Awareness

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Awareness
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Big Tobacco's Marketing Tactics
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Youth are twice as likely as adults to remember
tobacco advertising AND 88 of youth smokers
smoke the three most heavily advertised
brands. SO...As part of the 1998 settlement,
tobacco companies promised not to "take any
action, directly or indirectly, to target
youth. BUT...Marketing has increased 42 to a
record 9.6 billion in 2000. That's 26 million a
day! The highest increase was seen in retail
store marketing, which has a high access to
youth, and youth-oriented magazine ads (Sports
Illustrated, Rolling Stone, etc).
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What does this mean?
Obviously the tobacco industry isn't living up to
its promise. Becoming media literate will provide
the skills necessary to understand Big Tobacco's
tactics to target youth through advertising.
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Advertising Methods Humor A powerful tool of
persuasion. If you can make people laugh, you can
persuade them
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Apparently this dog has a better work ethic than
his owner. If you're a hunter you'll understand
why it's funny. Cabin Creek is a guy thing, too.
At least for hunters who enjoy taking their sweet
time.
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Symbols This can be words,
designs, places, ideas, music, etc., symbolizing
tradition, nationalism, power, religion, sex,
family or any concept with emotional content. In
media, people and things often symbolize some
larger concept.
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This ad came out shortly after 9-11. What does a
fireman symbolize? Bravery? Strength? They want
to associate Skoal with those qualities.
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Fear Media often try to make us
afraid that if we don't do or buy something,
something bad could happen to us, our families
and friends, or our country.
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What are a lot of young girls and even women
afraid of? Gaining weight. But if you smoke
Merit, you'll stay "light."
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The Big Lie Most people want to believe what
they see. People are more suspicious of a small
lie than a big one.
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Omni can claim it has reduced carcinogens or
whatever it wants. That's because it's not FDA
regulated. Hey, anything to keep smokers from
quitting. This is much like the "light" cigarette
craze, although light cigarettes have turned out
to be just as bad or worse than regular
cigarettes.
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Scapegoating This is a powerful technique
that blames many problems on one person, group,
race, religion, etc.
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This ad is trying to place blame on no smoking
laws. THEY haven't taken away that "right" YET.
Winston is on YOUR side. So smoke while you still
can!
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Testimonial This uses famous people or
respected institutions to sell a person, idea or
product.
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This is an actor from the Sopranos. He "suggests"
you try these cigars in a way his TV character
would. I guess you can't be a tough guy without
the proper "accessories".
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Repetition This drives the message home many
times. Even unpleasant ads work if they are
repeated enough to pound their message into our
skulls.
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When you think of Marlboros what comes to mind?
Cowboys of course! In fact, most people will
mistake a regular picture of a cowboy for a
Marlboro ad.
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Flattery This is based on the idea that if you
make people feel good, they are more likely to
buy your product. We like people who like us, and
we tend to believe people we like.
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Who wouldn't choose the beach over work? You
deserve better! And you deserve to smoke
Winston...wait, is that a good thing? Oh well,
your boss will probably kill you before the
cigarettes do.
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Bribery This seems to give us something
desirable Buy one, get one free. This technique
plays on people's acquisitiveness and greed.
Unfortunately, there is no free lunch.
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Just like in SD, many other states are raising
cigarette taxes. And increased price means more
people quitting and less kids starting. To combat
this effect, many brands give out coupons. Just
another case of doing anything to keep their
customers.
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Diversion This seems to tackle a problem or
issue, but then throws in an emotional diversion
or distraction.
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This ad mentions the old social problem of a
woman having her "place." It then shows a working
woman breaking stereotypes with her suit and
smoke. It tries to get you to think that if you
smoke, you will be more independent. Many tobacco
ads want you to think you are more independent if
you smoke, though the reality is that you become
very dependent and addicted to them.
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This is used to escape responsibility for
something unpopular. It can be either direct or
indirect.
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Exposing others to secondhand smoke has become
more and more unpopular. Supposedly this
cigarette will give off "less smoke." Capri is
trying to keep a smoker from quitting by offering
an alternative. But is this even true? And there
is no safe level of exposure to secondhand smoke.
Dont they look like they are having a good time?
Apparently your friends wont mind the smell of
Capri smoke.
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Bandwagon
This insists that everyone is doing it. It plays
upon feelings of loneliness and isolation. In the
US this technique is often accompanied by the
concept of being on the winning team.
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No one looks left out at this night club. Even
the guy in the cast is having fun. And everyone
seems to be offering each other Camels. Young
people don't know what it's like in a bar. This
ad makes it seems like you've got to smoke to fit
in this kind of "adult" place.
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Here is a pretty girl in the cold snow. But she's
dressed warm and has her fuzzy dog to keep her
company. How can you not love that cute dog?
Virginia Slims wants to think they can give you
that same feeling. Sort of ironic since smoking
causes decreased circulation, which makes you
cold.

