Audience reaction to various techniques according to

Info icon This preview shows pages 11–13. Sign up to view the full content.

Audience reaction to various techniques According to the reports from CDC the audience reaction was favorable. The number of people who thought about quitting and the number of people who actually quit as a result of the campaign was high in the initial months and wavered as time went by. The CDC estimates that as a result of the 2014 campaign there were around 1.83 million people who attempted to quit the habit and over a hundred thousand who actually quit smoking for good. It also reported that as a result of the campaign non smokers reported that they had more conversations with smokers about the dangers of smoking to themselves as well as the other people who were around them. The 2012 campaign also had similar numbers and approximately 17,000 premature deaths from smoking were estimated to be averted, and 179,000 years of healthy life gained (CDC, 2017). A report in American Journal of Preventive Medicine by John W. Ayers, a San Diego State University public health researcher and 11
Image of page 11

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

An Exploratory Study into Propaganda of Smoking: Tips from Former Smokers Campaign investigators at the Santa Fe Institute and University of Illinois Chicago however said that the campaign did not really succeed in increasing the number of non-smokers in the country (Tate, 2015). It was also found that the effect of the campaign was more in the initial months and went down later on. This was because as soon as the commercials were aired people took to the internet to research more on the diseases. But as time went on interest waned. Also only very gruesome and painful after effects garnered more research and interest among the audience. Although the CDC numbers are not exaggerated, it should be admitted that the campaign’s success was limited. Counterpropaganda, if present The counter propaganda for the CDC’s campaign came from the powerful tobacco lobby as well as the cigarette manufacturers. They were the ones with the most to lose if the campaign was a success and hence ensured that their advertisements also increased. The placement of cigarettes in TV shows, movies and other online videos increased and this was targeted not only at existing customers but also kids who were more vulnerable and more likely to pick up the habit. Adverts were also placed in liquor stores where the sale would be easier for the companies as well as the customer. The counter propaganda was only from the manufacturers as well as the tobacco lobby and not from the general population. The counter propaganda however was not as visible or assertive as the CDC campaign as doing so would have invited backlash for the companies. If the CDC campaign aimed at showing the realities of smoking, the counter propaganda involved showing smoking as a cool behavior. Smokers were given a rebel image so teenagers and young adults would be more vulnerable to it.
Image of page 12
Image of page 13
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '17
  • mwenzi
  • Sociology, Smoking ban, smokers campaign

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern