NO BUTTS ABOUT IT The Effects of Pathos, Ethos and Logos in Public Service Announcements Concerning Youth and Tobacco
Submitted to Caryn Lesuma for English 316 Brigham Young University Provo, Utah April 15, 2013 by Lindsey Campbell Roxanne Harmon Abby McKeon
TABLE OF CONTENTS
LETTER OF TRANSMITTAL 122 Harold R. Clark Building Provo, UT 84602 April 9, 2013 Stephanie Miller Penna Powers Brian Haynes 1706 S. Major St Salt Lake City, Utah 84115 Dear Ms. Miller, We have compiled this technical report that we might submit it to your advertising firm as a useful resource in your upcoming consulting projects. We hope you will utilize this resource as you work on creating public service announcements with local anti-tobacco companies. We have dedicated hours of research and writing in order to polish a formal report about the effectiveness of the rhetorical strategies pathos, ethos, and logos in public service announcements (PSAs) concerning adolescent smoking. We have chosen you as our intended recipient because we believe that you will use our information to benefit the youth of America targeted by the everincreasing tobacco industry. The purpose of this report is to assess the use of pathos, ethos, and logos in PSAs to see their effectiveness. In this report, we have provided basic information and tactics regarding each of these rhetorical strategies and analyzed the integration of such strategies. This report, therefore, gives you a concise report that is easy to reference when you consider creating a PSA intended for adolescent tobacco cessation. Thank you for taking the time to go over our technical report. We believe that our explication of each of these rhetorical strategies and the ways they are implemented into PSAs will be a helpful tool for your company when considering how to most effectively appeal to adolescents and what methods can be used to deter them from underage smoking. Please feel free to contact Abby McKeon (e:mckeon.abby@gmail.com. p: (801) 368-3166) with any questions or to request further information. Sincerely,
Lindsey Campbell Roxanne Harmon Abby McKeon
iv.......... LIST OF FIGURES iv.......... LIST OF TABLES v.......... ABSTRACT 1.......... INTRODUCTION 1........................ KEY FINDINGS 2........................ APPROACH
4.......... PATHOS 4........................ DEFINITION 4........................ HEALTH BELIEF MODEL 4..................................... Percieved Severity 5..................................... Self Efficacy 5..................................... Cues to Action 5........................ INDUSTRY VS NON-INDUSTRY 5..................................... Non-Industry: (CDC). 6..................................... Industry: Phillip Morris 8........................ SUMMARY
9.......... ETHOS
9........................ DEFINITION 9........................ HEALTH BELIEF MODEL 9..................................... Perceived Barriers 9..................................... Cue to Action 10........................ INDUSTRY VS NON-INDUSTRY 10..................................... Non-Industry: Truth® Campaign. 10..................................... Industry: Phillip Morris & R.J. Reynolds. 11..................................... Industry: “Tobacco is Whack” by Lorillard. 12..................................... Non-Industry: “I came, I saw”. 13........................ SUMMARY
14.......... LOGOS
14........................ DEFINITION 14........................ HEALTH BELIEF MODEL 15..................................... Susceptibility 15..................................... Perceived Effectiveness 15........................ INDUSTRY VS NON-INDUSTRY 15..................................... Non-Industry: “Think, Don’t Smoke” by Phillip Morris. 16..................................... Industry: Truth® Campaign. 17........................ SUMMARY 18.......... CONCLUSION 18........................ CONCLUSION 18........................ RECOMMENDATION 19........................ OUTSIDE APPLICATION 20.......... REFERENCES 23.......... APPENDIX 24.......... DOCUMENTATION SYSTEM
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LIST OF FIGURES
6 7 7 8 8 16 17
.......... Figure 1: Terrie Hall Commercial Frame .......... Figure 2: Truth® PSA Using Ethos .......... Figure 3: Doctor Recommended Tobacco Ad .......... Figure 4: Lorillard PSA “Don’t Wipe Out” .......... Figure 5: Lorillard PSA “Tobacco is Whacko” .......... Figure 6: Lorillard PSA Using Subliminal Messages .......... Figure 7: Truth® PSA Using Logos
ABSTRACT
The ages of 13-18 are significant regarding tobacco use because 90% of adult smokers start
during this age range (Schmidt, 2013). These early years are littered with peer pressure and experimentation that lead to an even more severe nicotine addiction than those who start later in life (American Lung Association, 2010). In 1998 the Master Settlement Agreement attempted to illegalize the tobacco industry’s advertisements directed at adolescents. The American Lung Association states, “[the Master Settlement Agreement (MSA)] has not accomplished its intended goal of curtailing tobacco exposure in
LIST OF TABLES
children. Since the MSA, the average youth in the U.S. has been exposed to 559 tobacco ads” (American Lung Association, 2010). This statement showcases the weakness of the MSA as a solution and suggests the need for a new recommendation in the fight against ineffective advertising concerning
2 .......... Table 1: Rhetoric Tools Within the Health Belief Model
adolescent tobacco use.
