This visual argument put out by the Healthcare Security Service states that smoking can indirectly harm your children as well as yourself. The audience of this ad is parents who are smokers. This ad creates pathos by using the fact that parents wouldn’t want to harm their child with something that they choose to do. Since this ad is coming directly from an agency that employs well qualified doctors, it has a very high ethos appeal for knowledge of the harm tobacco causes.
From a visual standpoint, the dark colors used creates a serious mood that will concern anyone viewing the ad. The font used and all of the letters being capital reinforces the seriousness of the issue. Emphasis is placed on the warning text by all of the white smoke around it. An image of a defenseless baby with his parents is used to appeal to the audience’s emotions. It makes them feel that by smoking they are upsetting and harming their children.
I feel that the ad is very effective in conveying its message. I can’t think of many parents out there that would be completely unaffected by seeing this. The strong emotional appeals, along with the dark serious mood, make for a very powerful advertisement.