I chose on this ad: 
Outline Format
Topic: The harms of smoking
Purpose: To show viewers of the ad the destruction the smoking entails
Thesis Statement: Through the effective use of intrinsic proofs and the support of the dominant ideology that smoking kills, this ad calls, specifically kids and young adults, to stop smoking before they inevitably lose the value of their own life over the enjoyment or image that a cigarette offers.
Introduction
Attention Strategy: Gather research, facts, and statistics regarding the effects of smoking
Orienting Material: Address the current social stigma that surrounds smoking in younger generations; analyze trends over the last couple years
Preview: The three main characteristics that are immediately noticeable upon first glance at the ad are the image of the gun formed out of the smoke from the cigarette, the young age of the featured male, and the words written in the bottom right. These aspects of the ad work together to support the dominant ideology that smoking is harmful, and disprove the new emerging ideology that has recently gained traction in the younger generations that smoking is fun.
Body
- Main Idea – The ad relies heavily on its emotional appeal to gain support and attention from its audience.
- The Color Scheme
- Dark background: symbolizing death; consumed by darkness; dramatizes the ad/serious tone
- Smoke is brightàemphasized against the dark background; could be viewed as a “light,” many people use cigarettes as an outlet
- Cigarette image
- Smoke takes form of a gun-cigarette is literally killing you
- Cigarette=gun=hints toward suicide/killing yourself
- Main Idea – The subject of a young man addresses the audience this ad is attempting to target.
- Young man
- Smoking: attempt to connect with a younger audience
- Light shown on his face
- Emphasizes the facial expression: serious/straight expression, not associated with enjoyment but rather stresses the dark, depressing side of smoking
- Contrast against the dark background-sends the message the we, as individuals, can make the decision to separate ourselves from the darkness that comes with smoking—stress on the individual; only you can save yourselfß challenges emerging ideology
III. Main Idea – The ad calls the audience to action by stating, “kill a cigarette and save a life. Yours.”
- Consider the worth of their life
- Do effects of a cigarette truly outweigh the risks they entail
- Young audience-still have not experienced all the health effects caused by cigarettes—have time to quit and save themselves
- Supports the dominant ideology
- Smoking is harmful and needs to be stopped—kids need be aware of the dangers before they are confronted with the decision of whether or not to engage in smoking
Conclusion
Summary Statement – Eloquently constructed, the ad’s use of intrinsic proofs, particularly pathos, as well as their efforts to reach a younger audience helps to remind us of what we are willing to give away every time we make the decision to smoke.
Concluding Remark – This ad calls to question if smoking is worth what it costs. Are our lives, our health, our worth something we are prepared to lose? How important is the excitement or the image that cigarettes offer when compared to that value of a life?
Thinking of comparing to this Chipotle Ad:
