PATHOS

Philip Morris: Anti-Smoking 2 - Phillip Morris

Posted Jan 30, 2002

Even if you don't think that your kids are listening, they are.

This anti- smoking commercial appeals to the pathos. They show the kids frowning, sighing and eye rolling to show parents that they need to not worry about how their kids feel about the subject of smoking and that it is still important to talk about it no matter how frustrated or irritated it makes their children feel. It appeals to the emotions of the parents that worry about upsetting their children and worry about what their children think of them. It shows parents that they really must talk to their kids about smoking because even if at the moment when you tell them not to smoke, they resent you, the only moment that counts is when they say no to a cigarette. That appeals greatly to emotions because if the parent succeeds in preventing their kid from smoking, they are going to have feelings of joy and relief that their kid doesn't smoke. I think that this commercial is effective because I know a lot of parents that are scared to talk to their kids because they don't want to make their kids resent them or be angry with them because of telling them how important it is not to smoke. I think it is effective in getting those parents to have the courage to talk.