In advertising, tobacco companies admit that they make cigarettes more addictive.
If you read the newspaper on Sunday, you are likely to encounter a full-page AD warning about the dangers of smoking.
Serious messages with black text on blank pages tell readers that cigarettes kill 1,200 americans a day. The same news started on prime-time TV on Monday night.
Advertising has a history of more than ten years. It was the result of a 2006 judicial decision by the federal government that convicted cigarette makers of deliberately misleading the public about the dangers of smoking. Tobacco companies and anti-smoking advocates fight for every word.
Professor of psychology at the university of Michigan consumer Nora in feng said: “if the purpose of these advertisements is to make these ads produce inhibition to start smoking, or just continue to smoke, so I think it won’t work.”
These ads are strange.
The black text that is printed and used online in the newspaper. Because of this simple design, Rifon says, they are called “tombstone” ads.
“The federal court has ordered altria, RJ Reynolds tobacco, lorillard and Philip morris USA to make this statement on the health effects of smoking.”
Then the bad news began to flow.
“Smoking causes heart disease, emphysema, acute myelogenous leukemia and oral cancer, esophageal cancer, laryngeal cancer, lung cancer, stomach cancer, kidney cancer, bladder cancer and pancreatic cancer.”
This is just one of five ads. Others warn of the dangers of secondhand smoke and tell viewers and readers that low-tar and light cigarettes are just as dangerous as conventional cigarettes.
In addition to the health warnings, there is an admission.
“Cigarette companies intentionally design cigarettes with enough nicotine to create and sustain addiction.”
In 2006, when U.S. district judge Gladys Kessler found out that they conspired to cover up smoking risk, cigarette companies were ordered to re-advertise.
In her decision, she said, “the cigarette industry sales cause deaths each year with a striking the highly addictive disease sex products and profit, this is the amount of human suffering and economic losses were incalculable, and cause heavy burden to our national health care system. ”
According to Matthew Myers, President of the tobacco free children’s movement, the companies have repeatedly called for the wording of the AD until the language was finalized earlier this year.
Final wording “is, in fact, with the ministry of justice and sports and other public health organizations results in hundreds of hours of negotiations, think these statements are sharp, accurate, and detailed enough, to be able to influence when they heard,” myers said.
His group is one of the plaintiffs, the same as the justice department’s 1999 lawsuit against tobacco companies.
What companies and courts call “corrective statements” may seem like old news to many people, but Myers says they have some information that might surprise the public.
“Very few people know that the courts have decided that the tobacco industry is deliberately manipulating cigarettes to make them more addictive,” he said.
‘this could be the biggest message,’ says Kenneth Warner, a retired professor of public health at the university of Michigan.
“It can be surprising to smokers and can make them very angry,” he said.
He said the information could also be used as a form of oral confession by tobacco companies.
“They know what they’ve been doing for decades,” Mr. Warner said. “They know they’ve been killing their customers, and they know they’ve been trying to attract customers and get them hooked.”
But he says the clear message, the silent voice, the white screen and simple scrolling letters seem to have been ignored.
“As an advertising design, it’s a very weak design,” he said. “it’s a design, not a message, because there’s no image associated with it.”
He said it would be more effective for a live spokesman, perhaps even a tobacco company executive, to read the text.
The tobacco company declined to provide an interview for the story. But in a written statement, with Philip Morris Altria and RJ Reynolds and the 2015 acquisition of Lorillard Reynolds American and merge the two companies, said the industry has changed, now better regulation and more responsible.
“We are focused on the future,” Murray Garnick, altria’s executive vice President, said in a statement. The company is “trying to develop low-risk tobacco products,” he said.
The company says the number of teenagers who smoke has dropped to an all-time low. This matches data from the centers for disease control and prevention. But that figure does not include a sharp increase in teens using other nicotine delivery systems, such as atomization.
Rifon says these companies’ decade-long battle over these new ads makes them almost meaningless.
“The tobacco industry gets what they want through negotiations and delays because they know the longer they wait, the less likely they are to do it.”