Video 1 is actually a pretty effective fear commercial that exercises danger control over fear control. The reason it turns into danger control is because it takes the women being operated on and the graphic image and the makes it relevant to real life by showing her before the operation taking a regular good old smoking break.
The second mesage contains flashy distractors. It is a pretty common techniwue that takes an average situation (person sitting in a car smoking) and then takes us through their body in a flashy and fast way that creates a more striking effect. This is peripheral route because we dont ever really see the damage going on inside our bodies, but when something like this takes us through our insides in quick, somewhat edgy flash, it gives us a nice little subconcious blow to whats reall going on without having to over analyze it.
The third video is a rather interesting and award winning commercial that combines humor, knowledge, facts and information to hit the viewer. The strikingly ironic nature of the commercial makes us think much more. Its humorous tone actually creates and adverse reaction that I think is actually more effective than a straight ahead fear commercial. It turns what orginally seems to be one of those 'Truth' commercials that attacks a live tobacco company and turns it directly around into a musical that is effective in keeping the viewers attention, laughing a little, learning alot, and left feeling moved by the ending that brings it back to that original dark opening. You feel as though you have embarked on a multi-faceted journey with depth and breadth to the information and emotions displayed here which I think makes it a good two-sided communication ad.
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