The answer to contradicting the tobacco industry’s efforts is successful PSAs. There is evidence
that winning PSA promotions, such as the truth® campaign have made a difference in numerous youth’s decisions concerning tobacco use. Between the years of 1997 and 2003 youth tobacco use decreased 37% (American Lung Association, 2010). Coincidentally, 1997 was the year that the truth® campaign began. One study confirmed this parallel saying, “[d]escriptive statistics show that smoking rates declined faster after the launch of the campaign. More significant, this result … indicated a … relationship between “truth” campaign exposure and current youth smoking prevalence.” (Farrelly, Davis, Haviland, Messery and Healton, 2005). In other words, PSAs aimed at youth have the potential to make a significant impact if structured after effective anti-tobacco campaigns, like the truth® campaign. In this report, we analyze ethos, pathos and logos in various anti-tobacco campaigns and conclude that a mixture of the three rhetorical tools will provide the means to a successful PSA. iv
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INTRODUCTION
APPROACH
“No Butts About It”
The Effects of Pathos, Ethos and Logos in Public Service Announcements Concerning Youth and Tobacco
Key Findings
According to the Centers for Disease Control and Prevention, over 50% of the people who smoked
cigarettes for the first time in 2004 were under 18 years old (“Why Are Tobacco Control and Prevention Important?,” 2011). Not only does smoking cigarettes during adolescence result in teenagers who are addicted to smoking tobacco, but is also tied to other health hazardous behaviors such as “high-risk sexual behavior, use of alcohol, [and] use of other drugs” (“Youth and Tobacco Use,” 2012). With this additional information, it becomes increasingly important to find a solution for this problem of adolescent smoking. The production of highly effective public services announcements (PSAs) could contribute to decreasing negative health, social, and moral issues in teenagers. The power to stop 3,900 children under 18 that try their first cigarette every day lies within those willing to make a change (“American Lung Association,”
rhetorical strategies used in writing. The following report provides detailed information on pathos, ethos, and logos and how an effective blend of these rhetorical strategies is often most successful in persuasive writing, speech, graphic advertisements, etc. According to Aristotle pathos, ethos, and logos provide the foundation for strong rhetoric (i.e. persuasion). We will look at how those strategies are used to create efficacious PSAs, specifically those ads about adolescent tobacco use. Different strategies--inspired by the rhetorical pathos, ethos, and logos--are used in public service announcements by both the tobacco industry and companies funded by other means to try and deter adolescents from initial cigarette use.
This technical report will also examine the psychology of the Health Belief Model, which “has the
longest history of all [health behavior model] theories reviewed” (Redding et al., 2000) and how it should be incorporated into PSAs to make them more effective. According to Redding et al. (2000), the Health Belief Model relies on a person’s “perception that: they are personally vulnerable to the condition; the consequences of the condition would be serious; the precautionary behavior effectively prevents the conditions; and the benefits of reducing the threat of the condition exceed the cost of taking action” (p. 181). Table 1
2010).
