AdvertisingLiam Heeley

Slogan ideas● Smoking kills, why do it…

● A cigarette is like a bullet, quick and unexpected

● Think of the next generation

● Your encouraging the younger people in society

● Why…

● ONE drag kills ONE human cell

● Don't start, be smart

● Use your knowledge, don't smoke at college

● Your a fool if you think smoking is cool

● You can live without it

● Stop smoking and stay healthy

● Stop smoking and be smart

Mood board

Mind map ideas

QUIT SMOKING ADVERT

Show the effects of smoking, in words and image

Effects people around them

Smoking shortness life expectancy

Costs a lot of moneyImage of somebody

smoking

Image of smokers lungs

Comparison image, before and after

Either bright colors or dark, dull colors Can lead onto drugs

Write ‘think of the consequences’ but as a shadow for the text write ‘think of the cancerquences’

Mind map 2

MY QUITSMOKINGADVERT

Lets audienceFocus on one thing

Negative spaceBlack and red

Strong, depictivecolors

Large image

Demonstratesthe effect

Use statistics

Representsthe reality

Take a pictureof a personsmoking

Blur out andadd text

Draw an illustration

Allows the younger generation tounderstand Depictive image

So people canbe influenced tostop smoking

Common types of advertising

Before and After• This technique is used mainly on adverts that are promoting

weight loss or cleaning products to show they effect that the product has before it is used and after.

• This technique usually shows a negative image first, for example a food stain on an item of clothing, then it will show a positive image so that item of clothing without the stain, which therefore is promoting the product because it gets rid of stains.

Advice• This type of advertising is ambiguous as it is

promoting a product, as well as advising people about needs that they may not have in their life. For example if the advertisement is advertising fruit, the slogan could be ‘do you have enough protein in your life?’, this then makes the audience think and therefore could persuade them to buy the product.

Empathy• This technique is used to make the audience feel empathy, so

then they are persuaded to donate to the charity being promoted for example.

• This technique is usually used in adverts that inform people about the lack of recourses in poorer countries or the way smoking effects children and ways it can be prevented.

Testimonial• This technique mainly uses famous, well known people to

promote a product. For example if Adidas might get David Beckham to wear some new Adidas football boots, which will therefore allow the audience to see that famous players wear them, so therefore they must be good. This is an effective technique because if the audience is a fan of the celebrity being used, then this will further persuade them to buy the product.

Demonstration• This technique can be used with the before and after technique

as it is demonstrating a product and how it works. For example a football player will kick a ball wearing a pair of boots that are old, then they will be shown kicking a ball with a new pair of football boots representing the difference.

Competitive or comparison• This technique represents how one product is better than

another, for example in a washing powder advert this technique is used to represent how one brand gets stains out better than other brands. This creates competition between brands to create the better product, which will overall end up forming a very effective product. Samsung and Apple are competitive in their phone features as they always try to beat each other in what their new phone can do.

Negative to positive• This type of advertising turns a boring or negative subject into a

more positive subject. For example if politics is being advertised, which to most people is very boring, it will be turned positive by adding bright colors or adding facts that could benefit the audience. This technique uses mainly images instead of a lot of boring text, this is so the audience have something to look at instead of lines and lines of text.

My own advertising method examples

AdviceThis is my example of an advice method of advertising. I have simply just used text, to make the advert straight to the point, which is important with this type of advert because the reader needs to easily understand exactly what the advert is trying to say. I used bold colours that stand out on each other because again, it means the advert will stand out again any other and the message will easily be portrayed.

Before and afterThis is my example of a before and after method of advertising. I wanted to make the message clear to the reader and also give a visual example of what the effect of smoking is. I displayed two bright coloured images to keep the focus on them, more than the text that is linked to the images. This was important because the images backed up the text. The two colour differences in the images represent the effect.

ComparisonThis is my example of a comparison method of advertising. These visual images are represented how families can be destroyed by a member of the family smoking. This is made very obvious in the images, which is good because people can easily visual the message that is being portrayed. The text in the middle of the two images also backup hat the images are saying.

DemonstationThis is my example of a demonstration method of advertising. The whole point of this advert is so that the viewer can see the image blurred in the back, which represents how the effects are hidden. The text is also important as this is what the viewer reads whilst thinking about the hidden effects of smoking. I used black and red because they are strong, deceptive colours, which help to pass the strong message across.

