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Anti-Smoking Campaign Analysis

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Advertisers use emotions to evoke feelings in consumers in order to sell products. One of the main emotions advertisers use is fair. Public service announcements tries to invoke fear in people to promote a change of behavior and lifestyle. One of the current social causes that the public are fighting against is smoking. According to the Truth Initiation in 2003 23% of teens smoked cigarettes and now in 2017, only 6% of teens smoke cigarettes. With that being said anti-tobacco efforts truly do have an impact on our society. One of the leading anti-smoking campaigns is funded by the American Cancer Society and their ad from the 90’s is a great example on how the smoking epidemic was reduced through powerful ads. The American Cancer Society released an ad in 1993 supporting the idea that smoking is …show more content…

Until the US Surgeon General’s Report on Smoking and Health came out in 1964 and connected lung cancer to smoking. A few years later in 1967 the FCC created the Fairness Doctrine to require broadcast stations to show both sides of controversial issues such as smoking. That is when anti-smoking campaigns began to be broadcasted on TV and later in 1971 all cigarette brands were banned from advertising on TV and radio stations. One of the biggest organizations supporting anti-smoking movements is the Truth Initiative, which was first funded by settlement money from the Master Settlement Agreement in 1998. The Master Settlement Agreement had the biggest impact because it reduced advertising to children within video games and movies. Truth’s current main purpose is to get children to not begin the habit of smoking. In contrast in the past anti-smoking ads were targeting adult smokers to stop. According to the American Cancer Society, life expectancy had an “increase of 2.3 years for men and 1.6 years for women after age 40” due to the anti-tobacco efforts

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Almost 17% of the adult population in the United States smoke cigarettes. Smokers are more likely to develop heart disease, stroke, lung cancer or blindness. Cigarettes smoking is the leading preventable cause of death in the United States, so there are ranges of advertisements showing the harmful effects of cigarettes, and always telling people to do not smoke it, either by images, statistics or phrases. Among all advertisements that shocks, there is one in particular that it was not necessary a single word on it to do that. This ad is a colorful one that was created by the Roy Castle which is a lung cancer foundation, and was released on December 2007 on magazines and newspapers in the United Kingdom.

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A non-smoking ad that I recently came across shows a very strong message. The ad shows a man’s hands loading a gun with cigarettes. On the side of the picture it gives a list of thing that happen from smoking cigarettes. The last thing is a bold statement saying, “Smoking Kills ….so why bother starting”.

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According to the Centers for Disease Control and Prevention, a total of 15.1% of United States’ adults smoke. The Action on Smoking and Healthy Organizations seeks to communicate the risks associated with smoking and support greater restrictions on cigarette and tobacco sales. Therefore, the anti-tobacco organization in their print advertisement addresses the number of smokers in the United States. ASH’s purpose is to convey that children readily mimic the habits of their parents and siblings – even the bad practices. In attempts to promote reform among parents and siblings who smoke, ASH, uses multiple rhetorical elements.

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#CATmageddon: A Rhetorical Analysis As Aristotle said: “Quitting smoking is rather a marathon than a sprint. It is not a one-time attempt, but a longer effort.” The Truth is a national campaign designed to inhibit the use of tobacco in American teens. The campaign is made by Truth Initiative formerly known as the American Legacy Foundation, a public health nonprofit group created in 1999 as a result of “the Master Settlement Agreement between U.S. tobacco companies, 46 U.S. states, the District of Columbia, and five territories. Truth produces television and online content to promote anti-tobacco messages” (Wikipedia).

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Calling All Angels Society for the Prevention of Cruelty to Animals, commercial uses to urge its’ audience to help their cause. It is arguably one of the most recognizable commercials. The rhetoric used in this example is most commonly applied in works of fiction literature. It employs devices which elicit emotions from the audience. The persuasive art of influencing an individual 's emotions and thoughts through the use of rhetoric has throughout the years advanced from not only literature, but also advertisements.

