(Rough Draft)Smoking Gives Me Wrinkles?
Smoking kills; everybody knows that. What people might not know is some of the other damaging effects that smoking can cause. The battle to extinguish smoking has been around for almost half a century. Smoking was once seen as cool, classy, and exciting. Anti-smoking campaigns have worked diligently to bring to light to the public the harmful, and even fatal effect that smoking has. There has been a countless number of advertisements targeted to stop and prevent people from smoking. The ads have gotten more daring and in some instances, quite frankly, more disturbing. In this particular ad we see a seemly old woman, trying to light a cigarette with birthday cake candles that are shaped as the number 42. Contrary to other more alarming anti-smoking ads, this ad takes a light and humorous approach. This advertisement uses the rhetorical triangle to communicate to its audience an unconventional reason to quit smoking.
The creator of this ad conveys logos by establishing a realistic and detailed picture. You can tell that this woman is the ad is portrayed to look very aged and elderly. The wrinkles in this woman’s skin and the thin whiteness of her hair are dead giveaways of apparent old age. The clunky earrings, the old dated jacket, and the oversized 70’s glasses are also common features that someone would find on a senior citizen. Now, what gives this person the appearance of aging is the state of her skin. You can clearly see many signs of sunspots. There are even parts of her skin which are completely black, which gives the illusion of cancerous decayed skin. The sunspots and blackened skin relay the message that this woman has not only aged considerably, but has taken on enormous amounts of damage along the way. It is these small yet very realistic elements that convince the viewer of the realness and legitimacy of the ad.
Ethos is established through the wording and logo at the bottom of the ad. The brand Nicotinell, which is a company that sales nicotine products, is the sponsor behind this ad. Nicotine companies have a lot of incentive to help people quit smoking, because the more people who are inspired to quit, the more people who use a nicotine patch, and the higher their sales climb. While Nicotinell might have selfish reasons for wanting people to quit, the end outcome is a worthy goal. The phrase at the bottom of the ad ‘Smoking cause premature aging. Lose the smoke, keep the fire this world No Tobacco Day, May 31’ establishes ethos by barrowing credibility for another source. The World Health Organization is the creator of No Tobacco Day; by referencing that day in the ad, Nicotinell very cleverly uses the integrity of the WHO to distract the viewer from the greedy intentions of the ad, and gives the false impression that they are maybe even backed by the WHO.
Pathos is expressed in this ad by the underling tones of humor and play off ones on vanity. This ad gives a depiction of a woman who appears to be a very old lady celebrating her 42nd birthday. This woman looks much older than 42 and it is very absurd that this cute little old lady is blowing out the candles for the 42nd birthday cake. This initial comical reaction is how the ad draws you in and captivates you. However, giving their audience a little amusement is not the intent the ad creator was going. After the amusement wears off a bit, you begin to think about the reality of smoking causes people to age faster. Aging is a very common societal fear, and something that most people can empathize with. The ad plays on the fact that nobody wants to get old (or at least look old), and people will go to great lengths to avoid aging.
Overall, this is a very creative and well thought out advertisement. The ad successfully uses logos, ethos and pathos to communicate to the viewer that smoking will cause you to age prematurely. Over the course of the anti-smoking campaign it has become a universal truth that smoking kills. This fact has been publicized so much that people don’t really care about that anymore. They could have just assumed that the fear of dying is the most effective way to get people to stop smoking. The makers of Nicotinell could have very simply shown a picture of a grotesquely rotting heart, and said ‘This is what happens to your heart when you smoke.’ But instead they took alternate and unique route by using vanity and pride to encourage people to stop smoking. And in the end it is more important that people stop smoking, even if their reason behind it are vain.