Cancer Research UK has released a number of hard-hitting adverts this year, such as the campaigns: ‘Cancer we’re coming to get you” and “Cancer has an enemy. Research”. You can barely go a month without a new advert popping up on our TV screens, informing us about the war on cancer, and providing inspiring messages about the positive progression of research into the cure.
The
charity’s latest advertising campaign, “The world back home”, released today as a viral ad focuses on the relationship between smoking and
cancer, and the need for standardized packaging. The controversial video sheds
light on the advertisement of cigarettes to children around the world, and how
tobacco companies target them as an audience.
The
ad shows young children of different ethnicities smoking cigarettes, before
panning out to reveal that the children are in Britain. Enforcing the message
that children not only around the world but also in Britain are influenced by
the tobacco industry. The only thing left to change in Britain is the packaging
of cigarettes to leave them unbranded, unappealing and looking something like
this:
I
like the simple formatting of the ad, this is a no fuss, no frills piece of propaganda.
Simple, to the point and creates an inescapable impression on the viewer. The
lack of music creates an understated somber atmosphere to accompany the
shocking facts being sensitively voiced over the ad. The sheer visual impact of
children smoking is enough to make one stop and think. Within the first 5
seconds the ad grabs the attention and provides a controversial image of a
young girl smoking, leaving you wanting to know more.
The issue of the advertisement of tobacco company products to children is one that needs a whole post of its own, so for now I will leave you with this poignant example of why it undoubtedly should be banned.
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