Module IV: Smoking and the Media

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Presentation transcript:

Module IV: Smoking and the Media Tobacco Advertising

Advertising Techniques http://www.tobaccofreekids.org/ad_gallery/ Advertising Techniques

Bandwagon Suggests that “everyone” is using the product, and the consumer should use the product to be part of the group

Nostalgia Suggests that the product is practical, and use of the product will return the consumer to “the good old days”

Facts and Figures Uses facts and statistical figures to prove the superiority of the product

Star Power/Testimonials Uses a celebrity to promote or endorse the product

Heartstrings Plays on emotions and makes the consumer feel part of the story

Wit and Humor Uses humorous situations to attract the consumer

Hidden Fears Suggests that use of the product can protect the consumer from harm or danger

Weasel Words Uses words to suggest a positive meaning, when in fact the words are vague and promise no guarantee (e.g., virtually, mostly, almost, etc.)

Patriotism Suggests that use of the product shows love for the country

Snob Appeal Suggests that use of the product makes you better or more desirable than those who don’t use the product

Niche Marketing (Themes) Niche marketing finds potentially profitable subgroups within a market and provides them with custom products or services. Subgroups within the tobacco market can include specific age groups, genders, ethnic groups, or even smokers trying to quit.

Theme Examples Romance, attractiveness Adventure/independence Demographics: age, gender, ethnicity “Niche” marketing Social/cultural attitudes “Coolness” Adulthood Status

Black v. White, Men, “Coolness”

Men – Cigs v. e-Cigs

Women – Classic v. Modern

“Cool” – Then and Now

For More Comparisons: http://tobacco.stanford.edu/tobacco_main/main_tn.php Cigs v. eCigs (themes: eco, African Americans, Celebrities, Children, Doctors, Feminine, Flavors, Freedom, Health, High tech, masculine, medicinal, patriotism, romance, sex, social Black v. White (themes: Couples, Athletes, Men, Women, Musicians, Newport) Classic v. Modern (themes: Couples, filters, healthful, men/women, military, music, social, sports, Newport)

PRINT FOR STUDENTS, or share http://www.tobaccofreekids.org/ad_gallery/ PRINT FOR STUDENTS, or share

Module IV: Smoking and the Media - Tobacco Ads Cool

Module IV: Smoking and the Media - Tobacco Ads Cool - Young

Module IV: Smoking and the Media - Tobacco Ads Men

Module IV: Smoking and the Media - Tobacco Ads African Americans

Module IV: Smoking and the Media - Tobacco Ads Romance

Module IV: Smoking and the Media - Tobacco Ads Independence

Module IV: Smoking and the Media - Tobacco Ads Humor

Module IV: Smoking and the Media - Tobacco Ads Hidden Fears

Module IV: Smoking and the Media - Tobacco Ads War, Patriotism

Module IV: Smoking and the Media - Tobacco Ads women

Module IV: Smoking and the Media - Tobacco Ads Other

http://tobacco.stanford.edu/tobacco_main/main_tn.php Comparison