For this technical report, we used the Purdue OWL (Online Writing Lab) to understand better the
In order to combat this widespread underage smoking, PSAs, funded by both tobacco companies
shows that many aspects of the HBM apply to one or more rhetoric tools that are used in PSAs.
and other non-industry means, spend millions of dollars every year to create posters, commercials, radio advertisements, etc., discouraging underage smoking. Some argue that PSAs and bans on smoking
Table 1: Rhetoric Tools Within the Health Belief Model
(Elements of the Health Belief Model associated with the appropriate rhetorical tools used in PSAs. In-depth evaluations are discussed throughout report.)
should not even exist. Others find that PSAs cost too much money and do not have enough of an impact to justify the production. Understanding effective methods for creating PSAs is the key to impressive results. Using rhetorical strategies and a diagnosis of various health behavior models, we argue that PSAs can be made more effective and the study of these rhetorical strategies and the psychology of multiple health behavior models will lead to a better understanding of what will appeal to a particular audience that can then be translated and applied to a variety of other fields.
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Many PSAs already use parts of this theory to create semi-effective attempts at youth smoking pre-
PATHOS
vention. However, some assume that it is necessary to frighten teens to face their immortality and eventual demise. Others believe that by telling teens not to smoke, they have created an effective PSA. However, various anti-tobacco campaigns, including the truth campaign, have found that teens often have a rebellious nature and telling them not to smoke only inspires adolescents to try smoking in spite of the warning.
This rebellion could be stopped, however, if PSAs would utilize the tools of rhetoric found in writing,
speech, and other forms of media. It is important that each rhetorical strategy is taken into account as well as the purpose, audience, scope, and format for the PSAs. These tools have produced very persuasive pieces of writing for centuries, and if incorporated into PSAs to prevent youth smoking, could have very
DEFINITION
Originally, the term pathos described any part of a speech intended to influence the opinionS of
the audience. Today, pathos is used as a rhetorical strategy in a variety of settings (e.g. persuasive writing, formal speeches, television programs) and refers to any sort of “emotional appeal” (OWL, 2013). Due to the tragic and severe consequences of smoking, PSAs often draw on viewers’ or listeners’ sense of pity, sympathy, and fear.
lasting effects on teens.
Health Belief Model
In terms of the health belief model, there are three constructs that most appropriately apply to the
use of pathos in PSAs: perceived severity, self-efficacy, and cues to action.
Perceived Severity.
Perceived severity attributes an individual’s desire to change as a consequence of the individual’s
understanding of developing condition’s severity. In the article by Redding et al., they argue that “an individual is more likely to take action to prevent cancer if s/he believes that possible negative physical, psychological, and/or social effects resulting from developing the disease pose serious consequences” (2000). Therefore, possible examples of how this is tied to pathos is when PSAs contain material that affects the individual’s emotions through bringing his or her attention to the seriousness of the situation. A popular tactic is to inspire a sense of fear within individuals as they visualize the negative consequences of smoking.
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Self Efficacy.
This construct refers to an individual’s desire to change as the result of the individual’s “confidence
later with throat cancer in 2001. As a result, her larynx was removed and today, an electrolarynx is what
in [his or her] ability to take action” (Redding et al., 2000). Confidence is a strong emotion that many indi-
makes speech possible for Terrie and her cancer is still a health concern (CDC, 2012). Not only does it tell
viduals lack. Therefore, when a PSA can effectively influence a person’s confidence and inspire him or her
the story in words, but viewers are given the chance to watch a video so that they may hear her voice and
to stop smoking or never even begin in the first place, it is evidence of the successful implementation of
gain an audible and visual witness of the negative consequences of smoking.
pathos.
Cues to Action.
of pathos in a PSA because it elicits a
An effective PSA that “increase[s] one’s motivation” can be tied to pathos because people are often
sense of fear and sympathy for the can-
inspired by their emotions and passions (Redding et al., 2000). Therefore, the cues to action construct
cer victim. Figure 2 shows Terrie, weak-
from the Health Belief Model relies on pathos to motivate people by appealing to their sensibilities and
ened from years of smoking. Her gaunt
emotions.
face and balding head elicit a combina-
The story of Terrie Hall takes a tragic turn when Terrie was diagnosed first with oral cancer and then
Terrie’s story is an effective use
tion of emotions from the viewer (e.g.
