(Translation: Smoking is being a slave to tobacco.)
The print advertisement was introduced by a French association called Association de défence contre le tabac which aims at raising awareness of the risk of smoking and offering tools to protect the smokers. The association advertised the idea-oriented ad to promote the anti-smoking idea to the French smokers during an anti-smoking campaign in 2010. In the ad, there has a large image with a slogan with the advertising slogan “smoking is being a slave to tobacco” if we translate it to English.
When we focus on the image of the ad, we find that there is a woman who is seemingly a sexual slave, is going be forced to do something like oral sex. However, from her facial expression, she is unwilling to do that, as her head is controlled by a man. In fact, the woman is going to have tobacco in her mouth instead of genitals. The designer uses a metaphor to describe smoking just like doing sex that can make people addicted.
Apart from the image, there is a slogan showed under it clearly –“smoking is being a slave to tobacco”. It is because tobacco contains nicotine that is neurotoxic, addictive and can stimulate the human nervous excitement. Although the lady may not want to use tobacco, she doesn’t reject as she is addicted and feels numb. The longer the time she smokes, the greater the risk she will suffer from cancer. Therefore the lady becomes a ‘smoking slave’ rather than a sexual slave.
All in all, the ad uses window effect to show impacts of smoking - Tobacco is a scourge on our society major public health nuisance to community life, but also objects of power and corruption in a global industry.
Christina Hui
When we focus on the image of the ad, we find that there is a woman who is seemingly a sexual slave, is going be forced to do something like oral sex. However, from her facial expression, she is unwilling to do that, as her head is controlled by a man. In fact, the woman is going to have tobacco in her mouth instead of genitals. The designer uses a metaphor to describe smoking just like doing sex that can make people addicted.
Apart from the image, there is a slogan showed under it clearly –“smoking is being a slave to tobacco”. It is because tobacco contains nicotine that is neurotoxic, addictive and can stimulate the human nervous excitement. Although the lady may not want to use tobacco, she doesn’t reject as she is addicted and feels numb. The longer the time she smokes, the greater the risk she will suffer from cancer. Therefore the lady becomes a ‘smoking slave’ rather than a sexual slave.
All in all, the ad uses window effect to show impacts of smoking - Tobacco is a scourge on our society major public health nuisance to community life, but also objects of power and corruption in a global industry.
Christina Hui
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