Icicles in the form of organs Send Drinkers a Violent Message
In many nations, cigarette packages show graphic pictures meant to deter smokers, such as teeth or lungs destroyed by tobacco or a cadaver in a mortuary. Similar shock techniques, such as employing ice cubes in the form of internal parts, are being used in China as part of a campaign to increase public awareness of excessive alcohol use. Even though some individuals no longer appear to pay attention to them, shock visuals have been employed for years to motivate smokers to quit. Beginning on August 1, Canadian officials will take it a step farther by putting a warning statement right on each cigarette.
But in order to address other significant public health concerns, shock visuals are deployed. For instance, in the United Kingdom, this strategy has been used often to promote road safety, with advertisements that made an impact with their emotionally charged scenarios.
People in China will undoubtedly cringe the same amount when they learn about a new ad encouraging healthy lives. In the advertisement, ice cubes shaped like parts of the body are seen in a whiskey tumbler. The message behind this communication success, masterminded by the Shanghai Pilot Health Promotion Center and advertising firm BBDO China, is clear: a liver, a heart, or a kidney. The words on one poster state: “If your daily alcohol intake exceeds 60 to 100g, you’re significantly more likely to get liver cancer.” A different person advises “drinking to life, not to death.” Although the advertisements undoubtedly have an effect, keep in mind that they are part of a communications effort. Alcohol manufacturers wouldn’t likely enjoy having to put these pictures on their bottles, in fact.
