Kids And Smoking Essay

2465 words - 10 pages

KIDS & TOBACCO: Philip Morris USA Kids do smoke, and recently tobacco companies have continued to market anti-smoking ads towards kids. 3,000 teens a day who become new smokers, 1000 will die from a tobacco related diseases and have an annual death toll of more than 400,000 says Current Health (1996). These alarming numbers have affected the tobacco industry very harshly. On August 10, 1995, President Clinton implemented laws that would prevent the marketing and sales of tobacco to minors. The result of the rules Clinton implemented made companies like Philip Morris have to come up with ad campaigns to prevent kids from smoking. The belief is that kids begin smoking while there young. Also said in Current Health, "Eighty-two percent of all adults who have ever smoked started before the age of 18. In 1994, almost 19 percent of eighth graders already were smoking. By twelfth grade, 31 percent"”almost one in three"”were smokers." Obviously, this is a very preventable problem in America. Philip Morris feels that their ads will help prevent kids from smoking and make parents more aware of the problems of smoking. While Philip Morris is trying to convince youth smokers not to smoke, it still reinforces that it is all right for adults to smoke (although they know it kills). Therefore, by Philip Morris knowing that they need to attract customers, and blending that with antismoking ads makes readers is much more skeptical about the goals of the Big Tobacco companies. External evidence that applies to the ad, are the goals set by the government to decline teen smoking by 30 percent in 7 years. On top of that, 60 percent a decade from now, if these marks aren't reached the tobacco companies will pay for it, with as much as $2 billion in tax deductible penalties reported by Adweek (1997). This has forced companies such as Philip Morris to pull ads, which might persuade kids to smoke, from 42 magazines within the past couple of months (Adweek 2000). The laws that have been implemented within the past five years have forced the industry giant to begin to un-market themselves to underage users. Actions have been taken by banning smoking ads on TV, radio, and billboard advertising near schools. The mandatory education against kids from smoking costs the tobacco industry $150 million annually for the anti-smoking ads (Current Health 1996). The question lies within the piece of rhetoric itself, what are tobacco companies aiming for, to get kids to stop from smoking, do there ads influence smoking of teens, or reinforce smokers to continue to buy there product? In the Philip Morris ad on the back of October 2000's issue of GQ, it headlines "Kids and Tobacco" and right below "NO." The headlining statement is followed by a 7 small paragraphs explaining Philip Morris's role in helping to prevent youths from smoking. The evidence is clear from the beginning, "Kids should not smoke" is the major theme in Philip Morris's...

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