Figure 1: Terrie Hall Commercial Frame
Industry vs Non-Industry
sympathy, disgust, fear, pity). By giving
Non-Industry: Centers for Disease Control and Prevention Campaign (CDC).
her a name and a sad story, the cre-
When an adolescent hears statistics about smoking, they may be initially interested in the facts and
ators of the PSA are targeting individual’s compassionate feelings in an attempt to discourage smoking.
figures of the issue, but another strategy is to appeal to the audience’s pathos. An example of the appeal
The ads that include Terrie’s statistics about how young she started may also invoke a sense of fear in
to teenage pathos in today’s society can be found in the various ads that are part of the Center for Disease
teen viewers and listeners. Utilizing the Health Behavior Model construct of perceived severity, the CDC
Control and Prevention’s (CDC) Tips from Former Smokers campaign. One of the most widely used ads
uses these ads to speed up the process for young smokers and inspire a sense of fear and reality when
is a short commercial found on both the television and radio starring Terrie Hall, a victim of throat and oral
considering their futures. The use of pathos in this advertisement
cancer due to her lifelong smoking addiction.
Industry: Philip Morris, USA ad.
An example of an ad that does not use pathos in the same successful manner is one produced in
Terrie’s story exhibits an effective use of pathos because it begins with a narrative about Terrie as
“a pretty cheerleader who competed on the cheer circuit” (CDC, 2012). However, as a consequence of
(Terrie Hall is a spokewoman against tobacco use and has appeared in many PSAs.)
2003 by Philip Morris, one of the most prominent tobacco companies in the United States of America.
having a father and friends who smoked, Terrie soon became addicted and eventually smoked up to two packs a day (CDC, 2012). 5
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The thirty second commercial features pop singer Jesse McCartney offering a cigarette to a young
girl. The invitation is part of a flashback that the girl has while talking to her dad on the way home from a
The law requires them to produce advertisements that contribute to adolescent smoking cessation;
it does not require them to use pathos in the most effective manner possible.
party. The ad depicts the girl as a young, healthy, fun teenager who had a good time at a party and kept a promise to her dad by not accepting the cigarette. A sense of light-heartedness and fun comes quick
SUMMARY
images from the party, as well as the girl’s joking nature when she responds to her dad’s concerned ques-
tions about drinking and smoking. She provides short, terse answers to her father’s initial questions, but
ognize the techniques used by companies that are in the tobacco industry and those companies that
when he asks, “No smoking or drinking, like we said, right?” she becomes good-natured and upbeat as
use other funding because they use pathos in very different ways. By using pathos effectively and clearly,
she playfully elbows her dad and responds, “Daaad,” while chuckling.
companies really interested in combating adolescent smoking have a compelling tool at their disposal.
The use of pathos is a powerful tool of persuasion. However, it is important for individuals to rec-
Although this ad depicts youth refusing to participate in underage smoking, the ad is more directed
at parents and puts the responsibility on them to prevent their children from underage smoking. This is an ineffective use of pathos because it does not communicate the seriousness of underage smoking. The message to teen viewers is more along the lines of how parents will try to find out details about your personal life when you are just trying to have a good time as a young adult. The ad’s choice to use Jesse McCartney, who already had a reputation as a cute, loveable pop star by 2003, shows that the ad is confusing their viewers by presenting an attractive young male offering the cigarette. A convoluted message is sent to young teens that watch this ad because, for young girls, there is a very high chance they will find Jesse McCartney attractive and interpret his actions as him being an advocate for smoking.
