TJ Wright
2nd period
Background
Ad from CONAC Chilean Corporation Against
Cancer
 Advertising Agency: DRAFT FCB + IDB
 Creative Director: Rodrigo Gómez
 Art Director / Illustrator: Paulino Caffarena
 Copywriter: Gustavo Hernandez

Smoking isn’t just suicide. It’s
murder.
What catches your attention?
Why?
What catches your attention?
Why?

The smoke that forms a “bag” around the child’s
head. It shows that second-hand smoke can be just
as deadly as smoking yourself by comparing it to
suffocation. The child is also shown to be in quite
a lot of pain.
How do light and color create the
focus?
How do light and color create the
focus?

The light is brighter around the child’s head and
darker around the rest of his body which puts
more focus on the “smoke bag” around his head.
His face and the smoke are lighter colors than his
clothes and the background which allows more
emphasis on the message.
What is included or omitted?
What is included or omitted?

The gender and estimated age is included and
allows the audience to think about how smoking
can affect the future of children. The person who
is smoking is omitted so the audience doesn’t
know if they are a parent, relative, or complete
stranger.
What is being compared?
What is being compared?

Second-hand smoke is being compared to
suffocation. Second-hand smoke can cloud up the
lungs which shortens breathing and is a slower,
more dangerous form of suffocation.
Who is the intended audience?
Who is the intended audience?

Smokers and the public. The ad wants to make
smokers aware that they are not harming only
themselves, but everyone around them. The ad
also wants the public to be aware that secondhand smoke can be just as deadly as if nonsmokers
were smoking themselves.
Ethos?
Ethos?

The CONAC Chilean Corporation Against
Cancer symbol at the bottom of the image gives it
sufficient credibility.
Pathos?
Pathos?

I felt sympathy for the child because I just want to
take the pain away from him and free him from a
world of smoking. I felt empathy with the child
because I have experienced second-hand smoke
all my life.
Logos?
Logos?

Second-hand smoke is just as deadly as if you
were smoking yourself. It can effect everyone, no
matter their age, gender, or race.
Bibliography

Caffarena, Paulino. Smoking isn’t just suicide. It’s
murder. n.d. Chile. Adsoftheworld: CONAC Chilean
Corporation Against Cancer. Web. 14 Nov. 2011.