KNOWing Tobacco and the Media Deconstructing Tobacco Advertising

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1 KNOWing Tobacco and the Media Activity Key Concepts: 1. Media is produced by people following a format. 2. A media product is a construction of a reality. It has an aesthetic quality and style. 3. Media contains messages of the dominant culture. It influences and is influenced by social, cultural, economic, and political values. 4. A media product is produced for a purpose. It has commercial implications. 5. Audiences interpret the meaning of media texts individually. Instructions for Educators Part 1. Begin by having the students brainstorm where they see general advertisements in their everyday lives. (Advertisements are everywhere in our daily lives - TV, newspapers, music videos, internet etc.). Have the students brainstorm the ways in which tobacco products are advertised currently in other countries (e.g., United States of America) or how tobacco products have been advertised in Canada prior to the banning of tobacco advertisements. Part 2. Have the students research various tobacco advertisements from different sources (e.g., newspaper, internet, magazines etc.). Have the students pick one advertisement that stood out to them the most. Part 3. Have the students answer Advertising Critical Thinking Questions based on the advertisement that they chose. Come together as a class and discuss. Refer to background information pages on: Marketing Methods

2 Knowing Tobacco and the Media Part 4. After the students have answered the Advertising Critical Thinking Questions, have the students create their own advertisement. The advertisement that the students create must deliver a positive message, and promote health. Individually or in groups, have the students pretend they are working for an advertising agency. They can create a poster, radio (audio), television (audio visual) advertisement, a magazine advertisement or a PowerPoint/Smart Board presentation for a potential client. Make sure students consider the critical thinking questions in part three when creating and refining their media products. Examples of potential clients for students to base their media product on. An executive from The Saskatchewan Roughriders is looking to run a tobaccofree sports campaign. A local anti-tobacco youth group wants to make all restaurant patios in Saskatchewan tobacco-free. An owner of an apartment building wants to promote their new smoke-free apartments for rent. The Lung Association is running a campaign on the health benefits of being tobacco-free. Part 5. Have the students present their advertisement to the class. Go through the critical thinking questions again for each of the student s advertisements that they present.

3 Knowing Tobacco and the Media Advertising Critical Thinking Questions Examine the tobacco advertisement that you have chosen to deconstruct and reflect on the following questions: 1. Did someone produce or make this? Who? Why? Is this real or did someone create it? Do you think one person created this or do you think a team of individuals created this? Who do you think they work for? What did they have to do to make this? Who is the intended target audience? 2. What went into the construction of the advertisement? Are there people in the advertisement? If so, what are they doing? What are the people s expressions on their faces? What kind of clothes are they wearing? What colours are used in the graphics? Why? Who or what might be left out of the picture? Where is the camera? Is the viewer close or far away? What print or text is used? What do the words say? How do they say it? Why? Is there a story? How is the story being told? How does the creator of the product want you to feel? How does the advertisement make you feel?

4 Advertising Critical Thinking Questions, Continued 3. What values and cultures are shown? Whose voice is included? Whose voice is left out? What roles are people playing? How are different genders portrayed? What socio-economic classes are shown? What social messages are given in this ad? 4. Why was this advertisement made? What is the message? Who is sending this message? Who do you think paid for this advertisement? What is the message telling you to do or feel? Why? 5. Do people interpret the same media text in different ways? What may make someone interpret media in similar ways? What may make someone interpret media in different ways? 6. What are the direct and indirect messages from the ad? "The medium is the message. - Marshall McLuhan

5 The Lung Squad presents: Grades 6-8 Background Information Marketing Methods Advertising, through the use of mass media, delivers a persuasive message about a product, service, or idea to a large group of people at a single time. This message is intended to influence the attitudes and beliefs of those exposed to it with the hopes of resulting in a specific action. For advertising to be effective, it must be seen repeatedly and attract the attention of the target audience (The Centers for Disease Control and Prevention s Office on Smoking and Health, 1995). Advertising encourages consumers to begin to use and continue to use a specific product. Advertisers use strategic marketing strategies to create an image of what the product represents and associates their products with positive experiences and personal appearances. Advertising is about creating a relationship between subjects and objects. Messaging in advertising often promises that the product will improve some part of an individual s life (e.g., success, strength, masculinity, attractiveness, femininity) (Ad-Vantage, A Smoke Free Grad of 2000 Program, The Saskatchewan Lung Association, 2000). Advertising can be effective and deceiving. Many companies portray unrealistic images related to appearances, body image and self-esteem. Tobacco companies have been deceiving consumers for years by claiming that tobacco products will make an individual healthy, attractive, successful, masculine, athletic, etc. Scientific and evidence-based research over the years has proven otherwise. Tobacco products cause disease and illness, as well as physical, emotional, social and financial consequences. Note: The Federal Tobacco Act restricts advertising and promotion in Canada. Please refer to the background information on: Tobacco and The Law Canada s Tobacco Act /knowtobacco

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