TOW #7

This is a campaign ad created by the Web Design Core as part of their campaign to end smoking. The picture depicts a women holding a cigarette, the cigarette smoke forming into a noose around her neck. The bottom of the ad reads, "Kill a Cigarette and Save a Life. Yours. " The author of this ad used metaphors, dark color tones and relatablility to convince the audience to stop smoking. The author used the metaphor of the smoke as the noose to express the high costs of smoking. It expressed that even though it may not seem like it, smoking over time can lead to death. This appeals to pathos, evoking fear and sadness in the audience of smokers. Any one who smokes does not want to see that they are essentially killing themselves. Along with this, the author uses dark color tones to set the mood of the ad. By using only black and white, it tells the audience that it is a serious topic, and the white smoke stands out against the black background. Alone witht this, the ad is very relatable. The person is a normal looking person who anyone who smokes could see themselves as. Along with this, the sentence at the bottom reads "Save a life. Yours" By using yours, and emphasizing it by making it its own sentence, it stands out to readers. It shows them that this ad is made for them, and that if they continue to smoke then they will end up like the person in the picture, killing themselves. The authors effective use is very convincing in getting people to quit smoking. I don't think you can go as far to say that she got everyone who saw the poster to stop smoking, but I think many people who saw this poster and were smokers were greatly effected by it.