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Smoking Essay

1217 words - 5 pages

For decades, researchers and scientists have been studying on the impact of anti-smoking advertising campaigns .As a result of some research , main question arises : “do anti-smoking ads really have an impact on people’s decision about quitting smoking?” or “do they really work?” It is a controversial issue and plenty of studies and investigations support that there is no clear evidence to prove they have a significant influence on adults’ or youth’ decisions. The most striking reason of why anti-smoking ads fail is that there is not enough attention to encourage smokers or they are not supposed to prevent people from smoking. The reason is advertisements are made to profit .Anti-smoking ads are not advantageous or profitable. Thus, tobacco companies use their marketing expenditures to promote smoking. Their main objective is to encourage people to start smoking. According to Federal Trade Commission (FTC), in 2003, cigarette companies increased their product marketing and promotional spending to $15.15 billion, while lowering their spending on youth smoking prevention programs to $72.9 million. In other words, tobacco companies spent more than 200 times on product marketing than on prevention (Schmidt,2013).In addition to first reason there is not complete focusing and enough effort. Most advertisements are parent-targeted. They forget that there is a huge percent of youth smoking. However, parent-targeted ads are insufficient in terms of their narrative and executional style. When designing an advertising campaign, at least four important issues must be addressed: the message content(what to say), the executional style(how to say),the target audience(whom to say it and hence, which media to choose),and budget (Pechmann&Reibling,n.d.). Anti-smoking ads say “don’t smoke” but they don’t generate a solution for how to cope with nicotine withdrawal syndrome. Many smokers want to quit smoking, but overcoming addiction is not a short-time process. They are unable to cope with the results of nicotine independent life. In quitting process certain things remind them smoking. For example, when they see ashtray, cigarette holder, their brain gets into action for smoking. Nicotine's withdrawal symptoms are powerful and hit the fastest of all drugs and it has no alternative .So it is not easy to cope with its absence. Physical and psychological handicaps are also some negative sides of the nicotine withdrawal syndrome. These are the symptoms and people experience cigarette craving, depression, insomnia, irritability, nervousness, anxiety, concentration difficulties and weight gain. Each person has their own set of withdrawal symptoms. Usually the symptoms are most severe during the first 3 days following cessation, but may continue for weeks. Even symptoms like craving and urgently needing a cigarette may continue to show up for months after quitting. The severity of these symptoms depends on the number of cigarettes smoked daily and duration of usage....

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