If you had to brutally pry out one of your teeth in order to purchase a pack of cigarettes, would you? Most smokers do not fully acknowledge the real cost of smoking cigarettes and other tobacco products, but the United States Food and Drug Administration uses unconventional and shocking rhetoric in order to get the point of this cost across to tobacco users. The Administration’s “Real Cost” campaign stresses the harmful physical costs of smoking using a blunt messages and scenes of young people giving away parts of themselves as payment for Menthols. Exposing the United States public to these shocking “Real Cost” advertisements, the FDA persuades an audience of tobacco users to stop purchasing and using these products through the use of pathos,
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With the audience mostly consisting of young adults, this ad portrays a normal young man as the main character, encouraging the audience to relate to him. The then shocking scene of him prying out his tooth provokes a sense of alarm in viewers who originally could have easily seen themselves in his position. The association between themselves and forcefully causing themselves pain is shocking to young viewers and compels them to reevaluate their habits. Fear and disgust are some of the most influential emotions that cause individuals to actively make a change in their lives. The cashier’s statement, “see you again,” is another powerful appeal to the audience’s emotions because smokers can relate to the pitiful and constant cycle of tobacco addiction and continuous purchase of more and more …show more content…
At the end of the commercial, the audience can clearly see the statement “Brought to you by the U.S. Food and Drug Administration,” and the U.S. public clearly sees the FDA, a government organization, as a legitimate and respectful source of information. Viewers then fully consider the FDA’s anti-smoking message and statements regarding smoking as a cause of gum disease and teeth loss. The credibility this campaign possesses is just one factor in its ability to effectively persuade its
With the audience mostly consisting of young adults, this ad portrays a normal young man as the main character, encouraging the audience to relate to him. The then shocking scene of him prying out his tooth provokes a sense of alarm in viewers who originally could have easily seen themselves in his position. The association between themselves and forcefully causing themselves pain is shocking to young viewers and compels them to reevaluate their habits. Fear and disgust are some of the most influential emotions that cause individuals to actively make a change in their lives. The cashier’s statement, “see you again,” is another powerful appeal to the audience’s emotions because smokers can relate to the pitiful and constant cycle of tobacco addiction and continuous purchase of more and more …show more content…
At the end of the commercial, the audience can clearly see the statement “Brought to you by the U.S. Food and Drug Administration,” and the U.S. public clearly sees the FDA, a government organization, as a legitimate and respectful source of information. Viewers then fully consider the FDA’s anti-smoking message and statements regarding smoking as a cause of gum disease and teeth loss. The credibility this campaign possesses is just one factor in its ability to effectively persuade its