Integrated Marketing communicationOutlineIntroductionSelected advertisementIts detailsTarget audienceWho the they areHow they were communicated to by the advertCommunication ModelPersuasion theoryWhat is it all aboutTypes of persuasionPersuasion usedIf the advert was persuasiveConclusionRecommendationsIntroductionThe selected advertisement is ‘Anti-smoking Ad: Smoking Causes Emphysema, Lung Cancer’ by the Ministry of Health under the following url: ‘http: //www. youtube. com/watch? v=SaeJUCVEp2s& NR=1& feature=fvwp’. It is an anti-smoking campaign against smoking. It emphasizes that millions of people die every year from smoking. The advert is a 3D medical animation showing how smoking causes alveolar sacs to be enlarged and then thinned from emphysema as time moves on. Air is trapped in the lungs because the alveoli cannot contract and the smoker cannot breathe out effectively thus suffering from lung cancer.
Target AudienceThe target audience is the current smokers and the non-smokers in case they may think of smoking one day. The advert communicates well to the target audience because it shows a reality of what takes place in the body when they someone smokes. The message is meant to persuade the smoker to stop smoking and non-smokers not attempt to smoke and to anyone receiving the message to pass it to other people about the consequences of smoking; contracting emphysema and lung cancer. Communication Model. In any communication there is a sender and a receiver as shown in the above diagram.
In the case of the anti-smoking advert the sender is the Ministry of Health and the receiver is the target audience (the public: the smokers and those thinking of smoking). A sender and a receiver have different experiences, perception, ideas and so on. They experience, perceive and interpret things in different ways. In the anti-smoking advert the Ministry of Health may perceive the message to get the target audience to act immediately while the target audience may perceive the message as the interference of the Ministry of Health to prevent them from enjoying themselves (Chitty et al 2008).
The communication objective of the sender (Ministry of Health) was to create awareness to the public about the dangers of smoking and its effects. For communication to take place there must be some kind of shared location for the sender and the receiver to meet and in this case the channel of communication.
The Ministry of Health used Tv and social websites like YouTube to convey the message. The sender always has a message or meaning he or she would like to pass to the receiver whether conscious knowledge or subconscious (Mohan 1989). The message passed by the Ministry of Health is that smoking is not health for smokers and that they need to change immediately before emphysema and lung cancer attacks them. Any communication should have an outcome and this case the outcome is the change in behavior and attitude towards smoking (Trehan & Trehan, 2008).
The advert creates fear in the audience by giving them a real picture of what happens immediately cigarette smoke is inhaled. The animation showing the enlargement and shrinking of alveolar sacs and traps in the lungs making it difficult to breath out is very scary. One can’t imagine the color of the lungs changes to dark color and looks ugly and picture his or her own lungs. Fear is used to pass the message that if the smokers don’t stop smoking something bad will happen to them; their lungs will be trapped and will have difficulties in breathing and thus contract lung cancer and emphysema.
An effective fear appeal should be able to scare the hell out of people, provide a recommendation that is specific for overcoming the threat aroused, there is perception for recommended action to reduce threat and the recipients believe they can act on the recommended action (Walton, 2004). The fear appeal in the advert is effective because it scares the hell out of people, it gives a recommendation to beat the aroused threat which is cancer or emphysema, the recommended action (stop smoking) is effective in reducing the threat and the audience can believe they can be able to act on the recommended action.
Fear appeal commercials hope to get smokers worry about their health in case they contract emphysema or lung cancer. It paints an ugly situation of consequences that are possible of not stopping the act and it points out that one needs to act immediately. The advert fear appeal paints an ugly picture of the results that may be received if the message recipients don’t stop smoking.
The advert points out that they need to change before it is too late as their health is priceless.