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This ad will target American smokers of both genders and all ethnicities between the ages of 18 and 35. The attitude change theory used is cognitive dissonance: considerable discomfort, self-doubt, or guilt related to self-image will motivate the viewer to change his or her smoking habits. The messenger will appear young and hip. The language, music, imagery, cinematography, and overall tone of the commercial advertisement will appeal to the target audience.
The advertisement features loud music and three separate ten-second segments with no dialogue or voiceovers. The first segment depicts an attractive young Caucasian male smoking outside of a health food store. He wears a uniform indicating that he works there and that this is his smoke break. He purposely avoids making eye contact with other employees who he sees outside. Before heading back to work he pops a piece of gum in his mouth and sniffs his clothing, wincing from the smell. He seems ashamed of his habit.
The second scene shows a young attractive African-American female in a busy, trendy-looking restaurant or bar. She appears to grow restless. She eventually maneuvers her way out of the crowded booth in which she and her friends sit. Some of their eyes follow her. We think she might be headed for the washrooms but she goes for the front door. As soon as she gets outside she fumbles through her purse for a cigarette. Some scruffy-looking people outside look her over and one man offers her a light. She smokes by herself.
The third segment depicts an Asian woman sitting on a blanket on the grass with her boyfriend. The scenery is idyllic. The woman is smoking but the boyfriend is not. She takes a long drag, which the camera shows in close-up and slow motion. Smoke fills her mouth. She then turns her head to the boyfriend and as the last vestiges of smoke leave her mouth she closes in on a kiss. The camera focuses on the boyfriend's brow, which furrows slightly when he kisses her, indicating his displeasure at the way her mouth tastes.
The loud music still plays. Only the following slogan appear on the bottom of the screen: "Think about it."
