Essay on Language of Advertising: Nhs Smoke-Free
Over the years, it is apparent that adverts in general have adapted their advertising language by employing extensive methods of persuasion, instead of focusing on their actual product or purpose.
Some may remember when the NHS health campaigns were exactly that; health campaigns, not commercials. Their primary objective was to inform the audience of the dangers of smoking and drug …show more content…
So, are visual effects or language more responsible for provoking the audience’s fears, guilt and anxieties?
Professor Sarah Johnson has conducted a study into how the language used in these adverts provokes feelings of fear, guilt and anxiety in their viewing audience. Her investigation required a group of participants to be asked to watch each of a number of the NHS smoke-free adverts twice; once with the visuals removed, listening to only the language used, and the second time with the images on screen and without sound. They were asked to record their initial feelings on each screening, describing the impact, if any, the language and the visual effects individually had n each participant. Early indications of the study revealed that, in most cases, the language used had a bigger impact, in terms of making the viewer consider the consequences of their actions, than the images alone. However, it was also