Communications in Humanities Research ISSN: 2753-7072
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Research Article

How Anti-Smoking Advertisements Persuade: A Rhetorical Analysis of CDC’s “Terrie H.’s Tip” Using Key Terms

Ge FengUniversity of Nottingham*

* Corresponding author: [email protected]

Abstract

Advertising, as a mature persuasive communication tool, has been proven through long-term practice and research to effectively shape audiences' attitudes and decision-making tendencies in a short period of time. With the development of digital platforms, advertising has also used targeted delivery and situation design to deliver information more accurately and effectively. Because of this, advertising is not only widely used in commercial marketing but has also gradually become a key tool in public communication, providing a feasible strategic framework for health risk communication and behavioral intervention. This article, through a detailed analysis of the 30-second "Terrie H.'s Tips" commercial from the US Centers for Disease Control and Prevention (CDC), explores how specific message features transform audiences from initial concern to a willingness to quit smoking. The study first identified 11 key marketing terms from the advertisement and analyzed how they played a persuasive role within the commercial. Then, it examined how these key terms interacted with each other to form a continuous path from attention to trust to emotional resonance and finally to the possibility of action. Furthermore, this article identified three target audiences for the advertisement. Overall, these key marketing terms were effectively utilized in the advertisement, enhancing its impact and persuasive power. This study also put forward some improvement suggestions, including strengthening resource prompts and action calls to enhance the audience's memory and subsequent actions.

Keywords: Anti-smoking advertising; key marketing terms; persuasive effects
Published: November 19, 2025
DOI: 10.54254/2753-7064/2025.HT29955
Volume: CHR Vol.97
pp. 147-151
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