EmpathyThis is my example of a empathy method of advertising. The design is purely text, which means there is no image to back up the point that the text is portraying. The colours are similar to the colours i have used in other examples and this is because the colours work well together and help get the message across. The number ‘480,000’ and word DIE’ are in red because these are the words that theaudience need to see first, to make sure the advert is effective.

Negative to positiveThis is my example of a negative to positive method of advertising. Minimalism is the theme of this advert, it includes very little text and image, as it is only 3 words and one small image. These two aspects are very small on the page, yet are very visible on the black background. The text includes the word ‘minimalize’, which links to the advert layout because it is a minimal setup.

TestimonialThis is my example of a testimonial method of advertising. The man in this picture is called Roy Castle who was a famous celebrity. Showing a celebrity in a quit smoking advert is very effective because it makes people believe the realisation of what smoking causes. The text again supports what the image is saying, this happens throughout lots of adverts to make sure the viewer is aware of the meaning.

Advert analysis

This advert is very effective due to a number of factors.• Colour – The colours used in this image are very dark and add emphasise to the purpose of the advert, which

is to persuade people to stop smoking by showing them the negative effects of the act• Image – The image of this advert gives a very strong negative message about smoking, I know the image is

effective because if the text wasn’t there I would still understand what the advert is trying to portray. The image is ‘thick dirty blood’ dripping out of the end of the cigarette onto the surface of the table, this image is very explicit showing a blood like substance which is dirty due to the toxins in the cigarette. This shows people what effect smoking has on the inside of their body what they cannot physically see.

• Text – The way smoking is described in this advert is very strong and explicit, this therefore makes smokers rethink about their actions because the text is telling the brutal truth, which many other adverts do not, which is what therefore makes this advert very effective. The text also gives an added ‘link’ so that the audience can look more into it if they want to know more, which therefore makes the advert even more effective.

• Overall I like this advert because if I was a smoker, I would definitely re think my actions due to the brutal truth being told. The strong message in this advert also makes me believe that this advert is effective so therefore that’s why I like it.

This advert is very effective due to a number of factors.• Colour –This advert uses very depicting colours to make the advert overall effective, this is important in an advert like this because

the purpose is to inform the audience about the negative effects about smoking and try to persuade them to stop, so the colours create a dark image around the smoking act, which therefore make people think twice about doing it

• Image –The image used in this advert is similar to the one previously, as it has been designed by the same company, this therefore shows that the company is serious about making people stop smoking. The image is showing a ‘roll up’ that has been opened, which then therefore reveals the truth about smoking and what happens to the inside of your body when you do this, so therefore makes people believe that smoking is a harmful act. The image is very strong as it shows the lungs of a human body rotted away and is slowly but surely being destroyed by the substances being smoked.

• Text –The text used in this advert has a hidden message which is ‘smoking kills every part of you and will eventually rot you away’. This message is very strong because it is telling the audience that if they don’t act quick, it will soon be too late for them, which nobody wants to here so therefore the purpose of the advert will have worked by persuading the audience to quit smoking.

• Overall this advert is very effective because of the graphic image shown, which will have an effect on the audience and may persuade them to quit smoking, which is the purpose of the advert.

This advert is very effective due to a number of factors.• Colour –The background colour used in this advert, grey, is very dull, which represents the act of smoking, this adds effect to the

advert because is further makes people think of the negativity of smoking. Likewise, the colour grey has been used on the end of the hand at the fingertip, this is to further emphasise the negativity of the act of smoking. Then the skin colour on the hand is used to show that you can still be healthy if you act quick.

• Image – The image of the cigarette end on the finer tip is very strong and effective, this is because this represents how your body can get so addicted to the substances, you will eventually become the cigarette because there is so much of the substance in your body it is impossible to get rid of it and it has taken over all of your important organs.

• Text – ‘you are harming people around you’ – This is the first piece of text on this advert, I found this out by using the google translate app, but the text is very effective because it gives the audience a wider view of the harm that they are doing whilst smoking and makes them consider other peoples health. ‘you are injuring yourself’- This is the second piece of text on this advert, this is also very effective because it is the main negative point about smoking and adds emphasise onto the negativity of the act.

• Overall this advert is one of the most effective I have seen because it is physically showing the audience that you can turn into the cigarette due to having so much of the substance in your body, which therefore means you are a threat to other people because you could end up harming people just like the cigarette does

This advert is very effective due to a number of factors.• Colour – The background colour used in this advert is one of the most effective colours, the colour black represents

negativity, dullness and harmfulness, which all link to the purpose of the advert. This contrasts with the colour white being used on the image of the boy as it shows how the harmfulness is being dominant of the young boy, the white also represents the innocence of the young boy and how smoking harms innocent children, which is one of the main negative points of the smoking act

• Image – The image in this advert is very strong and explicit as it is showing a young boy, because battled by the fumes off the cigarette, which is very effective because nobody wants to see a child suffering, so therefore makes the audience realise the harm that they are doing to the innocent.

