Background Tobacco-related illnesses are a major public health epidemic in the United States and cause more than 400,000 deaths each year. However, tobacco use among children and adolescents in the United States has increased over the past few decades. This is due, in part, to advertising campaigns aimed at attracting youth. In order to replace the 5,000 people who die from tobacco use or quit each day, tobacco companies must recruit new users. Though it is illegal to market tobacco products directly to youth, tobacco companies use a variety of techniques to appeal to children and adolescents.
Studies indicate that teenagers are three times more likely than adults to respond to cigarette ads.
In 1971, a ban on cigarette advertising on both radio and television began, but tobacco companies found other techniques. One technique used by tobacco companies to appeal to youth is cartoon characters such as Joe Camel. Tobacco companies also develop print ads that speak to a child's or teenager's insecurities and desires, such as being cool, rugged, beautiful, thin, popular, etc. Preparation Ask students to bring in magazines from home that do not need to be returned. Ideally, you will have one magazine per student.