9 an exploratory study into propaganda of smoking

Info icon This preview shows pages 9–12. Sign up to view the full content.

View Full Document Right Arrow Icon
9
Image of page 9

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

View Full Document Right Arrow Icon
An Exploratory Study into Propaganda of Smoking: Tips from Former Smokers Campaign Media utilization techniques The CDC campaign was one of the most expensive anti-tobacco campaign in the history of the organization and the organization went all out to ensure that the advertisements could be seen by people everywhere. It was on radio, on TV, youtube, newspapers, magazines, commercials, billboards and movie theatres. While the CDC paid for most of the content to be aired and shown to people, there was a small part where the information about the campaign spread through word of mouth as well as coverage by news sources that were not paid for by the CDC. There were also blogs and other online forums where there were discussions about the anti-tobacco campaign by the CDC. The organization ensured that the campaign featured in as many places as possible. Since it catered to a wide audience who belonged to the age group of 18-54 it chose different types of media. Online advertising was mainly for the younger generation which was more likely to spend more time online and the newspapers and magazines were for a slightly older generation which still bought newspapers. Billboard, TV and radio ads ensured that the campaign covered more people than the targeted audience. It was not just the target audience of the CDC that watched TV or listened to radio. Thus the decision of the CDC to use different media was good as they could reach not just the target audience but the rest as well. It would have especially worked well on impressionable kids who would have been scared enough of the advertisements to not try smoking. The content was graphic so that when people watched the videos they were not only scared but also disgusted. Special techniques to maximize effect 10
Image of page 10
An Exploratory Study into Propaganda of Smoking: Tips from Former Smokers Campaign The special techniques used by the CDC included graphic images of the damage caused to the smokers as well as relatable real life people who were used in the campaign. There were no actors involved and there was no special effects added to the campaign. This ensured that the people were quite moved by the campaign and that it touched a emotional chord in the audience. Since the people who were shown in the campaign belonged to different age groups as well as different racial groups, it helped them identify with the person on screen. The advertisements were also matter of fact, There was no theatrics or histrionics that would put off the audience. The effect was maximized by the sustained campaign as well as the inclusion of different people from real life. The CDC also ensured that the facts were not exaggerated and that there were no lies in the campaign that would make it vulnerable to being sued by the tobacco companies. It was in reality a simple campaign that went straight to the point and that proved to be the most effective.
Image of page 11

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

View Full Document Right Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

{[ 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