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The service enterprise article

发布时间:2019-06-09 07:39:13 审核编辑:本站小编下载该Word文档收藏本文

UIT APPEAL OF SMOKING COMMERCIAL

This article using the quit smoking advertisement on youtube which shows a mother who left the boy for a short time because of smoking, but the reaction of the little boy in these few minutes may be like the mother left him forever.

 

1.How does the ad evoke guilt? Identify the cues and explain.

Guilt is a negative experience that jeopardizes the behavior of others, or violates the individual's moral standards, and produces conscientious reflections and responsibility for behavior. Because the overall picture color of the quit smoking video is dark, it first gives people a sense of oppression. And the video caused compassion through the help of the little boy waiting for the mother in the crowd. The little boy in the video held the mother's hand and smiled before the mother went to smoke. When his mother left, the little boy expression changed from a smile at the beginning to a cry, and his helplessness formed a strong contrast with the busy people around him. These have further aroused people's sympathy and guilt.

 

2. Is the ad effective?

This advertisement is effective because it using the helplessness of children not only attracts the audience but also captures people's compassion. The factor in determining the success of an advertisement is to feel the audience. This film resonates with the audience by expressing the helplessness of the little boy. This is a very effective way to drive people's emotions. Through a small incident, the audience can think about more things. There are many things similar to children. By letting people think about problems more often than some mandatory smoking cessation rules.

 

3. How would you improve the advertisement?

Although this is a very attractive video idea and very successful, it still need development. First, as a guilty type of advertisement, it requires a lot of expressions to capture people's feelings. If the content of this film becomes this little boy, because he grew up in such a smoking family, he also started to smoke after he grew up, and therefore his The family is caught in a vicious circle of smoking. Second, because the mother of the little boy has suffered from illness due to excessive smoking, the little boy who is alone and helpless in the face of the mother on the bed can grasp the psychology of the people and make the expression of the advertisement more profound. Third, because family members also smoke, in the family gathering, there is smoke in the house, the little boy and other partners play toys under the smoke. In the narration of the film write some word which like” you want your children to be like them.”


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