• Text – This advert uses no text, which is a very well used technique in advertisement, this makes the young child the main point of the advert as he is the only noticeable image, this therefore makes the advert effective because all the focus is on the harm that smoking does to innocent people

• This advert is one of the most effective ‘quit smoking’ adverts because of the image of the child, which if I smoked, I would definitely realise the negative effects that I am having on other people and therefore would stop instantly , this represents how the advert is effective because it is achieving the overall purpose of the advert

This advert is very effective due to a number of factors.• Colour – The colours used in this image are very strong, effective colours, this is important because It adds emphasise onto the

purpose of the advert. The colour black is representing the negativity of the smoking act and also links to the gun, which is a very harmful object in the world, which therefore links to cigarettes being very harmful as well. The colour white used on the text is in the colour white, which stands out from the background colour, this is important that it stands out because of the strong message being portrayed in the text

• Image – The image is showing a gun, which is a very harmful weapon, being loaded by cigarettes instead of bullets, this represents how cigarettes are just as harmful as bullets, which therefore make the audience realise that smoking is just as bad as being shot by a gun, but even worse because it is a slow death instead of an instant one.

• Text – The text in this advert is being shown very effectively as it is listing all of the negative effects of smoking and what could happen if you carry on, this will therefore make the audience realise how badly they are effecting their own body by smoking these cigarettes. Also the text saying ‘so why bother starting’ is effective because it represents how the smokers are too late and have already been caught in the trap of this act.

• I like this ‘quit smoking’ advert because of the technique that has been used, which is listing all the negative effects of smoking, this is very effective and is one of the best ways of trying to persuade smokers to quit, so therefore makes the advert one of the best ‘quit smoking’ adverts

My quit smoking adverts

Version 1

This version of my own quit smoking advert is showing a person smoking in the background, but i have blurred it out to represent how it is not seen my many people or in other words is hidden. The play on words in this ad is very important because it highlights the main effect of what smoking does to you.

Version 2

I wanted this ad to be animated only with no real image, this was so that it is appropriate for all ages, especially the younger generation. The colours that i used in this ad work very well together, so this is the reason why i i chose to use them, it allows the important parts of the ad to stand out.

Version 3

I took the background image myself and the reason i took this image is because it clearly states on the box what the effects of smoking are, so it makes people realise what it is doing to them by simply just looking at the ad.

Version 4

I drew out these lungs to show the difference between a healthy and unhealthy lung. I wanted to do this to represent how if people change, they will be able to change the way their body looks. The design of this ad can come across as very childish, which was important because it shows how it is affecting the younger generation aswell.

Version 5

This ad can look complicated to some people because the message isn't very clear, this links with smoking because the effects are also not clear to the user. The colours are all different and the design is very unique, which was important because it means that it will give the audience something new to look at.

Version 7

This is my favourite ad because it is an image i took and the text is very bold and effective. I simply used photoshop to edit the face, which i will show the original in the next part of this powerpoint, then just added a clipping mask to the text and also added some smoke effects.

Final advert

Original image compared to edited

This is the original image i took compared to it once it had been edited in photoshop. I mainly used the brush tool to make Connor look beat up and ill, i then changed the blend mode to colour to make more of a faded effect. I kept some of the original skin colour to show how there is still hope and there is time to stop and change.

Photoshop development stages

These different stages of the photoshop development simply involve clipping masks, adding text and uses the brush tool. I wanted to give a deteriorating kind of effect to the person and text, so i did this by using the brush tool to hide some areas of the text to make it look like it has rotted away.

Text clipping mask image

This is the image i used to clipping mask the text, it is a smokers lung but in the effect of leaves. I chose this image because it isn't just a typical smoker's lung, it adds some uniqueness to the text. This also worked very well with the background of the ad and the smoke effect that i put on the ad.

Final overall advert

This is my final overall quit smoking advert. I wanted to make sure the audience can see the effects of smoking on the user. This is also represented in the texture on the text, which is like a smokers lung effect, this links to the image shown because they work together to portray negative outcomes. I added a filter onto the image to make it look less photographic, i wanted to give an animated effect, which further emphasised the damage that smoking does.