Therefore, although the use of pathos is evident within
the ad, when it is examined through the lens of the Health Belief Model, it becomes clear that there is not a perceived severity and the cue to action is directed at the adults instead
“ The ad’s choice to use Jesse McCartney, who already had a reputation as a cute, loveable pop star by 2003, shows that the ad is confusing their viewers by presenting an attractive young male offering the cigarette. ”
of children. When taking into consideration the fact that this ad was produced by one of America’s largest tobacco companies, it is understandable why they have created this type of ad. 7
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ETHOS
Industry vs Non-Industry
Non-Industry: The ‘truth’ Campaign.
Not only do tobacco companies and anti-tobacco companies try to build ethos, but each attempt
DEFINITION
to tear down the other’s ethos. Such methods are referred to as
Ethos is also a construct of Aristotelian rhetorical theory. This method of persuasion focuses on
countermarketing. Countermarketing is particularly effective with
credibility via the character of the author. A common form of public health ethos refers to the use of doc-
those that are most likely to smoke (Murphy & Sussman, 2012).
tors. Doctors are credible and can deem a message trustworthy. Ethos can also be presented through
The ‘truth’ campaign is a prime example of countermarketing.
appearance. Attractiveness or appropriate attire will affect ethos (Moore & Reinardy, 2012). Both the to-
‘Truth’ focuses on tobacco industry marketing practices, the in-
bacco companies and anti-tobacco groups use ethos to build their credibility and destroy the credibility of
gredients of cigarettes (see figure 3), and facts about disease (Far-
their opponents.
relly, Niederdeppe & Yarsevich). ‘Truth’ website makes the state-
Figure 2: Truth® PSA Using Ethos
Health Belief Model
Two constructs of the health belief model synergize well with ethos: perceived barriers, and cue to
action.
(This ad demonstrates a countermarketing strategy where cigarette ingredients
ment “Our philosophy isn’t anti-smoker or pro-smoker. It’s not even about smoking. It’s about the tobacco industry manipulating their products, research and advertising to secure replacements for the
1,200 customers they “lose” every day in America. You know, because they die.” (Truth, 2007). This bold
Perceived Barriers.
Perceived barriers relate to an individual’s thoughts on the obstacles related to an action and the
statement is an ideal example of ethos being attacked through countermarketing.
consequences of inaction. If a non-conformist teen smoker feels that quitting would eliminate their need to rebel against the mainstream, an effective ad might point out how “consumerist” smoking really is.
Cue to Action.
The other construct, cue to action, relates to external influences that help one take action. In rela-
Industry: Morris & R.J. Reynolds
During the mid-twentieth century
growing concerns over tobacco use and health were spreading among American
tion to ethos, cues could be doctors giving advice, or peers asking you to join them.
smokers. To counter this, tobacco companies focused more on doctors to build ethos (see figure 3). R.J. Reynolds, maker of Camel Cigarettes, began using the slogan “More doctors smoke Camels than
9
Figure 3: Doctor Recommended Tobacco Ad
(This Vintage ad (now illegal) demonstrates tobacco marketing using ethos via
10
any other cigarette.”(Gardner & Brandt, 2006).
are a teen.
This was not the first incident of tobacco companies using doctors to support their product. Both
It is vital that anti-tobacco campaigns build ethos. In a study conducted by Moore and Reinardy
Philip Morris and R.J. Reynolds used supposed doctor findings
several teen-focused PSAs were evaluated for their level of Ethos. The study revealed that when mar-
to support their cigarettes. Evidence of cigarettes causing poor
keting to teens, it was important that teens were the trusted sources. The teens in effective PSAs were
health caused tobacco companies to cease with their doctor
credible and believable. Their appearance often reflected the type of message. In humorous ads, teens
recommendations (Gardner & Brandt, 2006).
appeared more impeccable while activist characters were diverse and casually dressed. The ads reflected
a complete understanding of ethos that it is both appearance and character based. The study also noted
The master settler’s agreement requires the tobacco in-
dustry to fund anti-tobacco campaigns. The campaigns make
that adults were presented as untrustworthy (Moore & Reinardy, 2012).
anti-tobacco statements such as “think don’t smoke” (figure 5)
but are not founded in behavioral theory and are shown to make
smokers belong to a deviant culture (Murphy & Sussman, 2012). Building ethos for non-conforming teens
no impact toward reducing youth smoking rates (Hamm, 1999). These campaigns using appearance to promote their agendas
Figure 4: Lorillard PSA, “Don’t Wipe Out”
(example of an ineffective anti smoking PSA. Duplicated as Figure 6.)
