Research Mentor(s)

Sheila Webb

Affiliated Department

Journalism

Sort Order

19

Start Date

19-5-2016 12:00 PM

End Date

19-5-2016 3:00 PM

Keywords

Anti-tobacco advertisements, truth®, semiotics, media, journalism

Document Type

Event

Abstract

Every advertisement, no matter its nature, has a specific set of signs that it communicates. The meaning derived from the advertisements varies from person to person across different cultural and societal norms. This textual analysis of anti-tobacco television advertisements addresses the tobacco industry and the development of advertisements that aimed to bring it down. Utilizing the truth® campaign as an example, this study provides insight into the imagery and methods that are used in television advertisements in order to convince smokers to quit or non-smokers to never smoke. The different ways in which these strategies relate with audiences is a point of interest for many media scholars. Previous scholars have examined the stylistic features and psychological effects of the anti-tobacco campaign ads. This examination delves into the issues that go along with utilizing emotional means such as fear, disgust, education, fun humor, and vulgar humor to persuade audiences. This study also takes into account the use of various methods such as Utilizing a semiotic approach, this study examined the frequency of each method used in the truth® campaign’s anti-tobacco television advertisements. This study found that the most used method in truth® campaign advertisements were education, dramatic demonstration, and activism. This study analyzed one truth® campaign advertisement from each year since its origin in 2000 to the present, 2016. This examination explored a 16-year time period and found that at the heart of every truth® campaign advertisement was the underlying theme of education.

Comments

Outstanding Poster Award Recipient

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May 19th, 12:00 PM May 19th, 3:00 PM

An Examination of Methods Used in truth Campaign Advertisements

Journalism

Every advertisement, no matter its nature, has a specific set of signs that it communicates. The meaning derived from the advertisements varies from person to person across different cultural and societal norms. This textual analysis of anti-tobacco television advertisements addresses the tobacco industry and the development of advertisements that aimed to bring it down. Utilizing the truth® campaign as an example, this study provides insight into the imagery and methods that are used in television advertisements in order to convince smokers to quit or non-smokers to never smoke. The different ways in which these strategies relate with audiences is a point of interest for many media scholars. Previous scholars have examined the stylistic features and psychological effects of the anti-tobacco campaign ads. This examination delves into the issues that go along with utilizing emotional means such as fear, disgust, education, fun humor, and vulgar humor to persuade audiences. This study also takes into account the use of various methods such as Utilizing a semiotic approach, this study examined the frequency of each method used in the truth® campaign’s anti-tobacco television advertisements. This study found that the most used method in truth® campaign advertisements were education, dramatic demonstration, and activism. This study analyzed one truth® campaign advertisement from each year since its origin in 2000 to the present, 2016. This examination explored a 16-year time period and found that at the heart of every truth® campaign advertisement was the underlying theme of education.

 

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