Underage smoking is one of biggest challenges that the American society has to face. In an effort to curb the crime, adverts are being used to discourage the young people against smoking.
The featured advert looks at the irony that surrounds some of the celebrities and their efforts to curb the vice. Ethos has been applied here by using Philip Morris who is loved by the young people even though what he says is not what he stands for. The title of the advert seeks audience of the young people as they can easily associate with the name. This therefore plays a big role in attracting the young people and making them desire to know what is written it.
After getting the attention, it starts by criticising the celebrity based on his words and actions. Pathos has been used here to get into the emotions of the young children and their parents. Philip Morris has always stated that he does not support under-age smoking yet his cigarette brand sells most especially among the young people. The advert goes ahead to give statistics on the percentage of young people that prefer Marlboro brand of cigarettes and those who are likely to die from its side effects.
In logos, we realise that the advert fulfils a lot in terms of discouraging the young people from the need to be associated with certain celebrities, not realising how misleading they are. Philip Morris seems to know the dangers of smoking yet goes ahead to a have a cigarette brand. The picture in the advert also reveals that there is a serious smoking issue in the American society affecting small children in the school. This is hence meant to alarm parents that their school-going children could be smokers.
Children have a tendency of identifying a high-ranking individual in the society who becomes their role model. It was therefore paramount for the three aspects of persuasion, logos, pathos and ethos to be used in the advert to convince them that not everything they see and love is concerned about their wellbeing. It is important for the celebrities to ensure that they are being the best example that children can emulate. On the other hand, following a celebrity without understanding their character can be misleading to the children. The American society therefore, has a role to play in exposing whom the real celebrities are to ensure the children understand them.