This is a non-smoking advertisement and it is very creative. It was a live advertisement (set up on a street in Vancover) and has a huge cigarette smashing a car. The cigarette is on top of the car and specifically crushing the drivers seat. There is also a little bit of caution tape inside the car. There is a red sign in front of it that says “Death from car accidents: 370, Death from smoking-related causes: 6,027, Quit now before it kills you”. I think it shows a really strong message. Since it was not an ad or on a billboard i think it is a very innovative way of advertising to stop smoking. The audience is for people who smoke cigarettes, obviously. The claim at first is somewhat confusing but clearly an advertisement for quitting smoking. Once the sign is read the claim is clearly stated. There is statistical evidence that gives support and helps explain the visual claim. Therefore this is more than likely a statistical warrant. It uses all three values quite well. It has statistical evidence to prove the logical values and it has the visual component to express the emotional values. I think the ethos value is probably respected by the audience since it is creative and not the everday advertisement. Overall I feel that this advertisement is very effective.
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