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Smoking isn’t just suicide. It’s murder.

This thought-provoking ad from CONAC Chilean Corporation Against Cancer emphasizes the dangers of second-hand smoke, comparing it to suffocation. The powerful imagery of a child enclosed in a "smoke bag" conveys the message effectively. The ad targets smokers and the public, aiming to raise awareness about the harmful effects of smoking on others. Through ethos, pathos, and logos appeals, it delivers a strong message about the lethal impact of second-hand smoke.

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Smoking isn’t just suicide. It’s murder.

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  1. TJ Wright 2nd period Smoking isn’t just suicide. It’s murder.

  2. Background • Ad from CONAC Chilean Corporation Against Cancer • Advertising Agency: DRAFT FCB + IDB • Creative Director: Rodrigo Gómez • Art Director / Illustrator: Paulino Caffarena • Copywriter: Gustavo Hernandez

  3. Smoking isn’t just suicide. It’s murder.

  4. What catches your attention? Why?

  5. What catches your attention? Why? • The smoke that forms a “bag” around the child’s head. It shows that second-hand smoke can be just as deadly as smoking yourself by comparing it to suffocation. The child is also shown to be in quite a lot of pain.

  6. How do light and color create the focus?

  7. How do light and color create the focus? • The light is brighter around the child’s head and darker around the rest of his body which puts more focus on the “smoke bag” around his head. His face and the smoke are lighter colors than his clothes and the background which allows more emphasis on the message.

  8. What is included or omitted?

  9. What is included or omitted? • The gender and estimated age is included and allows the audience to think about how smoking can affect the future of children. The person who is smoking is omitted so the audience doesn’t know if they are a parent, relative, or complete stranger.

  10. What is being compared?

  11. What is being compared? • Second-hand smoke is being compared to suffocation. Second-hand smoke can cloud up the lungs which shortens breathing and is a slower, more dangerous form of suffocation.

  12. Who is the intended audience?

  13. Who is the intended audience? • Smokers and the public. The ad wants to make smokers aware that they are not harming only themselves, but everyone around them. The ad also wants the public to be aware that second-hand smoke can be just as deadly as if nonsmokers were smoking themselves.

  14. Ethos?

  15. Ethos? • The CONAC Chilean Corporation Against Cancer symbol at the bottom of the image gives it sufficient credibility.

  16. Pathos?

  17. Pathos? • I felt sympathy for the child because I just want to take the pain away from him and free him from a world of smoking. I felt empathy with the child because I have experienced second-hand smoke all my life.

  18. Logos?

  19. Logos? • Second-hand smoke is just as deadly as if you were smoking yourself. It can effect everyone, no matter their age, gender, or race.

  20. Bibliography • Caffarena, Paulino. Smoking isn’t just suicide. It’s murder. n.d.Chile. Adsoftheworld: CONAC Chilean Corporation Against Cancer. Web. 14 Nov. 2011.

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