Last Name 1 “Student Name” Prof. Abdul-Jabbaar English 102 April, 2014. The Smoking Kid. According to the World Health Organization, one billion people out of the world’s population of seven billion are smokers. Furthermore, approximately one person dies every six seconds due to tobacco smoking, which accounts for one in every ten adult deaths. Needless to say, now more than ever, the world’s governments and health organizations are keen to raise awareness about the dangers of smoking and eventually promote the decline of tobacco usage in general with the media as their vessel of choice, owing to its various forms and proven ability to reach millions of people at a go. This is where we’ve made our niche. As newly employed members of this advertising agency, it is important that you keep up with the trends and learn from the ‘Da Vinci’s’ of this industry. Only then can you stay relevant. Numerous campaigns have been launched worldwide but few have had the impact that the ‘Smoking Kid’ ad created by our competition over at ‘Ogilvy&Mather’ has had. The forty per cent increase in phone calls to the Thai Health Promotion Foundation hotline after the ad was aired is undisputable proof that the ad was in fact successful in reaching the masses and motivating them to seek professional assistance. The ‘Smoking Kid’ ad was initially created with the mature Thai smoking population in mind. This is seen by the fact that the ad itself is in the Thai language. The ad focuses on adults with the youngest being at least eighteen or so, and mature enough to fully comprehend and understand the negative effects of smoking tobacco. The message being passed through this ad, as is the same with all other anti-smoking ads, is that smoking is harmful to one’s health and should therefore be curbed in order to prevent future Commented [MA1]: Hook Commented [MA2]: Transition Commented [MA3]: Thesis Commented [MA4]: Topic sentence Last Name 2 complications. What is particularly striking about this ad is the fact that it employs a unique tactic where children are used to warn adults about the dangers of smoking, whereas it is usually the other way around. This deviation from the norm, in my opinion, is what makes the ad even more effective than the usual ‘shock and scare’ methods that other ads use every so often. It becomes apparent as soon as you watch the ad that the creators were focused on appealing to the audience’s emotions. Smoking adults are a common sight in society. Young teenagers who smoke are chastised in many social settings as being in a rebellious phase. However, mere children smoking is just downright atrocious and in most cases isn’t tolerated, endorsed or encouraged. Therefore, having a child walk up to a smoking adult and ask to borrow a lighter would no doubt elicit a particular r ...