Rhetorical Analysis Of 'Little Lungs In A Big WorldBirthday'

Cigarettes are everywhere. These tiny objects that are held between the cusps of ones fingers hold unknown danger. They hold addictive substances and can lead to both immediate and long-term damage. Cigarettes used to be romanticized and glamourized by the media, but modern day campaigns have begun to reveal the truth about their dangerous effects. Through graphic imagery and audio choices, The Real Cost Campaign reaches out to young adults in order to demonstrate these consequences and render an emotional response of fear as well vanity by revealing an ugly side effect of smoking; distortion of skin.

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.

Today the tobacco industry is barred from directly recruiting celebrities to endorse smoking. Therefore, tobacco companies have begun to use covert advertising in movies. This has proven to be a very profitable tactic for the tobacco companies. Covert advertising in films have helped the tobacco industry to target new users of tobacco. In this type of advertising cigarette makers receive more advertising time for their money than just a quick glance of a cigarette pack or an advertising billboard. In almost every movie with covert cigarette advertising, there are scenes in which a few of the characters smoke; typically these characters are smoking in a manner that glamorizes the use of tobacco. (Tye, J. 2010)

One of my first memories in the United States was taking a Drug Abuse Resistance Education (D.A.R.E) class. I was in sixth grade and a top student, as talking about drugs and alcohol and the way they affect us was fascinating to me. This is why, the following year, I volunteered to become a peer educator in Teens Against Tobacco Use (T.A.T.U). For a couple of years, I gave presentations to young students which included facts, demonstrations, and games, to spread the knowledge that tobacco is harmful and that staying away from smoking prolongs life expectancy and increases the quality of life. It should come as no surprise, then, that I consider myself a big proponent of staying tobacco-free and encouraging others to quit smoking as a great way to promote health. I remember watching my mom and sister as they took part in their nightly ritual of smoking a few cigarettes to unwind. “Did you know that a main component of cigarettes is used as rocket fuel?” I would ask them, as I opened the window and they stared back at me blankly. “We know, we know” was the answer every time. I knew that convincing them to quit was no easy task, but I was committed. Day after day, I proudly stated a new fact about the evils of smoking. Finally one day, they quit. At first, they attributed it to the cost. Since we had just immigrated to the United States, the cost of cigarettes was simply not something they could afford. I didn’t believe it. I proudly

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.

Because of the alluring advertising to high school teens from TV and friends, over “23 percent of high school students have used a form of tobacco in the past month, selecting from flavored cigars, electronic cigarettes, and other products” (“Teen Smoking”). Because Vaping Companies, such as JUUL and PHIX, are advertised to teens saying the device is smart and satisfying, high school students underestimate the long term effects of e-cigarettes and tobacco. The number of students who use an e-cigarette every month has exponentially increased because the companies do not address the health effects, but rather, the companies only goal is to increase revenue for themselves. In 2015, vaping companies, gas stations, and grocery stores made an estimated total of “3.3 billion dollars” on vaping devices (“U.S. Vapor Market”). This number, which has continued to increase, is largely formed by teen E-Cigarette users. Although this income number would increase if these machines were legalized for minors, companies would most likely use this money for more advertising, attracting even more high school

Perhaps you have seen one of The Real Cost commercials on television. A girl peels her skin off to pay for cigarettes, a bunch of monsters leap into a boys mouth, and kids come up with any reason not to smoke. This along with several other commercials created by the Food and Drug Administration are played to warn others of the harmful side effects of tobacco. A science class watches as the teacher dissects a hideous creature while listing off several chemicals. The commercial ends with “If cigarettes looked as dangerous as they are, you’d run like hell.” This is the commercial that will be examined in the duration of the paper, what makes it so powerful? And are people listening?

Smoking is something that can really affect you internally and externally. Many people know this for a fact yet they can’t seem to quit smoking. This is because of the nicotine in the cigarette itself. Nicotine is absorbed into your bloodstream as you smoke, then it travels to your brain. It causes your brain to release adrenaline, which is a chemical in your brain that gives you pleasure. The Real Cost’s anti-smoking PSA “Straw City” is effective because it creates a clear cause and effect, a moral that is easily understood, and a good visual that teens, who are the audience, are familiar with.

