in the consumption of tobacco products. In countries that did not ban tobacco advertising there was still a decrease in consumption, just not as significant a decrease, where bans were in effect.... [tags: Tobacco advertising, Tobacco, Passive smoking]
1040 words (3 pages)
- Advertising is important for every type of business in all types of sectors. It is important to be creative in these adverts and advertisers use a variety of different techniques in order to sell their products ahead of their competitors. In a market with many competitors it is even more important to have a creative advert, as there is so many other businesses the customer can go to for the same product or services. This is no different for a supermarket chain. The food retail sector is a major sector with lots of big companies competing for a share in the market.... [tags: business, adverts, advertisements, competitors]
1010 words (2.9 pages)
- History of US Immigrants
- Control of Bacterial Transcription, Translation, and Replication by (p)ppGpp, by Anjana Srivatsan and Jue D Wang
- The Debate Over Dental Amalgam
- Lens Types: Single Vision, Bifocal, Trifocal, and Progressive
- Management of White-tailed Deer in National Parks
- Beer Street and Gin Lane, by William Hogarth