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Help teenagers analyze tobacco advertisements by asking critical questions about the product, target audience, intended beliefs, known truths, and advertising appeals.
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tobacco & Advertisements The average teenager sees 300-500 advertisements per day!
When you see an advertisement • Ask yourself these five questions: • What is being advertised? • Who is the target audience? • What does the advertiser want me to believe? • What do I know to be true? • What advertising appeal did they use?
Let’s practice What is being advertised? Who is the target audience? What does the advertiser want me to believe? What do I know to be true? What advertising appeal did they use?
practice What is being advertised? Who is the target audience? What does the advertiser want me to believe? What do I know to be true? What advertising appeal did they use?
bandwagon Everybody is buying this! Join the crowd!
Heart strings • https://www.youtube.com/watch?v=Iu_JqNdp2As
Weasel words Olay Total Effect says it "will help fight seven signs of aging.” This product is stating it might fight the signs of aging, But don't expect it to cure the signs of aging. What about this one?
Guess the ad appeals • Get out a blank piece of paper and number it 1-15…
Smoking kills • Smoking is the #1 preventable cause of death in the United States. • The top FOUR causes of death in the U.S. are all related to smoking. • Heart Disease • Cancer • Stroke • And Chronic Lower Respiratory Diseases
Physical dangers cont. • Smoking during pregnancy doubles the chances that a baby will be born too early or weigh less that 5 ½ pounds at birth. • Smoking more than doubles the risk of stillbirth. • Every cigarette you smoke increases the risks to your pregnancy. • Yes, I know this slide is not in the notes. Please write it in the empty space at the bottom of page 31
Physical dangers cont. • Nicotine: The addictive component of cigarettes; a stimulant. • It is highly addictive and the high lasts only ½ hour • Constricts blood vessels • Increases heart rate and blood pressure • Tolerance develops Twins: Smoker vs Non-Smoker
Physical dangers cont. • Carbon Monoxide: A odorless, tasteless gas in cigarette smoke • Moves oxygen from blood so less gets to the heart and muscles. • Causes poor circulation, which can lead to amputations.
Physical dangers cont. • Tar: Toxic, chemical particles left behind from a burning cigarette. • Over 4,000 chemicals in tobacco smoke • Primary purpose is flavor • Responsible for brown stains on teeth and fingers • Contains carcinogens, which cause cancer Smoking one pack of cigarettes per day for one year leaves 4 cups of tar in your lungs!
COPD • Chronic Obstructive Pulmonary Disease: Progressive disease which makes it hard to breathe. • Umbrella term for emphysema and chronic bronchitis.
Chronic bronchitis • Chronic Bronchitis: Chronic inflammation in the lungs. • Causes scarring of the airways and excessive production of mucus that results in a chronic cough.
emphysema • Emphysema: A condition in which the air sacs (alveoli) of the lungs are damaged and enlarged, causing breathlessness.
Why is it legal? • If we know how bad cigarettes are for you, then why are they legal?
Big business • The major tobacco companies spend $11 billion per year on marketing. • That’s $30 million per day.
Teenagers are targeted • 80% of smokers start before the age of 18. • 1200 people die per day in America from smoking. • This means they need to recruit this many more smokers every day. “Today’s teenager is tomorrow’s potential regular customer.” –Philip Morris, Executive This means tobacco companies can not survive unless teenagers smoke!
Cont. • Scientists have confirmed that it could take just one cigarette to become addicted. • Research has found that 12 and 13 year olds showed evidence of addiction within a few days of their first cigarette. • It takes an average of 18 years to quit smoking.
Smoking Aerobics • Time to get up and move!
Create your own • Act as if you are a tobacco advertiser and use an “Ad Appeal” technique to try and get teenagers to buy your pack of cigarettes. • Don’t forget to include your NAME and what AD APPEAL you are using!
