Cigarettes Advertising Campaign

Not too long ago during the 1950s, smoking was the epitome of sophistication and beauty. There were ads promoting smoking making cigarettes seem glamourous and trendy. However, it wasn’t long until science caught up and found there were more risks than benefits from smoking cigarettes. People started getting health problems which eventually led to the result of anti-smoking campaigns and ads, such as the one above, to warn people of the life-threatening results of smoking. The dark colors in the ad gives the audience a dark and negative feel to what smoking can do. Also, the images of the skull and nutritional fact on the cigarettes along with the text provoke caution when smoking because it shows it can be fatal. With the effective combination use of the text, color contrast, and images, the author was able to successfully get the message

Using pathos, the author intimidated the audience by showing the harmful effects of smoking with the display of the “nutritional values” as well as displaying the cross bone image which is an international symbol for danger. The cross bones signifies how toxic and deadly a cigarette is without the use of words. It appeals to the audience emotionally by frightening the audience to take caution when smoking. By showing the cross bones it shows that it isn’t safe, therefore destroying the audience’s peace of mind. However, text was also used to emphasize the emotional appeal. The words “Do you watch your intake?” stresses the importance about knowing what harmful chemicals are getting inhaled from smoking a cigarette. The text “serving size 1 smoke” also emphasizes the amount of lethal chemicals contained in inhaling one cigarette. In addition to pathos, the author appeals to logos by listing just a few of the many harmful chemicals that are in cigarettes such as cyanide, lead, and arsenic that could be very harmful to the