Argumentative AD Analysis Essay

Social ads target different audience depending on the ad itself. In this case, the ad under analysis is the ‘kick it before it kicks you’ anti-smoking cigarette campaign. The ad is Smokers don't win with a hangman in smoked cigarettes. Then in the bottom right is say kick it before it kicks you. In this ad campaign, the main message it tries to pass across to the target audience is for one to quit smoking as one can never smoke for a life time without the whole lifestyle choice resulting in some kind of health issue. In this ad, the main focal point is the hang man hanging on cigarettes that one assumes he has been smoking over time. White and brown cigarettes that are burning are connected to form the images in the ad with a man kicking a burning cigarette also drawn almost at the bottom of the ad. The message the ad is trying to pass across is that with continued smoking, one is at risk of the chosen lifestyle taking control over their lives. The fact that the cigarettes are touching the ground while the man is hanging shows the seriousness and the impact of smoking on ones’ life (Kotler and Alan 94).
In any ad, there are some key elements in its design that helps pass across the right message and attitude to the target audience. One of these design elements is the copy or the text. It is vital that the text in the ad is clear and concise using a focused language. In the case of smokers never wins, the headline does not grab the attention of the audience as it is not written completely nor is the font used to type the heading eye catching. The other element of design is graphic elements where the ad should having illustrations and where applicable use of photographs as they are known to draw attention to the message in the ad. In the case of the ad used in the paper, it has images of cigarettes and a man hanging from cigarettes. This is good point in the case of how cigarettes always lead to issues in the life of an individual. However, it is not an image that one can easily grasp what is all about. It takes a moment or two before one gets to see that the black and brown lines are actually cigarettes. Therefore, the impact of the message in this case is inconsistent as there is a lack of immediate connection between the ad and the potential audience as it is confusing unless one takes a while to process the information.
The other element of design in an ad is the layout where the ad should be designed in a way that ensures that there is a focal point for an ad. The focal point should always be a picture or a headline and should be strategically placed to attract the readers. The layout should then have a white space with graphics or texts that lead the reader to the company signature. Therefore, in the case of the anti-smoking ad, the layout is well designed and the reader can follow through with the message from the beginning to the end as it leads the reader to the company signature from the focal point at the centre of the ad (Kotler and Alan 235). The shape and size of the ad is also an important design element that shapes the impact the ad has on the audience. Therefore, the shape and size links the ad to its purpose. The ad in this case, is therefore, the right shape and size to pass the message it purposes to convey to the target audience.
In general any ad aims to spark an interest in the target audience that arises from the headline and the image ad. Once the attention of the audience is drawn to the ad, it is important to capture the interest of the audience in what the smoking ad is all about. The next thing the ad should work on is creating a strong desire in the audience by creating strong emotions towards the ad. This will prompt them to want to act on what they are seeing. Therefore, it is vital that the smoking ad in this case to pass on a strong message across in order to sparkle the desires in the audience. After this, it is time to tell the target audience exactly what it is they have to do. The ad addresses this issue by telling the audience to kick smoking before it kicks them. When developing an ad, some of the factors that should be taken into consideration include cultural assumptions and the target audience. In the case of cultural considerations, the ad should be sensitive to different cultural beliefs. Therefore, it is important that the ad does not offend the target audience coming from a particular culture. It is important that one ensures that the message is designed in a way that will ensure it is passed across and well understood without offending the audience. Therefore, in the case of a smoking ad, the culture of the target audience plays a vital role in what the content of the ad will comprise. If the target audience comes from a preservative culture, then it means that the ad will have to be highly sensitive to any material that may create negative feelings and reactions from the audience. The language used in the text will also have to be one that does not use strong language; hence, the design and the language of the ad will be one that promotes a good and positive reaction from the audience.
The other factor, which an ad should take into consideration, is the target audience. For example, if the ad can be accessed by young children, then the language and images used should not be graphic. This means that the ad should use mild language as well as images that should be rated. An ad should be persuasive where it can appeal to the audience and prompt them to act upon what they see in the ad. To achieve this, the ad needs to use someone in the community that people identify with. It is common in ads to find a sportsman, a renowned health professional or an actor being used to appeal to the audience. It is presumed that if people can relate with the person in ad, they are more likely to take action rather than when it is someone or something they do not relate (Kotler and Alan 45).
The other assumption is that using fun messages also helps the audience connect with the message. A dull message is not likely to attract the attention of the target audience as compared to a message that is colorful and attracts audiences. Therefore, it is more probable that a smoking ad that uses attractive colors with an attractive person placed in a focal point will more likely receive a positive reaction from the audience. A social ad should therefore, encompass different aspects that give is a higher possibility of initiating action towards the intended message. In the case of the smoking ad, it should encourage smokers to quit smoking before it harms them.

Works Cited

Kotler, Philip and Alan R. Andreasen. Strategic Marketing for Nonprofit Organizations.
Englewood Cliffs, NJ: Prentice-Hall, 2013. Print.