Anyone who has witnessed a temper
tantrum of a young child knows how awful it is. Lying on the ground, kicking
and screaming for an underserving reason. The pain and wretched look in a
crying child’s eyes is heartbreaking. The Children Corporation Against Cancer’s
(CONAC) ad channels that sympathy and turns it around as blame.
CONAC created this ad in order to
remind parents who smoke of the harm it does to their children. In the ad it
shows almost a bag of smoke around the young boys head and appears to almost be
choking him. At the bottom of the ad inside a shape of a cigarette the words
“Smoking isn’t just suicide. It’s murder”. The creator of this ad holds a lot
of automatic ethos being a corporation with the direct purpose of the ad.
This ad has the obvious audience of
parents who smoke. The words at the bottom are one of the most powerful things
about this ad. There are many ads saying that smoking can kill you however
there aren’t many ads saying smoking can murder someone else. Parents love
their children more then anything and this ad uses that strong audience to
their advantage. The ad is not only saying parents can hurt their children but
they can kill their children.
The photograph of the child is very
disturbing. It appeals greatly to pathos. The pain and anguish in his facial
expression makes the audience want to help the child. The smoke around him
helps convey the meaning behind his facial expressions. The smoke going in
through the mouth and nose is very noticeable. The aspect of choking or being
engulfed by the smoke conveys even more pathos. It looks as if the child is
begging for help.
Overall the author’s purpose was
very well shown through the quote as well as the photo. This advertisement is
unique and very well executed.
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