Summary: This ad by The Roy Castle Lung Cancer Foundation. It shows how smoking in the house is just as bad for you as it is for your kids. The girl has an adult sized arm holding a cigarette. The text at the bottom reads: “Second hand smoking in the home hospitalizes 17,000 UK children a year.” 
Paraphrase: The Roy Castle Lung Cancer Foundation created an ad that appeals to parents, to display the negative effects on their loved ones.
Quote: “Second hand smoke in the home hospitalises 17,000 UK children a year” (Roy Castle)+++++
Improvement: Seeing the Mother’s reaction to her daughter might create more impactful emotion.
- Who published this ad?
The Roy Castle Lung Cancer Foundation. The UK’s only Lung Cancer Charity.
- Who are these texts intended for?
This ad is intended for smokers who have children. They use the young girl with the cigarette to show us that smoking in the house is just as bad for the smoker as it is for the people around them. This can also be used for kids with parents to smoke, to warn them about the effects of their actions. It’s a call to action for both parties. Stop smoking, or try and get your parent to stop smoking.
- How can we tell that?
A picture of a young girl, around the age of 7, is the main focus of the ad. The ad is simple and seems normal but clearly she as an adult arm - and it is smoking a cigarette. The ad also features a shocking statistic - “Second hand smoke in the home hospitalises 17,000 UK children a year” (Roy Castle).
There are other smaller symbolic things you can draw from this ad. For example, the coat hanger can be seen as implying that the parent is “hooked” on smoking.
Additionally, you may notice that the girl’s gaze is distant and passive. This could be the adult or child side of her, showing that she is numb to the fact that she (or her parent) is smoking and killing herself.
- What is the purpose of these texts? What are their creators wanting to change or make happen?
The goal of this advertisement is to persuade adults to stop smoking. This specific ad. focuses on smokers with children.
- How do they seem to be working toward this purpose(s)? What beliefs and values do they address?
The ad uses guilt to persuade parents to stop smoking, or at least to be more mindful of how they are affecting their children and loved ones, as well as themselves.
- What evidence from the texts can you provide to support your answer?
The one quote says it all: that second hand smoking can hospitalize many kids. This is a staggering statistic that truly reflects how bad smoking is for the smoker and the families.
- Can you come up with a statement that would indicate what the ad does?
This ad appeals to our emotions and strong statistics to display the negative effects of the smoker, as well as the people around them.
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