For my essay, the artifact that I am focusing on is a commercial of a woman who was a former smoker and now has a hole in her neck from smoking. Many of you are most likely familiar with this commercial or one’s like it, as ads like this have the ability to deeply scare and resonate with viewers.

A screenshot from the commercial I am using

This commercial was posted by the Center for Disease Control and Prevention as part of their “Tips From Former Smokers Campaign”. This specific campaign profiles those living with serious smoking related issues, and aims to either prevent people from smoking or to encourage those who do to quit. I am comparing this artifact to the video of a sea turtle with a straw lodged in its nose which is what I analyzed in my speech.

This ad is arguing that it is our responsibility to quit smoking and or avoid it to prevent damage to our lives.

I am drawn to this artifact from its heavily imbedded emotional appeal. When we view this commercial, we immediately feel heartbroken for this woman. Additionally, this commercial reveals how complicated this woman’s life is from smoking, making viewers scared to smoke and therefore avoid this addictive habit. This artifact is appropriate for my in depth analysis as I am able to compare this commercial to the similar emotional video of the harmed sea turtle I used in my speech. Both of these videos appeal so strongly to the emotions of their viewers, and I am able to build my argument upon this commonality. Some particular aspects of this ad I find intriguing and plan to explore is both the foundation of the Center for Disease Control and Prevention and specifically this campaign they created, such as when it was started, who supports it, and how effective it has been.

A screenshot of my artifact used in speech

In my essay, I plan to discuss how both this commercial and the sea turtle video heavily rely on pathos to influence consumers to make lifestyle change to help either themselves or the environment. I also want to discuss how the ethos of those who produced these videos worked to their advantage in influencing consumers to alter parts of their lives. I then want to touch on logos: how although Starbucks did not rely heavily on logos to make a change to their cooperation, smokers did the opposite, as when facts about smoking started to emerge, people began to stop. Furthermore, I want to touch upon how the context and kairotic moments these videos emerged allowed for progressive changes for the better. Overall, I plan to discuss how a mix of pathos, ethos, logos, and the context in which these videos and issues exist are what allow for humanity to not only reconsider their choices but even make changes for the better to eradicate the issue of both smoking and straws overall.