...UNIVERSITY OF THE PHILIPPINES Bachelor of Arts in Communication Research Joyce M. Aguillon Precious B. Romano SmokeCheck: A Study on the Effects of NCR Male High School Students’ Exposure to and Recall of Anti-Smoking Advertisements to Their Perceptions of and Attitudes toward Smoking Thesis Adviser: Professor Randy Jay C. Solis College of Mass Communication University of the Philippines Diliman Date of Submission April 2012 Permission is given for the following people to have access to this thesis: Available to the general public Available only after consultation with author/thesis adviser Available only to those bound by confidentiality agreement Student’s signature: Student’s signature: Signature of thesis adviser: Yes No No UNIVERSITY PERMISSION I hereby grant the University of the Philippines non-exclusive worldwide, royalty-free license to reproduce, publish and publicly distribute copies of this thesis or dissertation in whatever form subject to the provisions of applicable laws, the provisions of the UP IPR policy and any contractual obligations, as well as more specific permission marking on the Title Page. Specifically I grant the following rights to the University: a) to upload a copy of the work in these database of the college/school/institute/department and in any other databases available on the public internet; b) to publish the work in the college/school/institute/department journal, both in print and ...
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...“If you just do a Google search and type in 'smoking' or 'lung cancer', you will be barraged with never ending facts and numbers, like how one in every three Americans is affected by lung disease and how COPD is the third leading cause of death and if you get lung cancer the odds are 95% that you will die.” –Matthew Gray Gubler. About 20 percent of Americans population smoke cigarettes. There has been reports of the Heart Association that tobacco smoking has caused more than 440,000 death each year that can be preventable. People have a hard time understanding of why smoking is so dangerous, so they choose to ignore the fact that it can cause a death and continue smoking. People choose to smoke for many reasons. For example, people feel alone...
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...Smoking Advertisements and Commercials For this assignment, I will be writing about anti-smoking advertisements and commercials that I see a lot on television while I am trying to watch the Big Bang Theory and sometimes banners on an Internet page. Lately, I have been noticing a lot of anti-smoking commercials from the CDC interviewing people whom have been smoking for a long time. People, whom are being interviewed, have serious health problems due to the effects of smoking. These ads will explain how the ex-smokers live their life’s differently because of the damage from smoking. Terrie Hall was the most well known person in these CDC commercials. Terrie started smoking when she was in high school, and now she is facing the consequences for doing it for so long. Terrie was working with the CDC to show not only to teens but also to adults what smoking did to her. Terrie’s condition with cancer was getting worst and she requested the CDC to interview her while on her deathbed to show that smoking took her life away. Terrie Hall died in September of last year. It has been said that the last commercial of Terrie made a big impact to society because the emotion appeal it delivered to the audience. The emotional appeal was evoking negative emotions like fear, guilt, sadness, and anger towards smoking. The audience might develop the fear of smoking, knowing what kind of damage it can do to someone’s body. Audiences might build up the emotion guilt for the current smokers. Audience...
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...conventions in images, gives implications without verbal prompts; we are raised to quickly distinguish their importance. Everyone knows cigarettes are unreasonable. People seldom realize the cost of smoking on their livelihood and health and take for granted, money as the only issue. The “Real Cost” ad is incredibly effective at getting the message across and compared to other anti-smoking ads, it takes a creative approach in a in a non-shocking way. This advertisement reveals to people the expense of smoking doesn't always involve money and will eventually become costly to your health. In the “Real Cost commerical the young man doesn't have enough cash to purchase the box of cigarettes, but yet with little hesitation he yanks his tooth out with pliers in exchange for payment. In watching the commerical, your first reaction is; why is the cigarettes that important? Cigarettes smoking is a addiction due to the chemical “nicotine”. According to Adweek the commerical wants to depict smoking as a “bully” and show the level of control it has on an individual. Anti-smoking campaigns for years have been working to educate youth on the effects of smoking on health and environment as a whole. Furthermore the FDA approach in these ads are to show fear in smoking and diminish the thought of smoking being “cool”, by showing obvious health risks on you teeth. Tobacco, paying little mind to the structure, dissolves a few...
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...Strategy: Marketing Pro Choice and Anti Tobacco Related Messages Table of Contents Introduction…………………...…………………………………………………………………...4 The Steps of a Message Strategy (referencing a CDC Campaign)………….…………………….5 First Step of Message Strategy………………………………...………………………….5 Second Step of Message Strategy……………………………………...……………..…...6 Last Step of Message Strategy…………………………………………………………….7 Target Audiences……….…………………………………………………………………………8 Message Strategy Appeals.………………………………………………………………………..9 Conclusion……………………..………………………………………………………………...10 References……………………......………………………………………………………………12 Introduction Message strategy is the specific determination of what a company wants to say and how it wants to say it. The elements of a message strategy include verbal, nonverbal, and technical components that are also called rationale (Message Strategy, n.d.). A message strategy can be considered a foundation of marketing. It needs to be strong or a company’s marketing efforts will fall apart. A marketing strategy makes it easier to deliver the same message across all marketing media including websites, brochures, advertisements, and presentations to investors, industry analysts, and prospects (Abinanti, para. 2). Consistent execution of the same message is a critical factor in successful marketing. In this paper, message strategy will be researched and demonstrated through the marketing of pro choice tobacco and anti tobacco related messages. The different...
