This advertisement filmed children were asking the adults smoker for a light. As a result, almost every adults reminded the children about the health effects of smoking. But, a question was asked by those children- “If it is so bad, why are you smoking?”and handed a smoking leaflet to the adult smokers.
Again, the message of this advertisement is very obvious and clear, it shows obviously the it is about smoking. And, there are some scenes that cause the viewers to elaborate the message. Such as, the question that was asked to those children- “If it is so bad, why are you smoking?” and the message on the leaflet as well-“You worry about me, why not about yourself?”. According to my previous blog, it mentioned about the effectiveness of elaborating on a persuasive message. If the elaboration is high, the viewers are more likely to change their attitudes towards this matter.
Moreover, there is a message factors in this advertisement. For me, I think this advertisement shows two-sided decisions/ argument allowing the viewers to think about if they were in that situation-To give a light or not to give a light. Apparently, none of them provided a light to those children. But why? This leads to my next point-Audience factor. It is important that whether the viewer/receiver hold a same belief/behavior with the messages, for example if the receivers hold a same belief with those adult smokers towards the health consequences of smoking and will decide not to give a light, they are more likely to be persuaded by the advertisement. Furthermore, The leaflet, the children and the question from those children are the key of this advertisement, without them persuasion is not going to be work. It is because adult usually teach children how to behavior and to do, however this advertisement causes the adult smokers to re-think about their behavior- whether their behavior identical with how they teach the children? Also, the words “Why not worry about yourself”, lead them to think about the THEIR health consequence of smoking. By that, the leaflet picks up the point that “Reminding yourself is the most effective way”; implies the smokers noticed the effects of smoking but they rarely remind themselves about it.
Overall, this is a very good advertisement and personally letting people to THINK is the most effective way to persuade the receivers.