Subjects:
Lucky magazine is targeted to young women between the ages of eighteen and twenty- five. It includes tips for fashion and make-up, and the highlights of clothes shopping, but also includes an ad about not smoking. This advertisement appears in a magazine for this age group because smoking under the age of eighteen is illegal and smoking over the age of twenty-five is too late to fix the damage done to the body caused by smoking. Rather than placing the advertisement in a magazine about problems in society, it is in a magazine about shopping.
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Using these tactics to make strong connections with the reader, the advertiser changes the conception that young women may have of smoking. The advertiser uses the face of an aging woman to show the reader a possible view of their future. “Loved” is in past tense, therefore suggesting that she will not love in the near future. All together, the advertiser uses these tactics to emphasize the idea of getting help if one is addicted to smoking because the reader can become another victim and experience the same situation as the woman in the advertisement. Overall, it is crucial to remember and distinguish the thin line between the most important needs of reality like a healthy life and the most important “wants” of desire.
The public service advertiser presented a carefully planned advertisement to change the audience’s view from sympathy to fear by making a strong personal connection with readers. The fact that the text is in the format of personal letters already makes connections with the reader.
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