Paper 1 - 9
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Its purpose is to highlight that lung cancer research is essential and convince the audience to donate to the charity.
The title is provocative and draws attention. However, it is fine to use such dark humour because it is a lung cancer alliance.
Smoking companies usually have an image illustrating only the wrong sides of smoking.
It is for a younger audience.
The title is what is assumed how people think.
Their purpose is to increase donations and revenue
The message is that smokers and those with lung cancer are not bad people and deserve help and improved healthcare. It attempts to dispel the stereotype that each one with lung cancer does not deserve help, and they want to raise some money to help them. The ad does it through the use of humour and irony.
A picture of a relatively stereotypical hipster. With a provocative slogan. It is presented as if hipsters deserve to die, as if it’s their ad slogan, but the ad’s message is the opposite. They want to communicate in the shortest way possible {{}} with a provocative image that instantly draws attention.
The logo represents lugs. It’s a pictogram of human lungs
The entire ad has a sans-serif font to distribute it on the web. It also looks minimalistic and to the point.
The colour palette is desaturated, which is almost monochrome. There aren’t that many colours in general.
Short sentences
“It sounds absurd, but it’s true”. It takes aggression, but it talks to the audience as if they already believe that people with lung cancer are not bad. It also shifts their bias towards not hating people with lung cancer. They talk as if they already agree with the alliance position.
They play on the person’s implicit belief.
It gets its idea in the fastest and most digestible way. That’s why it is minimalistic and has a simple visual hierarchy.
The website link is not highlighted anyhow and is fully embedded in the text.
The guy is not looking at the camera but above the camera’s perspective. It takes some of the aggression out of the reader. Also, the person is not talking to the audience, but the ad talks about him in the third face.
He is also neutral, which contributes towards seriousness
The white font and the gradient darkened towards the bottom right side help to build a visually appealing hierarchy that is easy to follow and read.
The layout is linear but does not have any one column.