NHS Hooked

Ideology:

The ideology portrayed in this NHS advert is that smoking can be fataly addictive - the quote accompanying the main image reinforces this; "The average smoker needs over five thousand". With the phone number the NHS provided, they hope to help people become "unhooked", further enforcing the fact that smoking is addictive and detremental to your health.

Visuals/Iconography:

The iconography shows a woman with a fishing hook pierced through her top lip. This connotes the addiction smokers feel when they come into contact with nicotine. The painful looking main image is used to catch eyes with it's shocking content. The image is bigger than the text; this use of enlargment gives the image more serverity and important over the text, which makes it easier to get audience to aknowledge the advert.

Lines of Appeal:

Obvisouly this advert aims at an audience of smokers, both newcomers and to those who have been smoking a long time. The advert addresses the need for safety and could be applied to any of the 4c's. Yet the main audience memebers would be comprised of mainstreamers and strugglers; a large quantity of society smoke and strugglers tend to use them as an escape.