Oran Smith
Mr. Higginbo
ENG 101 B01
1 October 2012
Essay #2
The Truth Campaign
Our world has been exposed to a great number of ad campaigns that have little meaning other than to sell a particular product. We may agree with the ad and purchase the product, or we may disregard the product completely. Some ad campaigns try to sell a way of life through the purchase of their product. If you have the product, you are part of a community of people who want to, or already follow this preferred lifestyle. Using ad campaigns to sell a product as a certain lifestyle is unquestionably effective. How effective would an ad campaign that sells a way of life but does not sell a product really be? The Truth is a notable anti-smoking ad campaign in the United States that started in 1998. It targets its audience through commercials, magazine ads, and interactive Internet sites. Obviously, anti-smoking ads do not sell a particular product; rather they sell a smoke-free lifestyle. In order to convey The Truths anti-smoking message, rhetorical strategies play a major role in their general ad campaign. Through the use of urban and real-life campaign settings, powerful statistical disclosures, and by challenging society’s thoughts with smoking, The Truth dynamically addresses the lifestyle of smoking in the United States, intertwined with thousands of engaging , pleasing commercials and ads is one that captures the viewers’ attention for an entirely different reason.
The Essay on The Smoking Truth Pudgy Girl
The Smoking Truth There are three major stereotypes when it comes to people who smoke. The three stereotypes are; all smokers are unhealthy, all smokers can't stop smoking because they are so addicted, and they all started smoking to fit in with the group. Growing up I can remember everybody telling not to smoke because it was bad for you, but I never understood why until I took notice to my dad. ...
The magazine ad looks as though it was shot on a hand-held camera, and the person featured in the ad, behind the sign is a regular person. In every ad the people involved in every one are just common people. These are the characteristics of a Truth ad. Each magazine ad in The Truths ad campaign has been shot somewhere in the real world either in a city, store, or office. The overall tone of the magazine ad appeals to pathos by allowing the viewer to recognize the ad as addressing something serious through his or her change of emotion from the previous ad that was in the magazine. The ad allows the viewer to witness one of the graphic anti-smoking demonstrations that The Truth spontaneously takes a picture of. In one ad, a person behind a sign that reads “Every day 1200 people die from tobacco” with body bags in the background. The reaction from each reader is supposed to be sort of an eye opening type of reaction. The viewer is expected to see this ad and become aware that so many people die from smoking every day. The magazine ad looks and feels incredibly authentic; the viewer of the ad can see the statistics of deaths a day because of smoking. The Truth accentuates the seriousness of the ad considered by creating an emotional aversion to smoking.
In addition to triggering emotional reactions through the use of statistics through the ad, The Truth uses statistical reason to reiterate the severity of the dangers posed by smoking. In with this ad The Truth used another visual, 1200 people laid on the ground in the middle of a city as if they were dead, mirroring the daily death rate due to smoking. (The Truth) Since this number is almost incomprehensible, The Truth uses visual tactics in order to allow the viewer to realistically put the facts into perspective. The Truth also shares information about the toxins of cigarette smoke, diseases contracted from tobacco, and the risks involved with second-hand smoking. (The Truth) In most of their campaign ads, The Truth states their statistics only after employing their visual elements. This way, the viewer internally connects with his or her emotions primarily, and then uses the facts given at the end of the ad to put the severity into a larger perspective. By doing so, viewers can form personal opinions based upon statistical evidence that correlate with those of the anti-smoking movement and ultimately become part of the larger conversation about the dangers of smoking.
The Essay on Start Smoking Smoke Make People
First let me start off by saying that the choice to smoke is yours and yours alone. Everyone has their own freedom of choice to start smoking or never smoke at all. I am highly against the idea but I nor anyone else can make you smoke or make you stop smoking. With that in mind here is some things you probably don t know about tobacco. It causes nearly one of every five deaths in the United States ...
Not only does The Truth ad campaign employ strategies to communicate the problems of smoking, it provokes action and progression toward a smoke-free society lifestyle. Earlier Truth ads focused on relaying information toward a more variable audience base. The aim here was to get the information out and thus raise a greater awareness about the issue. Because most people already know about the dangers of smoking these days, more recent Truth ads have aimed toward prevention rather than intervention. The Truth now targets a younger audience base in hopes to attack the source and progression of the tobacco use. The recent ads feature singing and dancing performances by teenagers, cartoon characters, and comical skits under the slang slogan of “Whadafxup?” (The Truth) Whereas earlier ads from The Truths campaign focused more on the emotions and statistical factors to inform viewers about the degree of severity in problems related to smoking, more recent ads concentrate on delivering sarcastic humor in order to change the society’s, and more importantly, the youths thoughts about smoking. The Truth allows viewers to recognize the irrational nature of that which is humored in their ad, and thus recognize the overall thought towards smoking.
Selling a product as a way of obtaining a certain lifestyle is an effective approach for marketing a brand or specific item. Because anti-smoking ads do not market a product but instead solely market the smoke-free lifestyle, campaigners need to employ radical tactics in order to capture the audience member’s attention. The Truth anti-smoking campaign has found a way to communicate its message to viewers through the use of rhetorical strategies. The Truth uses real world settings and the reactions from real people, the campaign also uses powerful demonstrations that visualize the death-related statistics in order for viewers to further conceptualize the severity of problems caused by smoking onto a larger perspective outside of them. Finally, The Truth ad campaign provokes action toward a smoke-free lifestyle by targeting the youth and highlighting the illogical nature of smoking through satire. By capitalizing upon both the emotional and statistical consequences of smoking, The Truths ad campaign is incredibly effective. Their ads are passionate, authentic, and persuasive which establishes a credible strategy. For a campaign that is ultimately selling a lifestyle rather than a product, The Truth has a compelling argument.
The Term Paper on Effectiveness Of Anti-Smoking Advertisement
Out of the total business of Tobacco in the world (i.e. $ 27 billion a year), 50% amount of the total turnover is being spent on marketing of the products (U.S. FTC _Cigarette Report_ 2007). The total deaths due to smoking were 100 million in the 20th Century. If precautions are not taken, it may go up-to one billion in the 21st Century against the present count of 5.4 million deaths as per WHO ...
