“Child Health Foundation Campaign” By: Trevor Robbins

Background Information This was an anti-smoking campaign created by the Child Health Foundation. It was advertised in October 2006. The art director was Sybille Stempel.

What is the message of this advertisement?

What is the message of this advertisement? The message is to try to get people, mainly parents, who smoke to quit because it is harming the children by secondhand smoke.

Who is the intended audience?

Who is the intended audience? The audience is smokers, especially parents who are smokers, because everyone who smokes feel some guilt while looking at this advertisement.

What is in the foreground/background?

What is in the foreground/background? Foreground- The little girl on the left side with the halo of smoke above her head and the sentence in the middle of the ad. Background- The trail of smoke leading up to the halo and the dark blue color of the rest of the picture.

What is omitted?

What is omitted? A parent or guardian of the child. The smoke trail leads to the halo from the right side of the picture. The parent is probably further on right, which is where the smoke probably originated from.

Ethos?

Ethos? The Child Health Foundation logo in the bottom right hand corner.

Pathos?

Pathos? The emotional appeal is that you don’t want to see little children die from secondhand smoke and go up to heaven. This makes smokers feel guilty if they smoke a lot around children and makes them want to quit.

Logos?

Logos? Logically, people shouldn’t smoke around children because secondhand smoke is very harmful for them and can potentially end with the death of a child.

Banišauskas, Tomas. “Top 40+ Creative Ads. Made to Stop You Smoking Banišauskas, Tomas. “Top 40+ Creative Ads Made to Stop You Smoking.” Bored Panda. N.p. Web. 23 Nov. 2009.