Task 2: Effective Advertising

In the following section, we will focus on Task 2 and give some ideas and points to consider when you analyse an advertisement and evaluate its effectiveness.


The ad in Task 2 depicts an unwrapped cigarette inside which there is a body covered with a white cloth (sheet), with the following message, written in capital letters: “Light your pyre with your own hands!”


An advertisement is a medium of mass communication. Its main purpose is to:

  • Give information
  • Attract attention
  • Create awareness
  • Influence the behaviour of consumers

The advertisement you have been given to analyse is a campaign ad. It does not seek to persuade readers to buy something as marketing ads do. On the contrary, it tries to draw attention to an issue – in our case, the negative effects of smoking.

Questions for consideration

Below we list some of the points you can consider when analysing the ad:

First, look at the colours. The background is white, most of the cigarette is white, and the sheet covering the body...

Teksten som vises ovenfor er bare et utdrag. Kun medlemmer kan se hele innholdet.

Få tilgang til hele nettboken.

Som medlem av Studienett.no får du tilgang til alt innholdet.

Kjøp medlemskap nå

Allerede medlem? Logg inn