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Advertising companies use this strategy because human emotions have a very strong influence when it comes to decision making. Certain advertising companies will present information that makes an audience feel sad, angry, or pitiful towards the subject presented. An example of this would be a company that is advertising for awareness of malnutrition. The company could present the audience with pictures or information that makes them feel sorry for people suffering malnutrition. The audience is more likely to consider information in the advertisement if the information makes the audience feel a certain way.

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Incorporating the emotions and beliefs of the audience allows them to make the advertisement more effective for their target audience. This ad will provoke much thought and could cause the viewer to experience a sense of shame. Most people hold themselves to a high moral standard, so attacking their morality could cause them to feel shame and possibly make a change to their lifestyle. While making an advertisement, using the emotions and beliefs of the audience will only enhance the argument trying to be

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Different groups such as the American Lung Society and American Heart Society started advocating for stricter laws regarding cigarette advertising, and have helped inform the public about the effects that cigarettes could have on the body. Along with advocacy groups, taxes were also put into place to dissuade people from buying cigarettes. The changes that were put into place have allowed for Americans to make an informed decision on if they want to smoke, and the many risks associated with

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Advertisements were produced with some of the hottest commercial directors in the industry, web sites were created using the newest types of animation, and research was conducted by companies that had perfected their craft while working on some of the largest teen targeted private sector brands in the country (Hicks, 2001).The access to considerable funding had the greatest impact on media. Where traditional anti-tobacco efforts used remainder and public service discount weight, the Florida “Truth” campaign bought media on the open market with a year one budget of more than $15 million (Hicks, 2001). Rather than run for free at midnight or in programming with little teen viewership, “truth” aired on MTV, during the broadcasting of the Superbowl, and in those programs that youth watched the most. As the American Legacy Foundation began its research they analyzed and qualitatively tested the existing anti-tobacco strategies and creative execution of other states. Since few of these states were having an impact on lowering youth smoking prevalence, they turned their attack on the anti-tobacco campaign away from the world of social marketing and toward youth marketing.

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An overall goal of Healthy People is to enhance the health of all population, predicted reduction for lung cancer from 2007 to 2020 is 10% (Cuyahoga County Board of Health, 2016). According to Center for Disease and Prevention (CDC) (2016), the Healthy People 2020 focuses on three main points when it comes to tobacco use. The first main area that Healthy People 2020 is focusing on when it comes to tobacco use is implementing policies to decrease the tobacco use, especially in younger generations (CDC, 2016). The second area of focus is on health system changes by increasing accessibility, affordability to smoking cessation treatments and resources (CDC, 2016). The third focus is on implementing policies to make tobacco less affordable, to limit publicizing, and to inhibit sales to underage population (CDC,

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Their individual right to free speech, however, is not as important as the common good. Legislation has passed on this same premise previously. The Public Health Cigarette Smoking Act prohibits tobacco products to be advertised on television due to the public health concern caused by tobacco. This relates to the common good because of the public health concern. The Supreme Court has shown that public health and the common good trump the individual right to free speech in cases like this.

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My fight against Big Tobacco began when I was in 8th grade, and got involved in my cities Clean-Air initiative. Coming from a small town in the Northwest corner of Missouri, it 's always been extremely rough to gain any community support for tobacco control. After my experiences with Clean-Air Smithville, it became evident to me that tobacco addiction is a huge problem in our society and it was up to me to help combat that. My family and I have been greatly affected by this issue with the loss of my grandfather, to lung cancer, because of his life of cigarette smoking.

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967 Words | 4 Pages

Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”

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One of the many things that I took away from my experiences of being under long-term medical care is complete admiration for medical professionals. I would not be where I am without their exceptional care and support. This, aside from my complete fascination with human anatomy and physiology, is what evoked my conviction to pursue a career in medicine, so that one day I can benefit others in the same way by going above and beyond what is expected of me. My first-hand interaction with a diverse range of medical patients has cemented my inclination to become a doctor.

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References Eaton, L. (2003). United Kingdom finally bans tobacco advertising. BMJ, 326 (7385), 345-351. Harper, T. (2006). Why the tobacco industry fears point of sale display bans.

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