- Purpose/Ideology- The purpose of the Anti-smoking adds is to get people to stop smoking cigarettes or to get to people to never smoke in the first place. The ads show what happens when you smoke cigarettes or what could happen. Some of the anti-smoking adds even show alternatives to smoking cigarettes. There are thousands of people that smoke cigarettes and walk past these ads and not one of them will phase them, they are so serious about death, amputation, and cancer that the smokers think that it will never be them to get it. On the other hand I think that the teenagers or people who have never smoked will feel more threatened by the disturbing depictions of what smoking cigarettes can do to you. The purpose behind these ads is to clearly stop people from smoking, there is not two sides to this argument.
- Context- The context of the anti smoking movement/campaign is to inform smokers and non smokers how dangerous smoking cigarettes really is. The extreme cases that are shown in the adds show just how much your body is at risk for when you put a cigarette in you mouth and inhale. Although it shows the diseases and consequences of smoking, it also shows death. Death is the scariest thing and the anti smoking campaign informs smokers that smoking cigarettes will lead to death no matter how hard they want to avoid it. The ads and commercials some times tell a story of that eventually turns into a horror show. These ads and commercials show just how addictive cigarettes can be on the body. The word addiction alone is so powerful which is why they use it so frequently to get through to people.
- Identifying the Propagandists- The propagandists in the anti smoking campaign is the Health Department, FDA, and some cancer groups. The health department heavily enforces against the use of smoking cigarettes. The local health department website has a smoking an dtobacco use section on their webisite. It includes tips for cutting tobacco out, controlling tobacco use, and even a phone number of a health care provider who can guide smokers in the right direction to quitting. They also mention heavily the risks of second hand smoke to other people, especially children. Some cancer groups also encourage the anti smoking campaign because of the high numbers of death from lung, throat, and oral cancer caused from tobacco use and smoking cigarettes.
- Structure- The main purpose of the anti smoking campaign is to cut cigarettes and other tobacco products out of your life or to never start in the first place. That is the ultimate goal that is set forth when producing these ads and commercials out to the public. They want you to become a member of the smoke free population. Besides not smoking cigarettes or using tobacco products yourself it is also encouraged to not contribute to others bad habits of smoking.This idea is not heavily seen in the public but it is enforced.
- Target Audience- The target audience that this campaign is looking towards is new current smokers and teenagers and young adults who are smoking and those who are not smoking. They are more aimed at new smokers because they will be the ones to quit not the smokers who have been smoking for fifty plus years of their lives. The ads will be for persuading to smokers who have only been smoking months to a few years. They will be the ones who would be able to quit more easily and willingly. The anti smoking campaign is also looking at teenagers and young adults (non smokers). The ads will be more persuasive and scary to a young person who has not smoked yet. It will almost scare them out of it if they let it. Its a fifty fifty chance because not all teenagers and young adults will find the images disturbing and want to not smoke. Especially if the young persons family also smokes, and no one in their family has had this happen to them.
- Media Techniques- The type of media used to depict this campaign is commercials, ads, and even radio announcements. Some examples of anti smoking commercials are the ones where a young person is buying a pac of cigarettes and they hand the money to the cashier, the cashier will tell the girl that it will cost her more than that. The girl or boy will then tear off a piece of skin and hand it to the cashier. The message will appear that every time you smoke a cigarette it takes a part of you. The ads I see will usually say something along the lines of “smoking kills” with some statists below it. These are the ones that are plastered in malls, sports arenas, sub way stations, just pretty much any where. I have also heard anti smoking and tobacco use persuasions over the radio. They are subtle but usually bring attention to most likely the young people int he car with the music turned all the way up.
- Techniques- The techniques used in the anti smoking campaign is usually using scare tactics. Scare tactics are used a lot in advertisements promoting to not do something because it can actually work. The use of tearing of the skin in the commercials is enough to gross people out and scare them whenever they think about cigarettes. Using real life people and survivors of cancer, stomas, and amputations can also persuade someone into not smoking. When you see a real life survivor who went through something horrific looking at them and hearing their story will make someone not want to ever smoke or even stop smoking. Also when the advertisements use intimidating words like addiction and death. It can put a scary image in someones head forever, leaving a mark in a persons head about not smoking is the goal while using scare tactics.
- Audience Reaction- The audience reaction is a mixed reaction between people. For current long term smokers, the ads, commercials, and scare tactics almost always do not work. They think that because it has not happend to them since they have been smoking, it never will. Almost 80 % of the time if the ads and commercials do come through to people they will quit smoking for a short amount of time and then will eventually relapse. So it really has no long term affect on smokers especially smokers who have been smoking for a long period of time. For teenagers and young adults, even middle aged and older non smokers, the ads and commercials are more persuasive and will actually work to get people to stop smoking or not to smoke.
Counter propaganda- Smokind Ads
- Ideology- Although it is now illegal to advertise smoking in a good way, they used to be aloud to. The media would promote smoking in good ways, they would even use doctors to show how smoking was good. The advertisements stopped when the serious health risks became known. It was shown as the “cool” thing to do, no matter your age or gender.
- The context of the pro-smoking advertisements where to show how not harmful they were and the benefits of smoking would be. It is the complete opposite of the anti smoking context.
- Identifying the Propagandists- The propagandists in the pro-smoking campaign where cigarette companies. As shown above Lucky Strike and Camel brand cigarettes are being promoted. They used attractive women, famous people, and even doctors. This is what got through to the audience to see how is was the right thing to do.
- Structure- The ultimate goal for pro smoking advertisements was to sell that brand of cigarettes. The cigarette companies all wanted the same thing which was to promote the benefits and perks of buying that brand of tobacco products.
- Target audience- The target audience for pro smoking was men and women of all ages. Back then, there was not an age on who was aloud to smoke and it was a “classy” thing for ladies to do at the time. Thats why they used very attractive women to advertise the cigarettes and products. Even doctors, lawyers, and very professional people were targeted hence why they used doctors to advertise.
- Media Techniques- Since the pro smoking campaign was so long ago most of the media techniques used where through advertisement posters and even on radio talk shows. They were shown in magazine’s and even cereal boxes.
- Audience Reaction- The Audiences reaction to these pro smoking advertisements would be to go out and buy that brand of cigarettes. The risks and health affects where not known at the time so it was a luxurious thing to do. Even young children as young as eleven and twelve years old would be able to smoke cigarettes, parents would allow it.
Evaluation: The anti smoking campaign appears to me to be the more affective campaign now a days in todays society. There has been a long term change in views of smoking, the results that the campaign wants will not happen over night. Persuasion of such a large movement will take a lot of time. The pro- smoking campaign would not stand a chance in todays society because we now know the health risks and facts of smoking and using tobacco products. It is now illegal to advertise such a thing. Each of the campaigns have had their success and failures and it will only be time before smoking to completely become illegal because of the ingredients and health risks involved.
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