Comparative AD Analysis Anti-Smoking

I Love smoking, a common sentence you can hear among youth these days speciall y in our Arab culture which brings us to a very serious problem considered by all means one of the most destructive unsolved problems for the new generations . Sadl y millions & millions of dollars are spent on dail y basis by all means of media to make the ugl y habit of smoking looks plausible to the eyes who smoke on the other hand very few media organizations try to show the people the realit y of how severe and dangerous the problem reall y is. These respectful organizations face a very tough challenge in doing so becaus e for every campaign trying to show the damage which smoking do to the health of the human being 10 other campaigns are trying to defend the smoking industry by all means and this is due to the wealth and power which the smoking industry is having. The first ad symbolizes the smoke as a tool or a weapon that kills the person smoking as if he is suiciding by his own hands while in the

Comparative AD Analysis Anti-Smoking

second ad the arti st symbolizes the cigarettes as money being burned up as if the person is burning his own money like its a substantial issue. The first advertisement featuring the human figures is much more effective as it uses extraordinary great number of persuasive techniques that appeals to the audience and readers emo tions, logic, sense and reason. The appeal to emotions is the most efficient appeal an advertisement could portray as it somehow messes with the audiences mind and make them feel related to the cause and even can make them shed a tear. This appeal is called pathos which clearl y portrait here by using human figures while in the second ad the appeal to logos is clearl y declared both in the picture and the text which directl y contacts the human mind of anal yzing to convince the audience with the cause directl y . In the first ad the young girl with the sad yet ignorant look while the smoke hangs her neck gains audience's sympathy and the knife makes the smoker thinks twice before even buying the pack of cigarettes . The smoke being tangled around the girl's neck like a rope being tighten up by every breath of the cigarette emphasizes the slowly but certain death coming by the cigarette. While in the second ad the smoke coming out of the cigarette as burning money easil y touches the audience's logic and mind by knowing that every breath is equal to every dollar being burned up. The color black used in the first ad s ymbolizes death which is common yet effective technique used in pathos. While the text "life is short dont make it a smoke" effectivel y attracts peop le to considering the concept of the ad. In both ads the use of various ways including hum an figures, design, colors, symbolism, and text successfull y appeals to the audience's emotions and logic by creating the fear of death by simple ways. Both ads tackle the great problem of smoking in the world and forces the audiences indirectl y to stop that killer bloodsucking habit. However, the second ad is more attractive and much more powerful in delivering the message by touching our emotions of fear of death and by reaching out to the audience's logic by the quote "kill a cigarette save a life"