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...Marketing Pro Choice and Anti Tobacco Related Messages Table of Contents Introduction…………………...…………………………………………………………………...4 The Steps of a Message Strategy (referencing a CDC Campaign)………….…………………….5 First Step of Message Strategy………………………………...………………………….5 Second Step of Message Strategy……………………………………...……………..…...6 Last Step of Message Strategy…………………………………………………………….7 Target Audiences……….…………………………………………………………………………8 Message Strategy Appeals.………………………………………………………………………..9 Conclusion……………………..………………………………………………………………...10 References……………………......………………………………………………………………12 Introduction Message strategy is the specific determination of what a company wants to say and how it wants to say it. The elements of a message strategy include verbal, nonverbal, and technical components that are also called rationale (Message Strategy, n.d.). A message strategy can be considered a foundation of marketing. It needs to be strong or a company’s marketing efforts will fall apart. A marketing strategy makes it easier to deliver the same message across all marketing media including websites, brochures, advertisements, and presentations to investors, industry analysts, and prospects (Abinanti, para. 2). Consistent execution of the same message is a critical factor in successful marketing. In this paper, message strategy will be researched and demonstrated through the marketing of pro choice tobacco and anti tobacco related messages...
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...Rhetorical Analysis on an advertisement Smoking tobacco has been around for thousands of years starting with our ancestors. During the 1920s the first medical report proved that smoking causes many health risks. A series of major medical tests had proved that tobacco caused MANY diseases. (cancer council) Once that was realized many people started creating anti-smoking ads', commercials, newspaper entries, etc. The main key to these type of influential advertisements is how to the author/artist used rhetorical analysis to connect with the intended audience. Miroslav Vujovic created the "Tobacco Teeth" ad and product with facts, emotion, and is supported by credibility behind the issue. If you look at the ad you can pick up the first obvious...
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...many different rhetoric skills to try to connect to an audience and to bring attention to whatever they may be trying to focus on. In the “#CATmageddon” YouTube ad, truthorange, an anti-smoking organization tries to appeal to the young generation through the use of cats. Truthorange uses pathos as a rhetoric skill to appeal to the younger generation by connecting with them using pop-culture and emotional connections. Since the founding of YouTube in 2005, they have reached up to 3 billion views per day. There are 48 hours worth of video uploaded every minute (geek.com). With the usurped amount of YouTube videos, there are over 2 million that feature cats, totaling up to nearly 25 billion views just about cats along (tubularinsights.com). With these statistics, it is safe to say that the takeover of cats on the internet has led to a mainstream culture shift. Companies and...
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...transgression upon transgression now perfectly suited to an economical-cultural regime that runs on ever-faster cyclings of the new” (165). It is no longer an issue of how well an advertisement can influence its consumers. Where the greater challenge lies is, if that corporation can continually give its audience what it desires. It is a whole new world, and corporations must constantly modify their approaches on their products to be successful. Not only must they modify their products, but they must also create ads that will make their product memorable to the consumer or they will inevitably fail and become a part of marketing history. Camel cigarettes are a long-standing brand that has been around for almost a century. Throughout the 20th Century, Camel periodically adjusted their advertising methodology. Especially in the 1980s, Camel advertisements were predominantly filled with white males who were middle-aged with blonde hair and a mustache and who were the focal points of the ads. The mustache particularly personified masculinity, ruggedness, and what a ‘man’ should have. Their slogan during that time was, “It’s a Whole New World”. Surprisingly, in this ‘world’, there seemed to be very few women in...
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...shouldn't smoke and the evolution of cigarettes. Dr. Mazzucco has supported claim on the problems and health risks that smoking causes. Smoking or tobacco use has been part of history for centuries, and in the last fifty years we have become exceptionally savvy on the topic. Dr. Mazzucco uses rhetoric and develops a sense of urgency by stating that it's the...
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...Rhetorical Analysis of the Anti-Smoking Advertisements Joshua Martinez DeVry University ENG-112-64585 Anti-smoking advertisements occasionally pop up throughout our society which is often showing the viewers the harmful effects of tobacco through startling images. This advertisement uses the elements of ethos, pathos, and logos in order to make people rethink about smoking. The video advertisement uses children to make a point across by showing real scenarios on the effects of smoking. It shows that the commonplace for smoking, in today’s time, is acceptable for teenagers to smoke and jump to an assumption that children are starting to try it. Once the children are introduced into this advertisement pathos is also introduced. It shows that the innocent can be tainted with smoking and brings in fear to the audience. Ethos falls into play when the children are appealing to the adults that they want a lighter to smoke. Children are viewed as innocent and when a child wants to do something that destroys that innocence, adults, try to stop it. We tend to believe people whom we respect. One of the central problems of this advertisement was the children asking the adult for a cigarette which created the audience something that is worth seeing. When the kids asked for a lighter, pathos gets involved as the adults asks the children if they are being serious and refuses to give them one. The adults then respond with various reasons why smoking cigarettes is unhealthy...
