Analytical Essay

5 May 2016

“Smoking is not just suicide, its murder.” The Chilean Corporation Against Cancer’s Ad suggests smoking doesn’t just effect the consumer, it effects everyone around them. Children exposed to secondhand smoke are just as vulnerable of getting a disease caused by direct smoking.

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As a society, we frown upon the usage of drugs, but when it comes to smoking we barely acknowledge the fact smoking is just as bad as any other drug. The agency Draftfcb’s brutal depiction of smoking may have hard-hitting visuals but it makes it’s point very clear. Children don’t have a choice when it comes to secondhand smoke. Unfortunately, there is nothing they could do to stop it. The cruel strategy of the ad is what makes it so effect.

The innocent, vulnerable child is very eye-catching. The young boy is the focal point of the entire ad. His heartrending facial expression makes you imagine a loved one suffering in such a way he is. The haunting words “Smoking is not just suicide, it’s murder” lie below him. Those words are necessary to the argument, they lead you to the conclusion of the effects of secondhand smoke on children.

The black background gives a gloomy feel to the advertisement. The color black has multiple meanings. It usually has a negative connotation. In this specific advertisement, black is associated with fear and the unknown. If they had chosen any other color, the ad would not be as effective. The black background contributes to the ad as a whole. The black contrasts with the white smoke surrounding the boy’s face. The smoke enclosing the suffering child’s face is shaped like a plastic bag.

The child is wearing a brown shirt very similar to his hair color. The color brown is neutral and was most likely chosen to keep the focus on the child’s facial expression. The Chilean Corporation Against Cancer ( CONAC) logo lies below the end of the focus of his shirt. The logo is very small compared to the advertisement as a whole. The logo and text are white, very plain and simple. It does not interfere with the child being the main focus.

The intended audience for this advertisement is mainly smokers. Specifically, CONAC is reaching out to those smokers who have children or are very family-oriented. This ad is very freighting to see when you are a
parent. Parents love their child unconditionally, to even imagine their own child suffering in such a way is torture.

Anti-smoking advertisements have trouble convincing smokers to quit smoking. They even have trouble trying to get facts across to them. But when they see such an ad that involves a helpless child suffering, it’s heartbreaking. Smokers have the right too destroy their own bodies, and non-smokers should have the right to clean air without suffering from someone else’s drug habits.

There are so many emotions portrayed in this advertisement. If you are a smoker viewing the ad, the first thing that might hit you is regret. They remember all the times they possibly smoked in front of a child just to get a ‘fix’. They blew a toxic smoke right in a child’s face as they breathe in, having no clue about the effects it has on children.

Others might fell upset, while remembering somebody else blowing left over filth in their own child’s face. Non-smokers will probably feel more sorry about this advertisement than actual smokers. Only because smokers formed these bad habits over several years, it’s hard to actually get to them. That’s what makes this advertisement so effective. Even if the ad slowly reaching out to smokers, at least it is working.

The claim being argued is somewhat hidden within the ad but, after you put the pieces together, the advertisement is very understandable. The advertisement suggest it is someone’s child. The child is surrounded by a cloud of secondhand smoke. The smoke is shaped like a plastic bag, one would see in one’s household.

His face ties in with the plastic bag being around his face. He looks as he is suffocating, gasping for air. Then, that refers back to the tagline “Smoking is not just suicide, it’s murder.” The suicide part is referring to the smoker killing itself already from all the smoking. The murder part of the tagline is obviously referring to killing someone else through secondhand smoke.

Smokers have a hard time believing secondhand smoke has huge effect on children. They mostly think they cough every now and then, that is not the case. There are so many effects it has on children. Surprisingly, secondhand smoke can cause ear infections. Ear infections tend to be very painful because of the inflammation and buildup of fluids in the middle ear. Exposure to secondhand smoke increases the risks of Sudden Infant Death Syndrome (SIDS). Sudden infant death syndrome is the unexplained death of seemingly healthy baby.

The death usually occurs during their sleep. Secondhand smoke cause more frequent and severe asthma attacks. It can even cause asthma in children who have not previously exhibited symptoms. Asthma is a serious, sometimes life-threatening chronic respiratory disease that affects the quality of life. Infants and children younger than 6 who are exposed to secondhand smoke are at increased risk of lower respiratory infections, such as pneumonia and bronchitis.

Pneumonia is invasive infection of the lower respiratory system. While bronchitis is a superficial inflammation of the lower respiratory system. Children exposed to secondhand smoke have respiratory symptoms such as coughing, sneezing, and shortness of breath.

Overall this advertisement is very effective. Draftcb did a brutal, yet powerful job in delivering the overall message in this advertisement campaign. The Chilean Corporation Against Cancer’s tagline, “Smoking is not just suicide, it’s murder.” helps portray the advertisement as a whole. People forget smoking doesn’t just effect consumer, it effects everyone around them. The advertisement makes smokers regret smoking and non-smokers feel sympathy for the suffering child.

Children are the main targets when it comes to secondhand smoke. Secondhand smoke can cause ear infections, sudden infant death syndrome, asthma, pneumonia, bronchitis, and respiratory symptoms. Hopefully, the Chilean Corporation Against Cancer was able to reach out to smokers and family-oriented smokers and prevent them from smoking in front of children; or even quit smoking all together.

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