The portrayal of adults as untrustworthy is not unusual, given the fact that the majority of teen
means that unconventional approaches must be taken. The truth® campaign effectively build ethos by making tobacco campaigns seem like they are telling the non-mainstream youth what to do. This gives
are an attempt to give tobacco companies more ethos. Simul-
the truth campaign credibility because they are not the ones telling teenagers what they can or cannot do
taneously, the ads can also encourage kids to smoke through
(murphy & Sussman, 2012).
their authoritative framing. Youth are more likely to rebel against
Figure 5: Lorillard PSA, “Tobacco is Whacko”
Ethos can arrive in the form of branding. Teenagers often express themselves via brands. One
authoritative ads (e.g. “think. Don’t Smoke)
study revealed that tobacco brands like Joe Camel were 95% recognized by 8th graders (Allen, Vallone,
Industry: “Tobacco is Whacko” by Lorillard.
Vergyas, & Healton). Youth often learn to express themselves via brands. The Truth® campaign studied
A significant example of an ineffective PSA is from the “Tobacco
such brands like Mountain Dew and Nike. Then tried to incorporate their techniques into branding them-
is Whacko Campaign…if you’re a teen”(see figure 6). This campaign
selves (Allen, et al.)
was created by Lorillard (maker of Newport cigarettes) and does
Non Industry: “I came, I saw”.
not use ethos. The ad is ineffective because the commanding voice
The advertisement referred to as “I came I saw” was run by the Target Market campaign. It effec-
comes from no source. The lack of credibility fuels a potential desire
tively utilizes ethos. The ad features a young black man dressed in casual clothing outside of a convenient
to rebel among the audience of youth. Additionally, the ad feeds the
store. He reads the back of a Marlborough Pack that says “I came, I saw, I conquered”. He then explains
rebellious teen by informing them that smoking is “whacko” if you
that to him the words mean, “I lied, I killed, I made billions”. This young man is credible because it
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because it features a teen with authority to question (Moore & Reinardy, 2012). Additionally, he is dressed
LOGOS
and behaves like a peer would. The ad also attempts to tear down the ethos of the tobacco company by highlighting how greed caused them to behave disreputably. The ad calls you to action by making you disrespect tobacco companies. It also removes perceived barriers related to peer smoking. If this “typical”
DEFINITION
young man does not smoke, then perhaps other “typical” teens do not smoke.
The third and final rhetorical argument that must be addressed in order to recommend a successful
PSA strategy is logos. An article addressing rhetorical arguments in health promotion campaigns define
Summary
logos as, “Logos or logical proof presented in the form of an appeal to reason, involves the presentation of
Ethos is an important tool in PSA publishing. Credibility defines adolescent perception. Ineffective
the evidence. Aristotle argued that the element of reason was the most important aspect of any persua-
PSAs are commanding with no credibility. Teens respond better to ads that come from trusted sources
sion as it was the “truth” that the appeals to character and emotion relied on.” (Moore, Reinardy, 2012).
(e.g., peers). Using ethos combined with behavioral theoretical constructs such as perceived barriers and
In other words, quantitative facts must be provided in order for an anti-tobacco campaign to be success-
cues to action will ultimately create superior PSAs.
ful. Charts, graphs, health trends and statistics contribute to the youth’s logical understanding. They also personalize the decision by offering the information in a non-specific emotional way that applies to many, if not all, persons. “Letting the audience know about the dramatic consequences of anti-social behaviors at the beginning of the message (i.e., 1,200 people die from smoking each day and images of death), showing them that others have had the same experiences and been able to overcome them (i.e., testimonials and images of survivors) and providing a means for self-direction or motivation at the end (i.e., stop smoking now, call 1-800…etc.), are all forms of evidence presented in the social marketing three-tier format.” (Moore, Reinardy, 2012). Without the element of logos, anti-tobacco messages are incomplete because they lack strong facts and don’t appeal to the hard-hitting logical side of developing youth’s brains.
