Cigarette Marketing and Its Effect by jewski73

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									                                                                    Jared Andrzejewski

                          Cigarette Marketing and Its Effect


       Colors, sounds and images all appeal to our senses. We associate certain

colors and sounds with different images as a way to distinguish one thing from

another. Advertising plays on these associations in order to sell their product and

distinguish their product from anyone else‟s. “Advertising tries to attract the

attention, create the desire for, and stimulate action that leads to the purchase of

products and services advertised on commercials, or watching and listening to

television commercials. That is, advertisers hope to convince, to persuade, to

motivate, and most importantly, to get people to act, to do something” (Berger

2004). Cigarette companies use these tools to try to convince the general public to

smoke. Cigarette companies do not tell the whole truth about cigarettes in their

advertisements. The tobacco companies downplay and disguise the effects of

smoking on one‟s health. Cigarette companies use various tactics to disguise and

alter the information you receive about the true effects of cigarette smoking. When

the cigarette companies use these tactics they convince many people to use

cigarettes and that has extensive effects on their health. Convincing people to smoke

contributes to a higher rate of lung cancer because smoking has been proven to

cause cancer. Tobacco companies use misleading advertising to entice users to

consume their product and this contributed to the increased rate of death due to lung

cancer in the United States.
       The history of advertising can be traced back to when Julius Caesar was

alive. Advertising has been around since the Romans first used it in their daily

events newspaper that was handwritten and distributed throughout Rome (Hood

2005). It was not until the 1440‟s that advertising became widely seen. It became

widespread when the printing press was invented by Johannes Gutenberg (Sivulka

1998). Since then the ways that products are presented and the information about

them has not been the same. Before the printing press was invented the only way to

get information and see a product was to actually see it in person. Even after the

printing press, advertising went under another transformation when it was

distributed throughout radio and television. Now a product could be shown on live

television with an actual person speaking about it. Information from a product could

then reach masses of people throughout the United States. That is when the tobacco

industry took advantage of television and radio to help promote their products

(Hood 2005). They also would not have achieved a mass market without the help of

advertising (White 1988).

       Tobacco companies advertise images of attractive and healthy people in their

advertisements to try to convince the public that smoking is not damaging to one‟s

health and every one is doing it. Tobacco company‟s advertisements portray health,

outdoor activity, romance, pleasure and relaxation. This is all a ploy to glorify

smoking in attempt to gain more users (Whelan 1984). It is ironic that tobacco

companies emphasize health even when smoking is known to cause cancer and other

serious health problems. Tobacco companies do this to downplay the effects of
cigarettes and smoking and pretend as if they are not harmful. The tobacco

companies try to instill the idea if those people are using cigarettes and are still

healthy, you will be too. Tobacco companies say that they are only targeting adults

with their ads, but in fact it is mostly teenagers and young people they are targeting

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