Struggling Ash

Purpose:  The purpose of his advertisement is to remind people what smoking does and how it affects us in the long run. This advertisement does not have any words or form of literacy that we can use to describe its meaning, but it does have an image. An image which is worth a thousand words. They have kept the image of this advertisement fairly simple; it portrays a burning cigarette with a dying silhouette of a man made out of ash.  In my opinion this is a very great way to show the effects of cigarette smoking in the long run.


Audience: This advertisement is targeting smokers more directly, but is also targeting non-smokers. This advertisement shows the reality of long-term smoking while warning would-be smokers of its effects and what could happen to them if they start smoking. One of the indicators of this is the fact that the picture does not have any positive aspects to it. It does not have anyone smiling or having fun, but instead it shows a silhouette of a dying man made out of ash seemingly trying to get back up from his struggles and almost giving up all hope.


Genre: This is an Anti-Smoking ad which is trying to curb people away from smoking.


Tone: The tone of this advertisement is dramatic. It shows the man struggling to get back up from his knees while having his head down like as if he is giving up. The ash in this advertisement is conforming to the silhouette of the man and is slowly falling apart. It is not showing life anymore but an eventual death. The cigarette itself does not even have a living ember in it, like the fire has already died out and soon the man will follow. The whole scene is also very fragile looking, as if a soft breeze could blow this whole picture away and be eventually forgotten by the observer.