Health Belief Model
The rhetoric of logos is also a significant part of the Health Belief Model (HBM). Three elements
within the HBM are susceptibility, perceived severity and perceived effectiveness. These important factors are extremely connected to logos. 13
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Susceptibility.
.Educators even suggested that Phillip Morris used sub-
Susceptibility is one’s understanding of how serious an effect is. When youth are given the facts and
liminal messages within their PSAs that actually promoted tobac-
the option to make their own decisions based on the information they are more likely take action. In terms
co. Figure 6 shows these subliminal messages through potential
of tobacco use, susceptibility offers youth options to be independent in their choices through successful
comparisons to a lit cigarette on a cloud of smoke. (Redding et
PSAs. The rhetoric of logos builds this costruct to enable youth’s healthy decision-making.
al., 2000)
Perceived Effectiveness.
Perceived effectiveness is one’s understanding of how an action or lack thereof will combat the
wary of any help from tobacco companies, say [Phillip Morris’]
severity (Redding, Rossi, Rossi, Velicer & Prochaska, 2000). According to the HBM, “the likelihood that
ads avoid mention of the harsh realities of smoking like lung can-
someone will take action to prevent illness depends upon the individual’s perception that they are person-
cer.” (Redding et al., 2000). Although Phillip Morris tried using a
ally vulnerable to the condition; the consequences of the condition would be serious; the precautionary
tagline associated with logos, they failed to back up their mes-
behavior effectively prevents the condition; and the benefits of reducing the threat of the condition exceed
sage with actual facts to persuade youth.
the costs of taking action.” (Redding et al., 2000). This quote explains that a decision to take action for
Non Industry: The ‘truth’ Campaign .
one’s health relies on the person’s understanding of the risk and how to avoid it. Without the argument of
In contrast to Phillip Morris’ unsuccessful anti-tobacco campaign, the ‘truth’ campaign uses logos
logos, anti-tobacco campaigns will be deficient in their ability to share the risk information in a way that
in a profitable way. Despite Phillip Morris’ attempt at creating their own anti-tobacco advertisements, they,
provokes a sense of responsibility in adolescents.
along with other major tobacco companies were forced to give over $11.3 billion to youth-targeted anti-
According to McQueen, “Some smoking opponents,
Figure 6: Lorillard PSA, Using Subliminal Messages
(snowboard looks like lit cigarette, cloads look like smoke and mountains look like mounds of tobacco.)
tobacco attempts in a settlement with 46 states (Redding et al., 2000). The result of this agreement was
Industry vs. Non Industry
the popular ‘truth’ campaign created by the ad agency, Crispin Porter. The Florida state-run platform relied
on evidence that appealed to youth’s logical understanding.
Two prevalent youth-targeted anti-tobacco campaigns can be discussed concerning their efforts at
using logic to reach their audience.
Industry: “Think, Don’t Smoke” by Phillip Morris.
the foundation for their messages. “The truth campaign works because it uses the exact same techniques
The first campaign was by Phillip Morris (creators of the Marlboro Man cigarettes). They created
the tobacco industry uses to attract kids,” said Matthew Myers, president of the Campaign for Tobacco-
a message called ‘Think. Don’t Smoke.’ in 1999 as a way of appealing to the sense of responsibility and
Free Kids. “(Truth) takes advantage of the best of what we know about how to market to young people.
choice within youth. However, their advertisements lacked real logical evidence to persuade youth against
It plays directly to youths’ rebellious nature and desire to take control of their own lives by providing them
smoking (Redding et al., 2000).
with the facts about how the tobacco industry has sought to manipulate them and deceive them.” (Smith, 15
In order to help youth understand the effects of tobacco they provide surprisingly real statistics as
16
Lee, Colwell, & Stevens-Manser, 2008). This quote explains that health responsibility is more important to
CONCLUSION AND RECOMMENDATION
youth when they have the logical information to make their own decisions.
