Community Health: Marketing an Anti-Smoking Campaign

Tobacco companies advertise in magazines, promote their products in convenience stores and market their brands through websites and social networks. Many of these tobacco industries get publicity and attract more young customers when using the newly in media to promote their products. Many of these tobacco companies don’t understand that tobacco advertising is a huge public health issue that increases smoking. Tobacco company advertising and promoting is the start of the use of tobacco among teenagers. Now, these media and magazine advertisements about cigars have caused teenagers to be exposed to cigarette advertising. Not only that but also these teenagers find ads appealing and also increase their desire to smoke. Cigarette companies spent about $8.37 billion on advertising and promotional expenses in the United States in 2011.

The FDA has Real Cost campaign advertisements that are used through a variety of different media vehicles such as “TV, radio, print, digital, and out of home states.” (FDA 2016) These advertisements are displayed through every media possible and it would be hard not to encounter it in form for the few years it has been present for the public to see. Throughout my essay, I will discuss how these advertisements are used and whether they are effective or not towards the audience in preventing smoking.

This paper will examine the history of the tobacco industry and its advertising campaigns from the 1920s to the present. Some of the issues discussed in this paper will include: What forms of mass communication has tobacco companies used to persuade the public, how changes in technology have influenced the way tobacco companies communicate with target audiences, and how the United States government restrictions affect the current efforts of tobacco companies advertising strategies. Other topics that this paper will expound upon are, the ethics of the tobacco industry’s advertising approaches, how tobacco companies responded to health warnings from the government, and what

Smoking continues to be an increasing problem in both the United States and around the world. Advertisements of many types continue to aid in lowering the use of cigarettes by teenagers. In this advertisement, published by the Food and Drug Administration (FDA), many rhetorical devices are used to help appeal to the audience’s senses, understanding, and perception on smoking cigarettes. Using a young woman in the advertisement shifts the focus towards teenagers that smoke cigarettes, have thought about smoking, or have been around others that do smoke. With the incorporation of the FDA’s “The Real Cost” campaign logo, facts about the outcome of smoking, and the photograph of the young girl's face, this advertisement serves the purpose of grabbing the attention of teenagers that use cigarettes and warns them of the negative outcomes of smoking by using certain appeals: ethos, pathos, and logos.

With realistic and factual information on a cigarette smoking, that is scary, a person’s attitude and beliefs can change about their unhealthy behavior. Goal wise, the target audience will in turn, stop their unhealthy behavior of cigarette smoking. Methods of communications, in order to deliver the scare tactics, are through advertisements in places where the target audience visits frequently. Ideas of delivery for communications is social media and television (commercials). The public health theory of reasoned action was chosen to incorporate my theory (scare tactics with educational information, helps to deter unhealthy controllable behaviors), other than other alternative models of public health, is because I have high agreeance with the phrase, “It's sad that bad things have to happen in order for us to stop and look around” (Duke, 2014). Strategically with educational scare tactics that relate to women ages 18-24 specifically (reproductive issues), their attitudes and beliefs about smoking will change as the reasoned theory chart below

According to ScienceDaily, Anti-Smoking campaigns aimed towards kids are most effective when convincing youth that their friends are listening to the ads (1) . While outdated and ineffective ads focus on telling individuals to avoid tobacco or die horribly, Hye-Jin Paek, assistant professor at UGA College of Journalism and Mass Communication, says new advertisements across the world focus on changing the social norms surrounded by smoking. Instead of an ad saying “every cigarette you smoke takes nine minutes off your life,” these billboards could read “over 66% of Kentucky's high school students are smoke free.” This is a great example of a shifting focus from health risks associated with tobacco to how a young adult's peers feel about tobacco. A social standard is set for high school students when ads clearly state that the vast majority of teens aren't smoking.

