Controversy in Television Advertisement - Essay Example

Controversy in Television Advertisement Smoking tobacco (or cigarettes) refers to burning the leaves of tobacco plant and inhaling for pleasure or medicine purposes (Vu, Long, Talapa, & Jong, n.d.). Presently, it is a worldwide practice which originated from Native Americans. Tobacco contains a substance called nicotine which constricts blood vessels, increases the heart rate, and acts on the central nervous system. It also gives the smoker a feeling of well-being, increases alertness and memory, and makes people feel mild ecstasy. 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. 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 was 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). As it is broadly defined in the Tobacco Advertising and Promotion Act 2002, a ban is “a prohibition on any advertisement that has the purpose or effect of promoting a tobacco product.” Therefore, it includes “at least advertisements in print and broadcast media, billboards, the Internet, direct mail, and product placement.” The legislation also bans “promotions, free gifts, coupons and sponsorships, where the aim or effect is to promote a tobacco product.” In the European Union, television advertising of tobacco and related products was already banned as stated in their “Council Directive 89/552/EEC of 3 October 1989 on the coordination of certain provisions laid down by Law, Regulation or Administrative Action in Member States concerning the pursuit of television broadcasting activities.” In 1967, the Fairness Doctrine (in the United States) required that all TV stations broadcast 1 anti-smoking public service announcement (PSA) for every 3 cigarette ads that aired (“Tobacco on Television,” 2006). As a result, it was a very effective movement against smoking. By 1969, the U.S. Congress passed a bill banning all cigarette advertising on the radio and television. As anticipated, the tobacco companies were fighting for not banning their advertisements. In order to overpower the government from banning their advertisements, they made arrangements to further their ads behind closed doors. They also made other options such as adopting “codes of conduct” to compromise with the government regarding the banning of their advertisements. Moreover, the logic that since tobacco is a legal product then its corresponding advertisements must also be legal. However, said companies gave in on the TV commercial bans with the realization that the funds for such commercials could be diverted to other forms of advertising. As an outcome, they decided to cooperate and the bill on the ban was passed and signed by President Richard Nixon in 1970. The ban took effect on January 2, 1971 in the United States. The tobacco industry strongly disagrees that a ban on tobacco advertising is an indication of a reduction in consumption. However, the impact of tobacco ban on media particularly in televisions can be determined in some instances such as “by examining the link between expenditure on advertising and tobacco consumption, by comparing consumption within a country before and after the ban, and by comparing international trends in tobacco consumption and tobacco control measures.” As to researches conducted, “most econometric studies have found that increased expenditure on tobacco advertising increases demand for cigarettes, while tobacco advertising significantly increased to tobacco sales (ASH, 2006). Despite the various techniques applied by various companies in promoting their cigarette products, the bottomline remains that these advertising campaigns show that smoking is good. What will these tobacco companies care of the health of cigarette addicts when in return they get billions from their sales revenues? So therefore, whose responsibility is it now? Is it the company’s responsibility, the media’s obligation or the person hooked on cigarettes? In conclusion, it all depends on which perspective one tries to see it. The advertisements make smoking positive in the eyes of the public so they use it. Then once they get addicted, the cigarette manufacturers rejoice. The decision is yours. References “31989L0552.” (n.d.). Retrieved June 17, 2007 from http://eur-lex.europa.eu/smartapi/cgi/sga_doc?smartapi!celexapi!prod!CELEXnumdoc&lg=EN&numdoc=31989L0552&model=guichett Action on Smoking and Health (ASH). (2006). Tobacco advertising and promotion. Retrieved June 17, 2007 from http://www.ash.org.uk/html/factsheets/html/fact19.html Du Melle, F. & Maple, D. (n.d.) Controlling tobacco use. Retrieved from http://www.health20-20.org/DuMelle.htm “Lighten up & light up.” (2006). Retrieved June 17, 2007 from http://www.tvparty.com/vaultcomcig.html “Tobacco advertising.” (2007). Retrieved June 17, 2007 from http://en.wikipedia.org/wiki/Tobacco_advertising “Tobacco on television.” (2006). Retrieved June 17, 2007 from http://www.frankwbaker.com/tobacco_on_television.htm Vu, M., Long, C., Talapa, E., & Jong, A. (n.d.). Tobacco. Retrieved June 17, 2007 from http://www.facultyfiles.deanza.edu/gems/boardliljenstolperebecca/Tobaccorevised.ppt “What is nicotine?” (n.d.). Retrieved June 17, 2007 from http://www.wisegeek.com/what-is-nicotine.htm Wheeler, B. (2004). Has the tobacco ad ban worked? Retrieved June 17, 2007 from http://news.bbc.co.uk/1/hi/magazine/3485071.stm Read More