Smoking – Image, the Media, Marketing and Advertising Yr 9 Lesson 2

Lesson Objectives: To understand some of the strategies used in marketing campaigns and advertising. To be aware of how image and stereotyping can be used in the media. To have an awareness of the function and purpose of marketing and advertising.

Intended Learning Outcomes: Pupils will have: Discussed reasons behind ‘successful’ advertising campaigns. Designed an ‘Anti-Smoking’ advert using techniques considered during the lesson.

Success Criteria: Recognise at least 3 adverts which have used stereotypical images to enhance the appeal of their product. Name some of the techniques used in advertising. Understand how people can be influenced by marketing and the media.

What makes you think this? Does advertising work? What makes you think this? What evidence do you have to support your thinking?

What elements are required for a successful advertising Campaign? Below are some general strategies frequently applied to marketing and advertising, these basic tactics can be found using any search engine. There must be a list of benefits – you will become smarter, faster, fitter, richer … There must be a feeling of urgency – order today because it will make you reach your goals. The customer must be told what to do – order now – must respond today …

Activity

Tobacco Advertising Tobacco advertising began as far back as 1789 with the publication of a poster depicting a native American smoking a clay pipe. http://news.bbc.co.uk/1/hi/uk/2350035.stm It was not until the 1950s that the first health warnings began, as the link between smoking and lung cancer had been discovered. http://www.gasp.org.gg/history-of-smoking.htm

Cigarette advertising on UK television was banned on 1st August 1965, but tobacco companies have found other ways of promoting their products; commercials for loose tobacco and cigars continued until 1991 http://www.ash.org.uk/files/documents/ASH_124.pdf In 1982 The British Medical Association asked the Government to ban all forms of tobacco advertising.

Following the King’s Cross underground fire in 1987 smoking and tobacco advertising was banned on the London Underground. http://www.gasp.org.gg/history-of-smoking.htm There has been much research to show a clear link between tobacco advertising and smoking.

It has been found that tobacco advertising has more of an effect upon children and young people than it does on adults. The Tobacco Advertising and Promotion Act came into effect on 14 February 2003 banning most forms of advertising. http://www.ash.org.uk/files/documents/ASH_525.pdf http://www.opsi.gov.uk/si/si2010/draft/ukdsi_9780111491973_en_1

Tobacco advertising was a major feature in many sporting events, tobacco sponsorship was banned in UK sporting events in 2003. Health awareness, public opinion and the introduction of laws such as the Tobacco Advertising and Promotion Act 2002 have helped to reduce the percentage of young people regularly smoking from 10% in 2001 to 6% in 2009. In the same time frame the number of young people who do not smoke has increased from 56% to 71%. Smoking, Drinking and Drug Use in England 2009 http://www.ic.nhs.uk/webfiles/publications/Health%20and%20Lifestyles/sdd2009/SDD_2009_Report.pdf

Which cigarette brands are you aware of? How do you know about them? What marketing techniques are being used?

Activity - Use your knowledge to design an Anti-Smoking advert. What do you know about: the long and short term health effects? the environmental effects? the cost of smoking? advertising and marketing strategies?

By the end of this lesson, I will :-    Lesson 2 Recognise at least 3 adverts which have used stereotypical images to enhance the appeal of their product. Name some of the techniques used in advertising. Understand how people can be influenced by marketing and the media.