Adidas Smoking Campaign Essay

1033 Words Feb 23rd, 2013 5 Pages
Sajid Azad
English 102-942
Instructor: Valerie Fox
Impossible is Nothing Adidas’s latest anti-smoking campaign features three cigarette butts layed out in a white background in the style of its logo, which includes their motto “impossible is nothing”. As one of the largest suppliers of athletic gear, Adidas looks to not only promote greater advantages in sports recreation, but also in good health. The communicator in the ad is the company Adidas, the primary audience would be smokers out there, but this message also applies to all athletes and athletic individuals. The message and purpose of the ad includes the fact that people who are smoking always have the option to quit, and as their motto implies, “impossible is
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Colton also feels that the Adidas Company “promotes healthy image of athletic gear” and that they “care about the health of the customers”. She also mentions how the ad is revealing how it not only “promotes a smoke-free lifestyle” but it also shows how “health equals power” (Colton).

Furthermore, there have been many researches done and papers written regarding the very topic of smoking. According to Terri Pettinger, a researcher in the field of health studies at the Alliant International University, “Cigarette smoking is the leading preventable cause of death in the world” (Pettinger). Not only is this a ubiquitous fact, but it is the one of most commonly ignored health warnings in today’s society. It is due to these reasons that the audience is being reminded by companies such as Adidas that there are always better alternatives, such as sports. Adidas is known for being a global promoter of health, and often reveal studies that reveal how sports can lead to an increase in one’s lifespan. Quite interestingly, Pettinger mentions “smoking accounts for an average reduction in lifespan of 13.2 years” (Pettinger).
There are many people out there that have stopped smoking due to a variety of reasons, including societal issues such as second hand smoke which is harmful to the community, and also one’s family if the habit is common inside households. Of the numerous

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