Running head; HEALTH ADS

Health Campaign Advertisements and Theories of Human Behaviour

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Health Campaign Advertisements and Theories of Human Behaviour

Nike has for a while now has been well known for leading the line of entities

producing catching and content-rich ads. More often than not, their ads stir more than just

the drive to buy; they also spark emotions. This is precisely the case with the ‘NO Excuses’

ad. Appearing in the ad, a then UW-Whitewater wheelchair basketball player, Matt Scott,

goes through all the excuses he and anyone would make to avoid doing whatever needs to be

done to stay healthy.

The advertisement presents the trajectory of decision making versus willpower. In its

complexity and simplicity, the Nike ad presents the model of the embedded behaviour; that

behaviour change is embedded with the behaviour itself. Training, learning, or any other

extra-usual practice is novel, and the only way to do it is to get started and quit on excuses. In

a similar play, the social cognitive theory and planned behaviour are reflected. In precision,

the strength of one’s intentions to pursue something ought to outweigh their perception of the

interplay of all other external factors.

The truth about the tobacco ad is way different. It is informative, appeals to both logic

and emotions to rally people against tobacco. In emphasizing on children as the most critical

generation, the ad presents the theory of reasoned action. That believing tobacco use is

dehumanizing and dangerous, we can all choose to stand against it. The message achieves its

oomph because it applies the health belief model to present the health consequences of

tobacco use. In the end, the sponsor barely matters, but how well the advert presents

information and applies either of the models of persuasion makes it achieve its target.