name calling
This advertisement discourages smoking by naming the smoking man as an “utter fool.” It perfectly uses name-calling to create a negative perspective about smoking. Name-calling is an use of derogatory language or words that carry a negative connotation. The word “Fool” is bolded and enlarged within the advertisement to emphasize and promote the disgusting image of the smoking man. Also, at the bottom left corner of the page, there is a surgeon general’s warning about the detrimental harms of smoking, implying that the man will also suffer these consequences. The ad adequately criminalizes a smoking man with its impactful choice of words. Name calling points at one certain thing or person to create a negative image about that target. Many propagandas effectively use this technique to persuade people away from believing something contrary to their own belief. In this poster, that would be smoking.
"Utter Fool." The Progler Papers. Brooklyn College, 2013. Web. 16 Feb. 2014. <http://digital.library.unt.edu/ark%3A/67531/metadc235/>.
"Utter Fool." The Progler Papers. Brooklyn College, 2013. Web. 16 Feb. 2014. <http://digital.library.unt.edu/ark%3A/67531/metadc235/>.