Star Wars PSA

This public service announcement ad is based on the effects smoking has on humans. It would be directed mostly at youth, and their parents. The intentional use of guilt by association is used as the message is given by the famous robots, C3PO and R2D2, from the acclaimed movie, Star Wars. Through humor expressed by the two robots, they explain the serious effects smoking has. Although the intended child audience would not be realizing the specific details, the characters are used to keep their attention. The other intended adult audience, however, would understand the details expressed and would be affected by the feeling of importance towards their children. This ad’s use of characters is perfect for both of the producers intended audiences.
The use of character is the strongest way for the message to get across, but sequence is also important. In the beginning of this ad, C3PO is doing the most stereotypical robot action, fixing something. This action is used to grab the viewers attention. In the star wars movie trilogy, this is what C3PO is famous for. The viewers are instantly captivated by this action and the producers can begin to fill their heads with inspiring information and morals. The sequence is important for this ad because if it is not set up correctly, the audience would have no interest and the information would not get across to them.
This ad’s use of proper sequence, characters and colour. The goldish tinge throughout the set in this ad reflects C3PO’s gold colour and brings the viewers eyes towards him. As he is beginning to give information about smoking effects, the camera view zooms in and the background turns a blurry dark colour. The contrast between C3PO’s bright gold and the dark background, forces the reader to concentrate on the robot and, in turn, absorb the message.
All in all, this ads use of character, guilt by association, sequence and colour help to get the intended message across to children, there parents, and well, star wars fans.

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