America's Smoke Screen-Portion Essay

1195 Words Dec 30th, 2012 5 Pages
America’s Smoke Screen- My Portion (Alice McDowell-Bryant)

This paper will examine the history of the tobacco industry and its advertising campaigns from the 1920s to the present. Some of the issues discussed in this paper will include: What forms of mass communication has tobacco companies used to persuade the public, how changes in technology have influenced the way tobacco companies communicate with target audiences, and how the United States government restrictions affect the current efforts of tobacco companies advertising strategies. Other topics that this paper will expound upon are, the ethics of the tobacco industry’s advertising approaches, how tobacco companies responded to health warnings from the government, and what
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In the Communication as Interaction model, the sender sends the message, and the receiver gets the message, and sends feedback. For example, in covert advertising in the film industry the actors and actresses send the message that smoking is glamorous and the receiver views the message, and sends feedback to the sender, by becoming tobacco users. The aforementioned persuasive tactics of tobacco companies advertising strategies would be considered unethical to some and not to others. Considering that all individuals base his or her ethics upon personal morals, beliefs, and standards, it would be difficult for one to place definite judgment. However, in the public eye, covert advertising in films, and the attempt to glamorize tobacco use through such means would be deemed unethical.

Informative Communication Approach:

Most of the tobacco industry’s informative communication approaches are found in the print media. However, one tobacco company made an attempt to use television as the communication medium for its informative advertising. On November 23, 1998 the Tobacco Master Settlement Agreement was put into place by the United States Government. Because of this settlement agreement tobacco companies were forced to restrict cigarette advertising and marketing. The lawsuit also required that tobacco companies run antismoking ads to help reduce teenage tobacco use.

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