Dylan Bean

This commercial I feel was clearly targeted towards smokers.  But more important than that it was aimed towards smokers who are in fact hypocritical and claim smoking is bad but continue to do it themselves because they cannot stop. In the commercial a child asks for “a light” from an adult who’s smoking, the adult immediately tells the child smoking is wrong and is then faced with the question “ Well if it’s wrong then why are you doing it?” It is aimed to get smokers to hear not from others but from themselves that what they are doing is in fact wrong and  very bad for you. The person communicating the message is a child. This is an advertising technique aimed to initiate heavy emotion from the viewer and establish pathos within the commercial. If the person asking for “a light” was an adult the impact would not have been as powerful because there is not the same level as innocence there as there is with the child.The techniques used are things such as a gray undertone in the advertisement to give a certain depressed vibe about the message being given. In addition the whole theme of the commercial is that it is all being filmed with hidden cameras therefore implying that these are real people in real situations rather than just actors.