In one of Crispin Porter’s memorable ‘truth’ advertisements a group of adolescents stack piles of body bags outside of a tobacco company’s building as the tobacco executives watch in disbelief. The youth then picket with signs that read, ‘Everyday 1200 people die from tobacco’ (Elliott, 1998). Figure 7 is an example of the campaign’s approach of using logic to prove their
Conclusion Effective campaigns and messages are derived from behavioral theories. Conversely, tobaccosponsored no smoking ads do not use theory; that is why they are ineffective. For the purposes of this report, Health Belief Model was utilized. However, any legitimate behavior theory or model could work (e.g., trans-theoretical model).
agenda.
Figure 5: Truth® PSA Using Logos
(Still frame from live ‘truth’ commercial using logical facts to reach youth.)
The element of rhetoric through logos appealed
to youth in a way that no other campaign had before. In the media evaluation of the campaign, Dr. Sly stated, “The percentage [of youth] reporting television ads
which made them think about whether or not they should smoke increased from 28% to 61%, and the percentage reporting talking with friends about ads rose from 10% to 34%.” (Sly, Heald, & Ray 2000)
Recommendation
It is recommended that an effective PSA use at least one rhetorical element (ethos, pathos, or
logos) combined with a construct from any legitimate behavioral theory. Before creating a PSA, first analyze the audience. Although this report focuses on teens in general, certain PSAs may be focused on more specific teen populations. Once an audience is chosen, then pick a rhe-
“ Tobacco-sponsored no smoking ads do not use theory; that is why they are ineffective. ”
torical element that best suits that audience. Do these teens react more to emotion (pathos), logic (logos), or trusted sources (ethos)? During this part of the planning
Summary There is significant evidence to support the fact that the use of logos in the ‘truth’ campaign was successful in influencing youth perception regarding tobacco use. The first step in influencing tobacco use perception is through an appealing message that brings awareness to the risk and opens the door for more
process a construct from a health behavior model should be chosen. If Health Belief Model was being used, then a construct could be perceived barriers. Then in the PSA combine the construct and rhetorical element. This ensures that the PSA will more likely make an impact on the intended audience.
information to be shared. The ‘truth’ campaign was able to do this through their use of logic.
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OUTSIDE APPLICATION
REFERENCES
These methods have application outside of tobacco control. They can easily be used to spread other public health messages (e.g., teen drinking). One could even use these methods in an effort to communicate better with youth in a setting such as school. We have reached an era of vast knowledge and research of human behavior. Promoting health without theory, logic, emotion, and credibility is moot. Using the knowledge summarized in this report, PSA’s have a bright future; A future where funding is properly
Allen, J. A., Vallone, D., Vargyas, E., & Healton, C. G., (n.d.). The truth campaign: Using countermarketing
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APPENDIX GLOSSARY
A B C D - Ethos: Model of persuasion using expertise and knowledge E F G - Health Belief Model (HBM): Health behavior and psychological change model H I J K - Logos: Model of persuasion using logic and facts L M - Master’s Settlement Agreement (MSA): Legal settlement between 46 states and 4 major tobacco companires N O P - Pathos: Model of persuasion using emotion or sympathy - Public Service Announcement (PSA): Messages shared through media outlets to inspire public change Q R S - Terrie Hall: Tobacco inflicted lunch cancer victim and anti-tobacco spokeswoman T
- Truth Campaign: Anti smoking advertising campaign created under the terms of the MSA
U V W X Y Z
“NO BUTTS ABOUT IT” Report On The Effects of Pathos, Ethos and Logos in Public Service Announcements Concerning Youth and Tobacco Submitted to Caryn Lesuma for English 316 Brigham Young University Provo, Utah April 15, 2013 by Lindsey Campbell Roxanne Harmon Abby McKeon
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