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Plain Folks Many advertisers and politicians
promote themselves or their products as being of
humble origins, common, one of the guys/gals.
They are just like you and know what you
like.
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Look at the Marlboro Man! He's just one of the
guys, taking a break from a hard day's work with
his buddies. Why don't you enjoy your break more,
too, with a Marlboro?
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Beautiful People Using attractive models in ads
to suggest we'll look like the models or get the
attention of the models if we buy the product.
How many times have you seen this one used for
cigarettes?
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Just about every brand has used this technique at
one time or another. Capri is by far the worst
offender. Not only do they name their cigarettes
"super slims," But they now use this impossibly
slim female in their ads. Even Barbie isn't THIS
skinny!
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Scientific Evidence This uses the
paraphernalia of science (charts, graphs, etc.)
to "prove" something that's often bogus.
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Pall Mall wants to get smokers to switch brands.
So they use a chart showing how much longer their
cigarette lasts over others. So who gave them
this data? A test performed by the same company
that makes them (Brown Williamson) - amazing!
Does it "kill faster" too?
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Group Dynamics Replaces the weakness of the
individual with the strength of the
group.
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Just about everyone here is smoking. At least all
the "cool" camels are. Notice in the back left, a
camel is trying to put a camel mask on a cowboy.
Look familiar? I guess to be cool enough for this
party you've got to have all Camels.
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In this ad they are saying that a priority in
life is chewing, and they are saying that it does
a lot for you. But really it doesnt. Chewing can
cause white spots in your mouth, called
lukoplakia-the beginning of cancer.
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Hanging out with friends is just the right time
to chew, right? NO! Most people think that
chewing is unattractive and disgusting. So why
would you want to do it in front of your friends?
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This is an ad for smoking. Doesnt it look like
hes tough riding that horse. But really hes
not. If you did smoke it would probably be hard
to do this because you dont get very much oxygen.
Smoking hurts you lungs and its hard to be
athletic. I guess hes not so tough after all.
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Smoking around people at parties isnt really a
cool thing to do. People around you dont like
the smell and its bad for you. So you dont
really fire up the party.
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Analysis
Who paid for the media? Why? Who is being
targeted? What text, images or sounds lead you
to this conclusion? What is the text (literal
meaning) of the message? What is the
underlying message?
What kind of lifestyle is presented? What
values are expressed What tools or techniques
of persuasion are used? What story is not
being told? In what ways is this a healthy
and/or unhealthy media message?
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Action
Counter-Marketing
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Counter-Marketing Tips
AnalyzeUse the same techniques as tobacco ads to
deliver a different message.PowerWhat makes an
ad memorable? Use the same method that grabs your
attention.PersuadeChoose persuasion techniques
to deliver your alternative message (humor,
repetition, flattery, etc).
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PicturesPeople often forget what they read or
hear, but remember what they see. Visual images
are powerful, use them to tell a
story.RebellionTobacco advertising often
appeals to a sense of youthful rebellion.
K.I.S.S. Keep It Short SimpleUse only one
idea for your main message. Focus on getting this
message across.PlanTry to think of everything
before you begin production.
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Counter- Marketing Tactics
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_____
Make fun of a tobacco ad by imitating it in a
humorous way.
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____
Use facts in an interesting way to draw people to
them.
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Look to Big Tobacco
Expose misleading manipulative advertising
methods to turn a rebellious spirit toward the
tobacco industry!
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Educate
Educate about the negative aspects of smoking.
Put a face to the health problems of tobacco.
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Be Positive
Associate NOT smoking with positive feelings and
activities!
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Tobacco Quiz
A few questions to test your tobacco IQ.
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• 1.___ of high school students in South Dakota are
  current smokers?
• 15
• 25
• 33
• 40

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• 1.___ of high school students in South Dakota are
  current smokers?
• 15
• 25
• 33
• 40

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• 2. About ___ of smokers start as children?
• 60
• 70
• 82
• 90

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• 2. About ___ of smokers start as children?
• 60
• 70
• 82
• 90

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• 3. One out of ___ deaths in South Dakota is
  caused by tobacco?
• 6
• 8
• 10
• 15

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• 3. One out of ___ deaths in South Dakota is
  caused by tobacco?
• 6
• 8
• 10
• 15

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• 4. Tobacco kills more people in South Dakota than
  ___________? alcohol
• illegal drugs
• car crashes
• AIDS
• murders
• suicides
• all of the above combined

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• 4. Tobacco kills more people in South Dakota than
  ___________? alcohol
• illegal drugs
• car crashes
• AIDS
• murders
• suicides
• all of the above combined

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• 5. Secondhand smoke is a Group A Carcinogen,
  which means there is no safe level of exposure
  and it has been proven to cause cancer in humans.
  
• True
• False

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• 5. Secondhand smoke is a Group A Carcinogen,
  which means there is no safe level of exposure
  and it has been proven to cause cancer in humans.
  
• True
• False

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• 6. One non-smoker dies from secondhand smoke for
  every ___ smokers?
• 8
• 16
• 45
• 100

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• 6. One non-smoker dies from secondhand smoke for
  every ___ smokers?
• 8
• 16
• 45
• 100

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• 7. Which of the following is not a cigarette
  ingredient?
• methane (ex found in cow farts)
• ammonia (ex found in toilet bowl cleaner)
• arsenic (ex found in rat poison)
• all of the above are cigarette ingredients

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• 7. Which of the following is not a cigarette
  ingredient?
• methane (ex found in cow farts)
• ammonia (ex found in toilet bowl cleaner)
• arsenic (ex found in rat poison)
• all of the above are cigarette ingredients

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• 8. A pack-a-day habit costs a smoker ___ per
  year? (one pack about 3.50)
• 350
• 600
• 850
• 1300

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• 8. A pack-a-day habit costs a smoker ___ per
  year? (one pack about 3.50)
• 350
• 600
• 850
• 1300

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• 9. Tobacco companies now advertise less in
  magazines with a high youth readership.
• True
• False

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• 9. Tobacco companies now advertise less in
  magazines with a high youth readership.
• True
• False

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• 10. Almost 3 out of 4 high school seniors who
  have ever used spit tobacco began by the ___
  grade.
• 9th
• 10th
• 11th
• 12th

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• 10. Almost 3 out of 4 high school seniors who
  have ever used spit tobacco began by the ___
  grade.
• 9th
• 10th
• 11th
• 12th

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Conclusion Resources

• Now that you're media literate, use your new
  skills to turn the table on Big Tobacco!!!
• ResourcesFor more information on media literacy,
  visit the New Mexico Media Literacy Project at
  www.nmmlp.org.