Visual Rhetoric Of Smoking Advertising

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Views change over time, however the usage of visual rhetoric remains the same and with these two smoking advertisements it becomes evident. Advertisements (ads) are a very powerful tool when it comes to persuasion through its use of visual rhetoric such as color schemes and how the use of the images will be perceived by the intended audience. One of the ads I chose was a modern anti-smoking image, more specifically an anti-smoking ad against smoking and the effect of second-hand smoke. Second hand smoke is the smoke exhaled by the smoker. The other ad I chose was a pro-smoking image from the 1950s. Smoking ads from the 1950s are vastly different from the ones today because there was much less research on the subject during that time period…show more content…
In the modern ad, the text reads, “Smoking isn’t just suicide. It murders.” This is short and very blunt which makes it have a strong impact. The length of this allows the reader to ponder what that text specifically means to them, whereas a longer text would essentially give you more information making it less personal and not as important. Every word that is used makes an impact. Words such as, “suicide” and “murder” grab the attention of the viewer. “Smoking isn’t just suicide. It murders.” is also the only text in the entire ad besides the organization that created the ad. This prevents the viewer from getting lost in other text and not focusing on what is important. In the 1950s ad, the text reads, “Gee, Dad, you always get the best of everything…even Marlboro!”. This implies that the child is speaking, giving the statement a sense of innocence and overall accuracy. The other text reads, “Yes, you need never feel over-smoked…that’s the miracle of Marlboro!” which shows just how different these two ads are in the message they are trying to convey. The text on the 1950s ad shares a common trait throughout the rest of the ad, exclamation marks. An exclamation mark shows excitement similarly to the colors of this ad, giving the viewer a sense of curiosity to want to see what the hype is about and purchase the
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