Anti-Smoking Advertisement

Anti smoking ad - http://www.youtube.com/watch?v=0hySFt8O11A

Mise-en-scene:
The advert is set inside a hospital which instantly adds a sense of depression because hospital resembles illness and death. Due to the colors in the advert you can see it is very gloomy and grey which could represent sadness and depression.

Sounds:
Sound is all diegetic. No use of music or voice overs. The natural sound of the man on the hospital bed is used because because he seems to have a crackling voice which suggest to us that he is suffering from a illness plus the tone of voice used is slow and sensitive which could represent sadness.

Content signs

Signifier:                                Signified
Hospital Bed --------------- He's ill and at hospital

Nose tube ------------------ finding it hard to breathe

Product:
A product is not really being promoted but a message is being portrayed. As you can see from the suffering man it is stated in the advert that he is suffering from cancer which was caused due to him smoking. So the real message of product being portrayed or promoted is to stop smoking OR ELSE YOU'LL END UP HAVING CANCER like the man in the video. The company also tells us how to stop and how to get in contact with them if you need help in stopping smoking.

Plot:
The plot of the advert is an man who is obviously suffering from a illness. We soon come to know that the man is suffering severely from cancer and that smoking had lead to him being very ill. We gain to know that the man won't have long to live and that his daughter is coming to see him which means that the man also has a family. The empathy used in this is key for promoting the message because he tells us that he is going to dying very soon plus he has a family who love him enough to come visit him before he takes his last breath.

Target Audience:
People who smoke and are deciding to quit or wanting to quit as soon as possible.

Camera shots:
The close up on the mans face adds extra emphasis to his facial expressions and the state he is in. If there was a healthy man trying to say 'hey, let's stop smoking' with a close up of a huge smile on his face it wouldn't really hit the nerve of a smoker. So the man used in the advert shows he is dying plus the color of his face shows his life has been sucked out of him due to the illness. 

Advertising techniques:
A interview with someone who is suffering due to smoking. This is great because you get hands on information from someone who has been through what all smokers have been through and he has come out with the consequences that they initially lead to.  This is brilliant because most people don't worry about what will happen and don't really think about it but when they see a man like that suffering from smoking it hits you HARD and makes you realize that you need to smoking as soon as possible.