“Mommy, What Happened to my Crayons?”
When it comes to media, we often forget how big of a role advertisements play in our daily life. On average, we consume 500 advertisements per day but only a few are fortunate enough to capture our attention for a few seconds. They make up a large part of the media we consume, and they have the power to impact viewers immensely. In this 2017, Action on Smoking Health (ASH) advertisement it features a box of Marlboro cigarettes with tobacco rolled inside a Crayola Crayon. The slogan at the top of the ad draws viewers attention by saying, “Just like Mommy” written in crayon in a child’s handwriting. The ad’s usage of the need for affiliation and need to nurture helps aid its effectiveness. By showing viewers how smoking around children can have an effect in their children’s lives, it can ultimately lead to their children picking up the same bad habits as their parents.
The advertisement accurately uses the appeal of need for affiliation. The need to affiliate is the need for meaningful relationships, either between friends or family. This ad clearly shows that a mother who smokes is setting a negative example for their child. As a child, the biggest role model is a parent. According to this ad a mother who smokes in front of their child is setting the wrong example. This ad wants to make mothers feel guilty for smoking in front of their children. Countless of studies have shown that smoking is bad and can do permanent damage to your body. Every time a mother smokes a pack of cigarettes their child is more likely to pick up the habit when they are older. In addition, this ad also appeals to the need to nurture. The ad is appealing to our maternal instincts by showing us the words “Just like mommy” written in a child’s handwriting and having the cigarette symbolize a box of Crayola Crayons. People and mothers essically are going to want to stop smoking because it appeals to our need to care for our children. We want to inspire our children and be the best role model we can be for our children. The need to nurture is the need to quit smoking so that you can be around to raise your kids and further down the round, grandkids. The unique selling proposition in this ad would be “just like mommy”. It may be hard to quit smoking but it is harder to be a mother for your child.
The target audience in this ad would most likely be mothers of small children who smoke cigarettes on a regular basis. The advertisement appeals to family and nurturing desires that we have. Typically parents want to be the best role model for their children. This ad shows consumers that mothers have a huge impact on their children’s lives. The ad displays an important statistic, “Children whose parents or siblings smoke are three times more likely to smoke than children living in non-smoking households”. It gives viewers a sense of reality because mothers who smoke are unintentionally influencing their young children to smoke. When a child sees a mother or other household member smoke they consider it as normal for people to smoke. This ad breaks the normal, it goes against smoking to prevent young children from carrying on their parents bad habits.
Overall, this ad is influential for mothers. Its importance of family values and nurture appeals to a large mother and parent demographic. The way ASH portrays the impact of its ad affects mothers and how they raise their children. Frequently, ads are overlooked, but we shouldn’t underestimate their ability to shape our thoughts and behaviors.