This advertisement is educating and informing children and young adults so that they know about smoking and the use of tobacco since more than half of the populations children are exposed to and influenced by the parents, siblings, and the media. The future generations of this world are looking up at us, and setting the right example is the first major step in the right direction. Our children may look to the media but they always look up to us and we want what is best for them at all times, so it’s time to start showing them that the future is healthy, smart, and smoke free so that the only thing in our hands are crayons at play

The purpose of the campaign is to make the benefits of quitting, or not starting to smoke, outweigh the social benefits of smoking. To do this, the campaign exposes the threat, makes the benefit of not smoking apparent, and limits the barriers by making smoking look undesirable. Cowell, Farrelly, Chou, and Vallone, (2009) found that the campaign did increase anti-smoking beliefs in youth overall (p. 75). They also determined, however, that African Americans were less likely to be influenced by the campaign, which infers that the barriers in this community outweigh the benefits, or that the perceived threat isn’t large enough to initiate change. This research is an excellent example for how powerful HBM is when creating awareness and changes in

Anti-smoking campaigns aim to induce attitude changes that will cause a behavioural change of not smoking, by employing techniques that target the central or peripheral route processing. The central route prompts reasoning and analysis of arguments, persuading the audience through the message’s content. The peripheral route uses visual cues to appeal to emotions. Each route stimulates differing depths of understanding about the consequences of smoking, and thus, varying levels of commitment to not smoking. This investigation will focus on how effective these campaigns are in inducing higher levels of understanding and commitment to not smoking. Subjective quantitative data will be collected via self-reports. A Visual Analogue

Although, the campaign had a significant decrease in the rates of smoking in adolescents, a survey conducted haphazardly in 2005 illustrated that smokers in secondary schools were 19% boys and 17% girls (which smoked prior to the week of conducting the survey) (Woods, 2009). Therefore, the “Smarter than Smoking” campaign has performed various interventions from the year 2005 onwards, to further decrease the numbers of smokers in the adolescent population (STS, 2009).

The nation endorses freedom of choice, which includes smoking. In America, freedom is everything; freedom is notorious a symbol for the nation. Therefore, this right can only be seen as something that cannot be taken away. “Quite simply, a just government does not have the authority to ban smoking on private property or to tell smokers to quit or to punish them if they do not” (In Defense of Smokers). The government does not poses the authority to impose their will upon a citizen; “Another reason to oppose the current campaign against smokers is because it violates the legitimate rights of smokers” (In Defense of Smokers). In addition to endorsing freedom, the nation should work to preserve it, because without upholding the rights that our

In the article “Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results from the California Smokers Cohort” the authors try to research if anti-tobacco television advertisements with personal message can be recall by the person and have a greater impact on smoking cessation. The authors felt that this was an important topic to study because they were concern about the dangers of smoking tobacco. According to Leas et al. (2015) “Nondaily smoking and second-hand smoke exposure can lead to the same negative health consequences that result from daily smoking”(p.90). As a result, the authors engage in a cohort study where they use anti-tobacco advertisements to see which advertisement has a greater recall on smokers, and haves greater effect on smoking cessation.

). Around 10 million people in the UK smoke while around 100,000 die every year from smoking related causes. The motto of this campaign is to support smokers who want to stop by providing an opportunity to do so and highlighting the effective help that is available and their vision is to reduce tobacco related illness and death. The mission of this campaign is to appeal to smokers of all types no matter what their age, sex or social class is. They publicise and explain the help that smokers can get when they want to stop and capture the attention of the media with lots of supportive TV, newspaper and radio coverage. The success of No smoking day is built on the commitment of thousands of local organisers across the UK. The hard work of these

While the use of tobacco products was once socially acceptable, it is now the leading cause of preventable death and disability in the United States. As a result, The Task Force on Community Preventive Services recommended the utilization of specific strategies for smoking cessation, elimination of secondhand smoke, and the prevention of tobacco use altogether (Centers for Disease Control and Prevention, 2014). One such strategy was the mass-reach health communication approach. This strategy utilized vehicles such as popular television as a way to transmit public health information to large numbers of people. In addition, the mass-reach approach was instrumental in broadening the awareness

The authors point out how anti-smoking advertisements do not send a clear message to the students to understand how smoking can impact their health. It seems that the advertisements trick people by sending the wrong message, such as demonstrating that smoking is not as bad as it seems that the more the students see those advertisements, the more propense for the students to smoke. The source is relevant to my hypothesis because it demonstrates that teenagers are unaware of the health consequences that they can get. The author’s goal is for teenagers to understand anti-smoking messages are not explicit and are not demonstrating a clear understanding of the risks that smoking cause. The authors conclude that new advertisements need to be more carefully evaluated for teenagers to recognize that their intentions reflect undesirable outcome in the antismoking advertainments for teenagers to understand smoking and the inevitable result that can be provoked due to smoking.