Pathos: The Truth about Smoking

“The Real Cost” campaign was founded by the FDA in February 2014. Their mission is to prevent teens who experiment with smoking from becoming lifelong tobacco users. They spread awareness by broadcasting commercials that emphasize the harmful effects of smoking. Unlike other campaigns they are more involved in social media which promotes a direct connection with teens today.

The rhetorical appeal pathos is utilized in the “7000 Chemicals” commercial to evoke fear in teen viewers. At the beginning of the commercial a young boy approaches the dark woods at night. In this captivating scene, numerous menacing creatures awaken in the distance and lurk towards the unaware boy.  This part intrigues the observer causing them to be fearful yet curious.  The appearance of these monsters is especially dreadful because they are creepy and black. At the sight of them the audience is jolted and emotionally disturbed. The suspense builds causing intensity in the viewer’s emotions as they anticipate what’s to come. As the boy lights his cigarette, the creatures gain more speed. The background music heightens the uncertainty as they reach the boy and diffuse into the cigarette itself. The symbolism of the monsters give the viewers a visual of the destructive chemicals inhaled from cigarette smoking. This shocking fact is intended to create awe in spectators. After enduring these range of troubling emotions, teens develop reluctance towards the use of tobacco products.

 

-Jena Baguyos