Anti smoking advert, analysis 'Get Unhooked'

Get unhooked  (click to watch advert)

This advert is a public broadcast to the nation, designed to make you realise how much the average smoker relies on cigarettes each and every day. The advert will appeal to all smokers in the sense of making them think about how much their smoking (as the advert states at the end 'the average smoker needs over 5000 ciggaretes a year') However, smokers that are also parents will be dominated the most as the advert has incorporated a child.This advert uses Mise-en-scene to great effect as the location at the beginning of the advert is inside a small home, with the lighting being very dark and dingy which acts as a symbolism for the dark side of smoking.

When discussing representation, it needs to be clear that all media texts represent reality in some way or another. smoking and the effects of smoking are being represented in this advert. It is by no means a stereotypical representation however, is negative as it shows how 'hooked' you can get if you smoke in a very harsh and graphical way, uses an actual fishing hook as a visual metaphor.
For the average person whom doesn't smoke, the denotations of this advert would simply be people being pulled rapidly by fish hooks to get to their cigarettes. nevertheless, the connotations of an addicted smoker would be, they feel physical and mental pain when withdrawn from cigarette, just like they would feel pain if actually being pulled by fish hooks. also, the hooks will visually remind them that they are evidently 'hooked' on smoking, feeling like they are constantly being pulled and held back by the cigarette.

The voice over for the advert has a very neutral and well spoken tone of voice. This is so everybody watching the advert is very clear what is being said, and not making you feel anything is being pushed onto you, allowing the audience to be between being dominated and negotiated by the advert.- if the voice over was very 'in your face' it would have the complete opposite effect on you, making you completely oppositional too it.