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Youth does unfortunately believe that “smoking cool” and that is entirely socially acceptable in their world. This is the reason why the appeal to people around the global would likely to be failed to convince.
The effort from people for appeal to convince people quit smoking unlikely to be failed. Why would the appeal failed? Why does the appeal won’t convince young people? ... This smoking patterns of teenagers is very particularly and important to Philip Morris decision-making. ... But the problem lies to whom and where do we have to be confronting to send this entire anti-smoking message to people around the globe? ... Not only are the messages chosen by the tobacco companies to communicate their non smoking message very unlikely to affect young people’s behaviour, but even if the message was effective, it is not getting through to a significant proportion of the target audience because of the campaign strategy chosen. ... Equally, mass advertising of this sort might be too broad in scope to appeal to any you people’s values effectively. ... Even if we accept that the message” you can be cool and not smoke” is going to be effective in persuading young smokers to quit, or stop non- smokers from starting, it is extremely debatable whether a relatively low key campaign such as this one could ever hope to change the prevailing culture among the target audience that smoking is cool. Health promoters have been trying to challenge teenage social norms and perception of smoking for decades. ...
“John Connolly of ASH, BAT’s Adrian Marshall admits that “no research has been undertaken to see whether the advertisements by themselves led directly to a child’s decision not to smoke or to stop smoking” They have also said that they do not intend to undertake any such research in the future. ... ”
Some promotional or marketing effort tactics proven effective in reaching young people around the world include the use of cartoon images, free cigarette giveaways, sponsorship of events that especially appeal to young people, and the use of cigarette logos on youth-oriented products. ...
The companies used imagery attractive to the young such as the Marlboro Man’s “Strong and Masculine” look for maturity and Salem’s “ mild” cigarettes for the health conscious. ... This makes the health appeals generally ineffective.
Sport sponsorship is especially insidious, because it implies that smoking and fitness mix. Smoking and fitness is the different part. Smoking won’t bring the fitness and more over won’t give you extra energy but rather would make you more easily tired. ... These international marketing standards partly came as a result of increasing pressure from government’s worldwide and anti-smoking activists. ... ”
To be noticed that remember, tobacco marketing influences teens to take the first step towards smoking more than peer pressure.
Why the appeal likely failed rather than succeed? ... Critics of the campaign said, “ the use of a cartoon was clearly designed to appeal to children. ... I think that has an appeal to young people focused on making decisions. ... When these role models light up, it sends a powerful message that smoking is ok.
Approximate Word count = 2604
Approximate Pages = 10.4
(250 words per page double spaced)
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