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Controversy in Television Advertisement - Essay Example

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Cigarette manufacturers were one of the first industries to advertise widely on television ("Lighten Up & Light Up," 2006). Tobacco advertising is the promotion of tobacco use (typically cigarette smoking) by the tobacco industry through a variety of media ("Tobacco advertising," 2007). Usually, this is more attractive to the younger population because of their overexposure to tobacco commercials shown on television. Considered as "one of the most-highly-regulated forms of marketing," it is banned by many countries around the world. According to ASH (2006), tobacco advertising is increasing the consumption by encouraging children or young adults to experiment with tobacco and thereby slip into regular use, by encouraging smokers to increase consumption, by reducing smokers' motivation to quit, by encouraging former smokers to resume, by discouraging full and open discussion of the hazards of smoking as a result of media dependence on advertising revenues, by muting opposition to controls on tobacco as a result of the dependence of organizations receiving sponsorship from tobacco companies, and by creating through the ubiquity of advertising, sponsorship, etc. an environment in which tobacco use is seen as familiar and acceptable and the warnings about its health are undermined. These are the reasons why the tobacco industry never ceases to spend billions worldwide trying to promote their harmful products thereby risking the health of more and more tobacco users. There are many methods of tobacco advertising in order to attract cigarette patrons especially younger people. These include sports sponsorship, promotional items, brand stretching, samples, and entertainment which are all shown on television. In sports sponsorship, "the companies try to connect tobacco with health and athletic prowess to reach out to a large audience by sponsoring sports events and teams" (Vu, Long, Talapa, & Jong, n.d.). In promoting various items, "the companies put their logos on hats, t-shirts, and other popular items children use" (Vu, Long, Talapa, & Jong, n.d.). Through brand stretching, "the companies market other products with a shared brand name such as Marlboro Classics clothing" (Vu, Long, Talapa, & Jong, n.d.). By giving free samples of cigarette products in malls, concerts, and mass events, the companies relays a "hidden" message why they should support the product. Lastly, through entertainment or the sponsorship of popular events such as concerts, competitions, and movies, it attracts the youth by displaying the positive aspect of smoking. An additional marketing tactic for TV ads is by depicting cigarette users as relaxed, stress-free and having fun thereby discouraging the news media from reporting on the health effects of smoking. In the United Kingdom, "the tobacco advertising and sponsorship ban were implemented under the Tobacco Advertising and Promotion Act 2002. The Act banned most forms of tobacco advertising, promotion and sponsorship, specifies a few practical examples (e.g. specialist tobacconists, intra-trade advertising), details offenses and defenses and establishes enforcement responsibilities" (ASH, 2006).   ...Show more
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An essay "Controversy in Television Advertisement" outlines that for people to be aware on the whereabouts of cigarettes, companies advertise their product by creating an impression that it has more positive effects than negative to make it more sellable to the consumers…
Controversy in Television Advertisement
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