And british governments propaganda during wartime are

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and British Government’s propaganda during wartime are some of the examples of propaganda that were successful in kindling people’s emotions and turning their ideas favorable towards the government’s plans. Propaganda can also be used for slander and sustained propaganda is capable of slowly changing people’s attitudes either for good or for bad. Jowett and O’Donnell go further to define propaganda as being a deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that is favorable to those engaging in it (Jowett & O'Donnell, 2015, P. 7). They also came up with ten steps to analyze the effectiveness such as (i) the ideology and purpose of the propaganda campaign (ii) the context in which propaganda occurs (iii) identification of the propagandist (iv) the structure of the propaganda organization (v) The target audience (vi) Media utilization techniques (vii) Special techniques to maximize effect (viii) Audience reaction to various techniques (ix) Counter propaganda, if present and finally (x) effects and evaluation. By using these ten techniques and analyzing the results of the campaign this paper seeks to find out the effectiveness of the government’s campaign against smoking. Literature Review 4
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An Exploratory Study into Propaganda of Smoking: Tips from Former Smokers Campaign There have been a few studies about the effectiveness of the CDC’s campaign against smoking. Kornfield et al. (2015) in their paper titled, “Earned Media and Public Engagement With CDC’s "Tips From Former Smokers" Campaign: An Analysis of Online News and Blog Coverage” looked at the contribution of earned media as well as paid media towards public engagement with regards to the campaign. They concluded that although the campaign earned limited number of responses in blogs and other news sources, it did generate engagement among the people (Kornfield et al. 2015). Stevens in his article, “Case Study: the CDC’s “Tips From Former Smokers” Campaign” looks at the campaign as a public relations strategy success and says that the campaign was a success based on the PR strategies that it had used (Stevens, 2014). Skubisz et al. (2017) studied the content in the messages of the campaign and analyzed the appeal of the content .The CDC itself commissioned its own study and found that the cessation attempts of the smokers were high and that the continued campaign actually had a positive effect on people (Neff et al. 2016). There also exists a host of other articles as well as research analyzing the effectiveness of the campaign. Method This study uses the existing literature from newspaper articles as well as other research studies to analyze the effectiveness of the campaign. However the most important method used is the ten techniques proposed by Jowett and O’Donnell.
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