Heres a few:
http://www.youtube.com/watch?v=vxlUCIqbD8M&feature=related
This commercial concentrates on pegnant mothers, urging them to kill the habit in order to save their child. I personally thought the cinemotography (music, background) was quite nicely used.
WARNING!!! (Not for the faint-hearted!)
http://www.youtube.com/watch?v=F3W2fmYz2os&feature=related
This video was shown during my COM101 module. It shows the disasterous effects of smoking, a pale-faced looking lady with deformed teeth with her tag line: "Quitting is hard. Not quitting, is harder." This ad was so shocking that after many complaints from parents (Singapore) it had to be rescheuled to timings when children were less likely to be watching.
However other than using shock-tatics, ampathy (Pathos) how do we get our listeners to listen?
Our very own magician shows us how,
http://www.razortv.com.sg/site/servlet/segment/main/entertainment/20194.html
He uses what we learn during COM101:
-Frequency: He uses tag-lines of the anti-smoking posters put up the health ministry.(Although not as effective as Macdonalds frequent signboards)
-Contrast: He does not really stand out like a red dress in a funeral, however he approaches you in a mild manner, asking for aid then shocks you with his array of tricks.
-Intensity: His tricks will continually shock you (the coin switching hands) and hopefully you'll register his message.
-Novel Stimuli: It is a new way of presenting the campaign, getting the younger generation more interested in what he has to say. Instead of boring and too-frequently-used/ignored media forms.
His bag of tricks might capture and hold your attention, however, I do not feel that the message is efficiently brought across compared to the commercials above. The subtle messages have to be captured and perhaps more mnemonic devices could be used.
Some information he (AN EX-SMOKER) felt could be helpful,
If you feel like putting something in your mouth or an itch to light up a cigarette with your hands, eat a sweet or play an instrument, just do something else to ease that itch.
Change your routines of smoking. For example by prolonging the time between lunch and lighting up that smoke, you'll feel there is no need to. Change the habit.
I do not smoke so i would not know how effective is his advice, what do you think? And in light of this how do you think our country should be campaigning for a smoke-free nation?
Yes!Most advertisements use the 'expected' effects(in this case, using gorry and diturbing images for the quit smoking campaign). Doesn't really work,as far as I know. My friends who smoke are not one bit affected by these advertising antics, not to mentions quitting the cigarette.
ReplyDeleteIn response to your final question, I say, ban those cigarettes!But really,that's highly impossible. Good gsuggeston though.
People start smoking often due to peer pressure or curiosity. I smoked before and wasn't addicted to cigarettes. I feel that the addiction is just an excuse used. These disturbing advertisements are insignificant to smokers. Counseling would be a better way and it is important to educate children about the harmful effects since most smokers pick up the habit during their teenage. Well, just raise the price of cigarettes to $50 per pack or something!
ReplyDeleteI have always believe if you have self disclipine and endurance, you can never get addicted to smoking. What I believe is just one stick of cigarette for a start cannot get you addicted however it is normally when people ask for more due to curiosity or peer pressure or other reasons get them hooked to smoking. I knew of people who are social smokers and they never get addicted. This is all down to self disclipine and mental endurance. The more u smoke, the harder it is to quit.
ReplyDeleteAlthough the commonly heard symtoms of quitting smoking involved serious flu, headaches and other health issues, I personally think it all boils down to self-discipline. Take for instance the sudden craving for certain food, it usually happens because mentally, you choose to want it.
ReplyDeleteCigarettes, unlike drugs, do not promote serious side-effects. Addiction in this case is most probably due to habits like buying a pack and lighting a stick up. Such acts are so habitual that one cannot quit smoking or put off the urge just by popping in sweets or keep him/herself occupied.
Since my belief is zoomed into the mental aspect of smokers, visual aids should appeal to be a stronger message; commercials that tap onto the emotions of viewers are better in encouraging relations with a smokers' life (eg family, loved ones, possible health problems).
However, at a more practial level - the recent smoking bans in more public areas are indirectly "ostracizing" the smokers and putting across a stronger message of the preference of smoke-free nation. Together with higher taxes imposed on cigarettes, smokers will be more likely to be discouraged from making purchases.
i think the ads used are gruesome. and one of my friend 'quitted' smoking after watching the ad with the mouth full of ulcers. but then as you can see.. its 'quitted', meaning to say that he does smoke once in a blue moon when he is with his friends and wants to join in. so i think among the young people is about joining in. most people will say they dont smoke if u ask them, but if u ask further like social smoker? then they will say yes. so who smokes and who doesnt smoke is now kinda a gray issue. and smokers will also tend to say they are not addicted to smoking but they choose to and want to. which i feel that, that want itself is already the addiction.
ReplyDeleteand i think it is hard for singapore to be smoke-free unless people can take away the perception that smoking is cool. and most people also smoke to remain slim as nicotine reduces appetite. and in this 'thin-conscious' society, who will mind the long-term HARMFUL effects of smoking in exchange of the short-term of looking good?