Images are a powerful force in advertising. They are used to promote different perceptions and attitudes towards products. They are used to manipulative, people’s reactions. They will never focus on the negative things that are associated with the product, only the positive ones. Manufactures, are ambitious and use adverts to to give them power, and engage and encourage customers to spend money.
The images that I will be talking about are smoking. Image one is a commercial advert selling cigarettes. The other is an advocacy advert that is trying to persuade smokers to stop. Commercial advertising is advertising that is in a commercial interest rather than in support for political or a social use. Advocacy advertising is, however, used to promote a position this can be controversial political or social causes. The difference between each is that commercial advertising is related to money whereas advocacy advertising is giving advice.
The first image I have chosen to discuss is a smoking advert from the 1950’s. It features John Wayne smoking a Camel cigarette. It is a commercial advert, because it is trying to sell a product. Conversely, the advert that I will be comparing with is an advocacy advert, because it is trying to persuade you not to smoke. It is giving you advice about an activity which is considered controversial. It is an advert from ‘Alghanim Medical services 2000’. It uses a very formal font and adds formal authenticity.
The purpose of the 1950’s, John Wayne advert is to encourage people to smoke. This is shown by his emotions. He looks cool, relaxed but official, he is wearing smart clothes. The way he is posed with his arm up, and clinched hands show him as a powerful figure. It also shows a military look, because the image for army men is hard working, people who smoke. The advert’s purpose is to argue or persuade people to smoke.
The target audience are young men, and also young woman, because the way he is posed it shows him as a sexy male. His features are masculine, powerful and confident. Another reason it is targeted at young smokers is that the vocabulary used is straight forward. The celebrity associated with smoking is John Wayne. He is a famous cowboy actor that stared in many movies. He is seen as an influential figure posing for the camera. He looks strong, smiling and relaxed. It is intended that Camel cigarettes are seen as being the same.
Further down it says “The roles I play in movies are far from easy on my voice- I can’t risk throat irritation. So I smoke Camels- They’re mild” and is signed by him. This is an effective way the advert is persuading people to smoke. His signature gives the cigarettes authority. Camels are good for you especially when he says that his voice can’t risk throat irritation, so he uses Camel’s as an alternative choice from other cigarettes. It is also made official looking by John Wayne’s signature. The effect of this is that readers will probably agree with what he says,...