This advertisement aims to highlight the problem that has been getting much attention recently. Drinking alcohol among young people has been increasing. There have been many negative effects of alcohol. Some of it includes violence, abuse, social problems, feeling disoriented.
From this advertisement, we could see that the difference between the first and the second picture would be the slogan and the female model. The slogan “playful, painful” suggest that there is a lack of contentment and tranquility. It also proposes that alcohol can make one feel young and playful but also makes one feel painful. The bruises also suggest that alcohol leads to violence.
Persuasion heuristic has been employed where the object, which refers to the alcohol, has been paired with this negative advertisement itself and was now seen as negative. The technique of arousing fear has also been used. The lady in the advertisement has been abused. The bruises might brings about negative feelings for viewers. Fear can arouse negative emotions. This advertisement also hopes to provoke changes in attitudes.
Tan Hwee Koon T02
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