According to Oakley(2005, p.298), medical advertisements depend on the activation of the grounding space that includes a set of participants, setting and circumstances. The mode of analysis can be presented in other three mental spaces which are presentation space, reference space and blended space (Oakley 2005, p.299). In this scenario, this advertisement belongs to the category of presentation where the elements included layout, salience, framing and perspective. We can see that the layout of information was from the left to right, the female lead on the left breaking a cigarette and the slogan on the right saying "give up smoking permanently in just 12 weeks". Salience refers to "those presentation within a text that receive greater or lesser attention" (Oakley 2005, P.299) and the action of breaking a cigarette definitely has attracted some attention as it seems easy to do it thus so does quitting smoking. Framing is a device which separates or signifies elements whether they belong together or not, but there is not obvious framing as both the female lead and the drug have it's own space. Lastly, the perspective will imply the relationship between the producer and the reader, which is the most distinguishing feature shown in this advertisement which is telling the audience that quitting smoking is as easy as breaking a cigarette using bare hands.
Image: http://www.champixreviews.org/articles/champix-reviews/champix-reviews
Reference: Oakley, T 2005, Implied narratives of medical practice in learning-for-doing texts: a simulation semantics approach to rhetorical analysis , Case Western Reserve University, viewed 13 May 2012, <http://lal.sagepub.com.ezlibproxy.unisa.edu.au/content/14/3/295.full.pdf+html>.
http://www.inpharm.com/news/161681/study-claims-cardiovascular-risk-pfizers-champix
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