In fact, the tobacco industry has suffered ever since antismoking advertising has begun (Johnston, p. 107). According to statistics, 4 in every 10 Americans who are in 12th grade have tried cigarettes, and 1 in 10 consider themselves current smokers. As well as, 1 in 5, 8th graders have tried cigarettes, and 1 in 16 consider themselves current smokers (Johnston, p. 107). Now that society is aware of the harms of tobacco, it is important to decrease such rates of smoking amongst youth. Not only are there commercials about the risks of cigarette smoking, but also there are commercials that promote living above the influence of all drugs, including alcohol and marijuana. Lastly, as research continues to improve, and new drugs arise it is important to keep youth educated on the risks of using such drugs. It is important to keep our youth safe from the dangers of

Mickey Mouse and Joe Camel had something very much in common in the early 90’s, and it was not that they were both cartoon characters. What they did have in common is that each was just as recognizable as the other among preschool aged children. RJ Reynolds used Old Joe Camel to market their Camel brand cigarettes from 1987 to 1997. While these Tobacco companies claim they were targeting adults with their Joe Camel advertisements, the marketing was much more successful with children than the intended adult audience. Although RJ Reynolds was sued, and forced to stop the use of the cartoon character, not much else has changed. According to the article “Tobacco Marketing Influence Youth Smoking”, the Tobacco Industry’s current marketing strategy has failed to shield today’s youth from its influence. Therefore, the Tobacco Industry’s marketing and advertising are currently conditioning children to start smoking at an early age, and continue into adulthood.

If warning kids of the future health risks of smoking is a successful way to keep them from smoking then why does the US Department of Health and Human Services report that 34% of Kentucky high school students smoke? It isn't. In fact, ads that focus on smoking health risks are proven to stimulate the rebellious and curious nature of youth (ScienceDaily 1).

A major issue today in tobacco advertisement is the controversy over ads targeting children and teenagers. The two companies under the most fire for their advertisements are Marlboro and Camel. Marlboro uses a fictional “Marlboro Man,” while Camel uses a high rolling and sophisticated cartoon character, Joe Camel. Camel has been attacked by several Tobacco-free organizations as a major influence on children. Dr. Lonnia Bristow of the American Medical Association remarks, “To children, cartoon characters mean that the product is harmless, but cigarettes are not harmless. They have to know that their ads are influencing children under ten to begin smoking, but choose not to stop creating them” (Thomas). Researchers have conducted studies that show six year olds recognize Joe Camel as well as they recognize Mickey Mouse. Every industry denies that their advertising goal targets people under twenty-one, and they claim their goal is to simply promote brand switching and brand loyalty (Breo). Jeff Pearlman sums up the attitude of the tobacco and advertising industries by saying, “Is the use of a cartoon character in an ad proof that you are ‘targeting children‘? If so, what about the Pink Panther selling insulation or Snoopy promoting insurance?” (Bill Clinton...).

In the year of 1970, the government banned commercials promoting cigarette companies after the 1964 Surgeon General’s report found smoking increases the risk of lung cancer (Greens, Nasthisa). This is surprising due to how strong the culture of smoking was at the time. This ban however didn’t stop smoking from being depicted on popular movies and television shows. Forty-five years have passed and characters continue to smoke. What if the fact was thrown out there that the main audience for these shows are children? Smoking is a habit that becomes an addiction and seeing celebrities do it makes it seem acceptable. There are three key issues that need to be addressed by public health officials and, more importantly, by film industry executives: how the incidence of smoking in movies has accelerated during the past decade, do children who are exposed to televised smoking have a significantly higher rate of starting to smoke and also the health risks that come from smoking.

Smoking tobacco has been a part of American culture since its very conception. Throughout our history, tobacco has been advertised as a simple pleasure for those who seek it out. Whether you are sitting on the porch with a couple of friends or in a dimly lit jazz club, tobacco ads give off a false sense of comfort, power, and success. Until around the mid-1900’s, smoking cigarettes was not considered unhealthy. It was only later that the public realize the detrimental health consequences that came with smoking tobacco. To spread this information, specific advertisements were aired to help inform the public of the dangers of smoking. While these ads have changed over time, the same message and warning still remains evident.

Grease has to be one of the most iconic movies of the 80’s. With its PG rating, it has been enjoyed by family and children for decades. Grease was able to captivate the imaginations of many people with its nostalgic singing and dancing along with its beloved story line of romance. However, it also left a lasting impression on youth when its favorite characters succumbed to peer pressure and began partaking in smoking cigarettes to fit in with the crowd, which leads to the question, “should big tobacco be allowed to influence people in the form of motion pictures viewed by cinema fans of all ages”? Smoking in movies is not merely a trend from the 80’s; rather, smoking continues to be used as a nostalgic centerpiece of defining emotions and as a stress reliever in many modern films. With modern culture becoming so fixated on improving the quality of health and lowering insurance premiums, it may be time to reconsider featuring it in films. Conversely, there are some who petition that smoking in movies is a form of freedom of speech and expression, as well as arguing that the banning of smoking in movies will lead to a slippery slope of other bans. However, despite their arguments, continuing to allow smoking in cinema productions should be banned in future productions regardless of their rating because children view these actors as role models, smoking has severe health effects, children have access to all ratings of movies now, and there is a direct correlation between