1. ENG 3C:Deconstructing a Print Advertisement
By: ENG 3C Student

2. Purpose
The purpose of this advertisement is for parents who smoke to quit smoking because secondhand smoke can cause disease and illness maybe even leading to premature death to their child.
Also the purpose of the ad is to remind those who smoke that they are not the only ones influenced by it.

3. Audience
Belongers/Need-Directed: Belongers and need-directed can be the intended audience because a lot of parents who smoke are unwilling to quit smoking. The parents get addicted and forget the harm they are causing to their children.
Parents Who Smoke: This can be the intended audience because it shows that children with parents who smoke will die at a younger age.

4. Advertising Strategies
Social Issues: This advertisement can be a social issue because the advertisement is focusing on a special cause. For example, in this advertisement “Children Health Foundation” is advertising non- smoking for parents, to help save lives.
Borrowed Symbol: This advertisement uses a borrowed symbol because the halo of smoke above the young girl’s head represents death and innocence. They are using this symbol of an angel because it shows the pureness of a child.

5. Emotional Appeal
Story: This picture tells a story of a young girl with parents who smoke. The picture shows a girl with a halo of smoke over her head, like and angel would have over her head.
Colour: The reason the advertisement chose black as a background colour is because it is a sign of death, which could happen to this young girl, if her parents don’t quit smoking.
Models: This advertisement shows a young girl, who looks sad. She looks like she is looking up at something, well in deep thought.

6. Emotional Appeal
Copy: “Children of parents who smoke, go to heaven faster” is intending to get all parents who are smoking to quit to save the children from an earlier death.
Setting: There is no setting, so you are forced to focus on the girl. This could also be anybody's child in this situation.
Details: The smoke halo over the young girls head is to represent death or the way she is looking up suggesting she knows she going to die an earlier death. These are important details to the ad because they explaining how second hand smoke can be her worst enemy in life. The pink and blue on the ad is reminding us of how it can either be a boy or a girl in this situation. Also because her hair is shorter it makes it easier to remind parents it could be either a boy or a girl.
Point of View: The point of view is the child because you see her in front, making her look vulnerable and important. The light shining on the child shows the pureness of the child.

7. Messages & Consequences
The ads message reminds us of the innocence of a child and how it’s the parents’ responsibility to keep their child safe and healthy.
The ad makes the people who smoke look like the bad guy. The reason why is because of how the little girl is put out as an angel, when smokers are put out as the enemy.