I looked at counter advertising to see what approach other designers have taken to entice people to stop smoking.
Many focus on mortality, suggesting the effects smoking has on health in a shocking visual representation. The shock effect entices the audience to read further into the advert to understand the context further.
The design below shows a person smoking a cigarette with a mutation growing out of the cigarette. This demonstrates the effects smoking has on health. The overall tone of the design is very dull and glum, with saturation reduced. The first thing that catches the eye is the colour red used to depict the mutation. The minimal text justifies the image in a short concise way, outlining the issue with a statement and direction to information to quit.
I found this visual very striking. It shows the inevitable consequences of smoking. It shows that this person was just one of a growing number of people dying from diseases related to smoking. Interestingly, the feet look quite young and healthy, implying smokers die young. The tag around the foot simply says “smoking kills” with a well known brand logo positioned above.
This idea actually came into my head too and sketched the idea before finding this. It exploits the monetary value of a pack of cigarettes, and asks the audience to consider, is it really worth the money? The image of money going up in smoke symbolises what people are doing when they smoke.
The style used below is something that interests me quite a lot. I have tried similar techniques before, and might be a path I may pursue. The image of the cigarette positioned at the bottom of the page creates smoke to form a spooky skull figure. This is a symbol of death that can be identified by the audience, attempting to evoke fear to the audience.
I thought the design below was quite a clever play on words. It communicates with the audience with terminology that can be easily recognised. The idea of addiction and becoming “hooked” is commonly associated with smokers. The tagline “get unhooked” is a clever play on words that provides the audience to seek help.
This process has made me look at what other designers have produced previously is discourage smokers from smoking. I found it interesting how simplistic some of the ideas were, yet they were so impactful. The message was always clear and concise, with one or two symbols justifying the point of the advert. The clever copy in some cases speaks to the audience in a way that they feel comfortable. Often shock advertising has quite a sinister tone of voice, however, the information often is more light hearted and offers help and support. The habitual nature smoking daily is often portrayed by taking out the saturation out of the visuals, showing age and glumness, in contrast to a brighter, vibrant future.