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...Why You Shouldn’t Smoke There have been anti-smoking campaigns since the 1960s, and today the ads and commercials on TV are aimed more towards the youth culture—those who've not started smoking yet and might be around it—while commercials to stop the addiction to nicotine through patches and gums are geared towards the adults who've already become addicted. Not smoking is a very big issue as we can see from the proliferation of ads and commercials as well as the governmental involvement with tax-hikes on cigarettes to discourage smokers and the declaration of public places such as restaurants and shopping malls as smoke-free. There has been a stigma attached to those people who do smoke as can be witnessed by their division from the rest of the public into smoker areas. Everyone from the government to hospitals to movie stars, friends, and family claim smoking is a filthy habit one shouldn't start in on, and everyone gives very good reasons why someone shouldn't smoke, and I agree. The biggest reasons not to smoke concerns your health, the health of the people around you, the financial burden of buying cigarettes, cigars, and pipes and tobacco, and the health and beauty of the environment. One of the biggest reasons not to smoke that immediately comes to mind is health-related: "Cigarette smoking kills an estimated 264,000 men and 178,000 women in the United States each year" ("Tobacco"). Smoking has also been known to cause lung cancer, heart disease, and the chronic lung...
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...Public Service Announcements (PSAs): Everybody has seen a few (mainly because they tend to interrupt everyone's favorite shows at the best part). But does everyone pay attention to them? Many people would suggest not; after all, PSAs are just annoying anti-smoking ads, right? Fortunately, those who would claim that are wrong. Truth be told, PSAs have been proven to be very effective. They are actually proven to reduce the number of distracted driving incidents. So if they are so successful, why do people think they're not? Let's look at the details, shall we? First, let us take the time to point out that not all PSAs are anti-smoking ads. Public Service Announcements are used for a large variety of causes, such as raising awareness to breast cancer and Alzheimer's, preventing the use of drugs and alcohol, motivating students to excel in their studies, etc. Companies pay to produce PSAs for whatever they feel is important for the public to know. These announcements are not meant to...
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...Economics Report and Demand & Supply curve Of cigarettes in Australia Introduction: Recently, there has been a new trend in the tobacco industry in Australian society due to the increased prices of cigarettes, mainly for the reason that “with more than 3.1 million people still smoking today, tobacco still being the leading cause of death by a wide margin… “ (Scollo & Winstanley, p.xiii, 2008). Therefore, this report will illustrate the market structure of Australia tobacco industry, and then make analysis about the price chances on the demand and supplies for cigarettes. The third and the fourth part of the report are about the impacts of this change and some government policies for the tobacco industry, respectively. The market structure: Table 1: Tobacco companies operating in Australia: summary table for 2006-07 | BATA | PMA | ITA | Total revenue ($m) | 1476.7 | 623.3 | 386.5 | Net profit after tax ($m) | 410.7 | 172.6 | 2.7 | Shareholders’ funds ($m) | 632.6 | 403.4 | 25.1 | Total assets ($m) | 2962.1 | 627.5 | 176.7 | Number of employees | >110019 | 691 | 299* | Approximate market share in Australia (%) | 4619 | 34* | 1820 | * Figure for 2006 ** Figure assumed on the basis of market share reported by BATA and ITA, and assuming that a small percentage of the Australian market is accounted for by imported brands. Source: The BRW 1000, BAT website, BATA website, Imperial Tobacco Group Website. The tobacco industry in Australia has been considered...
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...6_12 January 02, 2013 Three Ways That Cigarette Ad’s Hook Kids Smoking is a bad habit. It causes lung cancer, depression, and is addictive. In order to survive, tobacco manufacturers need to continue to recruit new cigarette smokers. More than 80% of adult smokers started before they turned 18 and by that time more than half of them were already smoking daily. We know that kids feel peer pressure from other kids in their everyday lives. But the teens and adults in cigarette advertising may be one of the most influential peer groups of all. As they move into their teens, kids often feel insecure about their appearance and their popularity. Cigarette ads use these insecurities to make empty promises. Ads give teens the message that smoking can help them become attractive, desirable, and independent when the reality is quite different. Smoking can cause bad breath and yellow teeth, isolate teens from largely non-smoking peers, and possibly lead to a deadly, lifelong habit. Images such as the Marlboro Man equate smoking with a macho ruggedness that is appealing to men and boys. This theme mirrors the pressures many boys face to be “tough”. Boys may believe that smoking will give them the aura of coolness they are searching for. Tobacco companies have specifically targeted women and girls for many years by associating specific brands with slimness. In fact, cigarette advertising often depicts smoking as a weight management tool. This plays into the cultural pressures to...
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