Real Cost Ad Analysis

In August of 2015, The American Heart Association partnered with the FDA to create a commercial commonly known as the “Real Cost-- In the Way,” ad. This commercial calls for viewers to stop smoking. The ad demonstrates that the targeted audience for anti-smoking ads has shifted from the adult smoker to the all too common teenage or young adult smoker. As the target audience changes, one may wonder the reason for this change, and how one would go about making such a change. The answer is by adjusting the content to appeal to a younger audience. An examination of the critical differences between these ads is based on whom they are for, and why the change in advertising was necessary in the first place is necessary.
In contrast to the 2015 “Real Cost,” ad, an ad first released in 1967 entitled “Like Father Like Son” was aired. This public service announcement opens with the simple phrase “like father, like son,” as the camera pans up to show a man and his young boy painting their house. Seemingly a feel good ad demonstrating the bond between …show more content…
The goal in both cases is for the narration to reinforce the point of the ad. “In the Way” makes use of a powerful slogan while the older ad from the American Heart Association simply repeats a common expression with a new inflection and meaning before inviting the viewer to consider what they have just been shown. The point of the text in both cases is to show sponsorship for the ad and to give resources for the viewer to further expand their knowledge of the subject. In “Like Father Like Son,” this resource is physical literature that could take some effort to acquire but the FDA ad from 2015 has the ability to apply 21st century technology. In addition to providing the “Real Cost” logo the final shot of the commercial shows a hashtag. The use of social media helps to better involve people in the larger ad campaign, and once again appeal to the younger