The depiction of smoking in current films and on TV
Cigarette companies were always trying to get new customers, keep old ones, and get ‘quitters’ back. The best way to accomplish the agenda was to promote and advertise smoking in any media possible. The formula for success and one thing in common, regardless of the media used (film, magazines, TV, etc.), was to present smoking as cool as possible. Smoking was presented as a way to freedom and independence. All of the ads followed the same underlying story: smoking is cool, fun, and most of all, attractive.
There were several sub-formulas used, depending on who the targeted audience was. If the tobacco industries wanted to appeal to the male audience, they would have used a man who is good looking, masculine, strong, and handsome. If, on the other hand, the female audience was targeted, the women smoker was made to look beautiful, glamorous, sexy, independent, and slim. “You’ve come a long way, baby,” the Virginia Slims advertising punch line, underlined women independence, freedom, and empowerment. Cigarette names such as ‘Virginia Slim’ gave the idea that woman could not gain weight while they smoked. According to Jacobs (1997), “Cigarette ads give the impression that smokers are “Alive with pleasure” and that smoking is good for you”. As Kilbourne (as cited in Devereaux, n.d., pg.8) pointed out, “Advertising often lies. These lies are particularly obvious in tobacco ads. For example a Newport cigarette ad that shows young, healthy people under the heading ‘Alive with pleasure’.” The truth about smoking was hidden from consumers.
Today, smoking is not considered to be cool anymore. New laws were recently enacted to prevent smoking in public places. It is very important to educate young people, the most targeted audience, that smoking is a health hazard and is not attractive any more. New commercials such as “Above the Influence” are creating a new image of confident young people. That is a new formula for success and a healthier life without tobacco.
As Kilbourne (as cited in Devereaux, n.d., pg. 5) pointed out, tobacco “industries might want us to believe they are selling us sex appeal, good times, personal autonomy, and freedom, [but] what they are really selling is addiction and danger”. Kilbourne wants to teach consumers to become critical thinkers and refuse to become preys for the tobacco advertising machine. He also wants to encourage them “to engage with...tobacco advertising to critique it, expose it, to fight back, and to recognize what real freedom and autonomy is” (as cited in Devereaux, n.d., pg. 5). By understanding the rules of the game, consumers are empowered to make better choices for themselves.
References:
Devereaux, D. (n.d). Deadly Persuasion: The Advertising of Alcohol & Tobacco. Retrieved October 25, 2011 from http://www.mediaed.org/assets/products/202/studyguide_202.pdf
Jacobs, M. (1997). From the First to the Last Ash: The History, Economics & Hazards of Tobacco. Retrieved October 25, 2011 from http://healthliteracy.worlded.org/docs/tobacco/index.html
Smoking is a great example of making formulas. They have to become very creative in order to attract new people, people who have quit and keep the ones they have. Advertising about smoking, for some, has been pretty easy in the way they portray the actors promoting it. I think that the "Above the Influence" ads are really bringing out the creativity to spread the message about the truths that lie with people who actually smoke. Very nice job on your analysis.
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