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Anti-smoking ads have very powerful emotional appeals and imagery to persuade viewers to quit smoking. These ads usually use pathos to evoke emotion onto people causing them to think about all the bad things relating to smoking. Some ads also use ethos by using peoples testimonials from former smokers or licensed professionals which have a sense of trustworthiness within the message. Additionally, logos is also used when showing data of how many people have died from smoking, appealing to the audience's logical side.

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Pro-smoking advertisements also have a long history dating back to the 1920’s. Many tobacco companies started to heavily advertise cigarettes, glamorizing and normalizing them. The use of celebrities, doctors, and many more “trustworthy” figures were used to advertise lots of brands of cigarettes. The ads started off as newspaper prints and later moved on to television advertisements reaching so many more people. Ethos is commonly used in Pro-smoking ads to make people have trust in the brand.

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In project two, I wrote about pro vs. anti-smoking advertisements, comparing them and analyzing what rhetorical devices they used. My padlet is going over my topic, evidence, the importance of it. It is also showing the advertisements that I analyzed giving a more visual approach. My padlet is also explaining what rhetorical devices the advertisements are using and how they're leading people to be more influenced by them.

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In this project, evidence is being analyzed in order to identify the rhetorical devices used to persuade the audience. I will also be using the rhetorical devices Ethos, Pathos, and Logos to show what devices the different types of advertisements are using. I also used visual evidence by analyzing imagery from the advertisements that I found.

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It is important to analyze the rhetorical devices being used in Pro-smoking and Anti-smoking advertisements so we can learn how to use it. Learning how to use rhetorical devices can influence the way you write, speak, and engage with people. It is also important to be able to identify the devices so you can avoid being influenced easily, manipulate opinions, and behaviors. In the 1960's smoking was very normalized in society. Doctors and many public figures were promoting the use of cigarettes, using the rhetorical devices in advertisements. Doing so, led so many people during that time to start smoking, they thought it was "healthy," just because Doctors were promoting it. Knowing how to identify rhetorical devices on important topics like smoking, can keep people aware and help them to analyze tactics being used.

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This 1950's Camel Cigarette advertisement uses the rhetorical device Ethos. Ethos was used in this advertisement because they showed doctors, which people usually think are trustworthy, reliable, and credible. Coming from licensed professionals, this will make people think smoking is desirable and make them become more like a respected figure. The viewers will be more likely to buy a pack of Camels because a doctor, who has authority, is smoking them. For example, in the ad they say doctors in all branches of medicine, in all parts of the country were asked what cigarettes they used, the majority said Camel. They’re urging the viewers to try Camel’s for “three days” which is supposed to be good for your throat and show you how good tasting they can be. So many people started buying Camel cigarettes because they were being told to do so by these Doctors. Without knowing what rhetorical devices are being used, viewers will most likely be influenced by these advertisements.

https://www.youtube.com/watch?v=sxrCjmqRTz0

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This 2006 Icons anti-smoking advertisement uses the rhetorical device ethos and pathos was used. This advertisement is throwing shade to the Camel brand of cigarettes by showing a camel in the opening shot. They’re saying how cigarette companies want you to think that hardworking people smoke, leading lots of people to start smoking. They show many different people in the ad explaining how these companies want you to think smoking will make you cool or beautiful. Additionally in the ad, they show a former smoker saying “you could end up looking like this.” Throughout this advertisement there is a strong sense of pathos, especially at the end when you see the man in the condition he’s in, advising the audience not to smoke. Lastly, Ethos is used which is presenting the sense that the ad uses faces of celebrities, showing that anyone can be targeted by the effects of smoking.

https://www.youtube.com/watch?v=l_W35500w4k

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When Cigarette Companies Used Doctors to Push Smoking

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When Cigarette Companies Used Doctors to Push Smoking

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In this article "When Cigarette Companies Used Doctors to Push Smoking," by Becky Little, she talked about how Luckies cigarette brand was the first to advertise with physicians. “The first cigarette company to use physicians in their ads was American Tobacco, maker of Lucky Strikes. In 1930, it published an ad claiming “20,679 Physicians say ‘LUCKIES are less irritating’” to the throat.” Lots of Doctors responded positively to this leading people to believe that using Lucky cigarettes is good for your throat. Like many other pro-smoking advertisements this one used Ethos. By telling the public that "20,679 Physicians" say Lucky strike cigarettes are better for your throat, then people will start using them. Many other cigarette companies followed in Luckies footsteps by featuring Doctors in their advertisements.

https://www.history.com/news/cigarette-ads-doctors-smoking-endorsement

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https://www.history.com/news/cigarette-ads-doctors-smoking-endorsement

https://www.youtube.com/watch?v=sxrCjmqRTz0

https://www.youtube.com/watch?v=l_W35500w4k

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By the 1950's Doctors had gathered convincing evidence that smoking cigarettes would cause lung cancer, which meant they had to shift gears for advertising. After this discovery, the use of Doctors and the Ethos rhetorical device in those advertisements, it no longer was convincing for the public.

https://www.history.com/news/cigarette-ads-doctors-smoking-endorsement