The aim of this article is to delve deeper into tobacco advertising and the fight to first ban advertising and then fight against the use of the product itself. even. Tobacco is a harmful and dangerous legal drug that is still widely used by many Americans. This article will provide an overview of the world of tobacco advertising and how it has evolved over the past fifty years due to changing perceptions of the product. Many areas are taken into account in the ban on tobacco and its advertising. First, this article will highlight some of the many ways tobacco companies advertise and market their various products. Next, he will explain the advertising restrictions tobacco companies face today. This article will also examine the role played by the Internet in circumventing the advertising ban imposed by big tobacco companies. Finally, this article will focus on how tobacco companies advertise to children and young adults in an attempt to create a natural addiction to tobacco products once they reach adulthood. Say no to plagiarism. Get a custom essay on “Why Violent Video Games Should Not Be Banned”?Get the original essayTobacco Advertisements: The Last Fifty YearsAdvertising has been used for as long as people have been selling things to each other. It has changed significantly throughout history from simple word of mouth to thirty-second advertisements filled with shiny, attractive products. The first advertisement in the United States of the type we will see today appeared in the New York daily newspaper in 1789. Print advertisements were becoming more and more common, and tobacco was happy to join the fray. In the early days of tobacco advertising, placed advertisements were viewed no differently from a coffee or sugar ad. This is due to the lack of real evidence available at the time on tobacco. There was very little support demonstrating the harmful effects of smoking, and so the product only gained popularity when print advertisements became the norm. The average American watches about three thousand advertisements per day. They are perceived from various forms of media, such as: billboards, radio, television, newspapers, magazines, banners and many others. It is sometimes difficult to see how these advertisements affect consumers' purchasing decisions, but the majority of products purchased daily are due to one advertisement or another sparking interest. These advertisements are presented to the general public in different ways. The company in question may use advertising strategies such as emotional appeal, testimonials, doctor recommendations, common people; and of course, the bandwagon. Each of these different marketing approaches offers a particular way to intrigue the potential buyer. However, these contrasting forms of advertising are only useful if used in the right context. The main point for a business to consider is which approach works on a certain portion of the general population. The name of the most commonly found type of advertising is known as targeted marketing. This is a practice used in the majority of consumer marketing strategies employed by a business. Targeted marketing groups specific parts of the population into smaller subgroups that share similarities. Advertisements are often tailored to a specific subgroup byusing themes and images that appeal to the target audience. It is through these advertisements that consumers purchase a particular product, because of the feelings they now associate with the product through the advertisement. The tobacco industry targets several groups of people with its advertisements. However, the main group targeted by tobacco advertisements is young people. Tobacco is a very addictive product and once you start using it, it is very difficult to stop. As a result, tobacco companies are focusing their efforts on young people so that they can create a new, potentially permanent consumer. It is largely due to this that various advertising bans have been supported and passed. When a harmful product was offered to American youth, we realized that they had to be protected from the influence of tobacco for as long as possible. The goal of an advertisement is to elicit an emotional response from its audience. The idea of ​​“buying a self-image” has been developed by the media to create a more personal shopping experience. Marketers are constantly working to identify new consumer trends that are driving the buying mentality of the crowd. They must determine the specific combination of images that will most effectively appeal to each person in a subgroup. Tobacco advertisements are tailored to many different subgroups of the population. These groups are formed by various factors, such as: race, age, gender, etc. The point of creating these subgroups is that each group is supposed to share a similar mindset to the other people in the group. This means that a group of older people may disapprove of the same thing, just as a group of teenagers may think something is cool. It is these subgroups that this article will now examine, as tobacco advertising targets these different groups in different ways. Marlboro has been actively advertising much more to men over the past thirty years due to a change in its social status. The advertisements below show some of the rugged cowboys who represented Marlboro cigarettes to a man. This push toward manhood was due to the fact that Marlboro has a higher percentage of female smokers than any other brand. A study published in 1993 found that "many young women viewed Marlboro Lights as a brand aimed at laid-back, outgoing people who get along with everyone." Perhaps due to the large number of women smoking Marlboros, the male clientele was much smaller. It began to play the role of a feminine cigarette, which prompted Marlboro to represent a more manly cigarette. The image on the left is from the 1970s, when Marlboro depicted a much cruder image of a man. The image is that of a solitary, hard-looking cowboy. It has a simple journey, which gives all its attention to the cowboy himself. He has the reins in his hand so he rides too. This image was used to illustrate what a “real man” looked like. He was tough and strong, in addition to being a man who could work to get the job done. After analyzing both images, the image on the right really helps show the effects of social patterns on advertising. This image is much more user-friendly in its presentation. The three cowboys appear to be talking and smiling while carrying their saddles. They are standing in a brightly colored field and the sun is shining. These various changes have been brought about thanks to market research which constantly tries to stay abreast of new trends. The second image dates from the late 1990s, when young people's values ​​shifted towards a stronger sense ofcommunity and moved away from the harsh individualism that previously reigned. As social norms have changed, so has the Marlboro cowboy. Once stoic and reserved, the Marlboro Cowboy began socializing and smiling to create a more relaxed and approachable feeling. Until the 1920s, tobacco advertising was almost exclusively aimed at men. The ads showed men doing manly things and being everything a man was supposed to be. However, advertisements saw a significant change when advertising aimed at women also became the norm. Initially, advertisements presented smoking as a new symbol of freedom for women. Cigarette advertisements showed women smoking in public with their “torches of freedom.” Over the next forty years, these ads became more of a representation of how you should look and behave as a woman. In the 1960s, VirginiaSlims' "You've Come a Long Way, Baby" campaign began circulating. This ad campaign always showed a strong, slim, independent woman who smoked. The idea behind these adverts was to combine the two main themes of the 1960s for women; freedom and weight control. The Virginia slims advertisement shows an attractive, capable and independent woman. The background is blank, giving more focus to the woman herself. She doesn't have any man near her in the ad because she shows her independence by staying alone. Satin is another tobacco company that advertises to women. This brand was created in 1982 to compete with the more manly cigarette manufacturers. Satin primarily advertises to women in an effort to create a larger population of female smokers. The advertisements used by Satin are generally aimed at active, educated women who enjoy smoking cigarettes. A study in the early 1980s showed that Satin was working to create a new ideology about smoking. They did this by appealing to "a woman's sensual nature... The desire to please herself... The desire to relax with a cigarette... The usually repressed dream of relaxing in luxury." The idea behind the campaign was to tell women that it's okay to take a break and treat yourself every once in a while. The advertisements usually show an attractive, slim young woman, always very well dressed. In the ad above, she is laughing and enjoying her time with a handsome man in a suit. This gives the impression that even high class and status women also smoke. These advertisements promote self-pleasure and relaxation, while projecting an aura of class and whimsy. Since tobacco advertising became mainstream in the early 1900s, there has been a key target group. This group is classified as “young adults” and is aged 12 to 25. This group itself is even more divided, with the 12 to 18 age group receiving the greatest influence from tobacco advertising. These young adults are targeted by tobacco companies because they are going through a period of experimentation as well as transition to adulthood. This is when many teenagers first try and become addicted to cigarettes. The most important thing about these young adults, however, is that the brand they started smoking when they were young will most likely become the brand they continue to smoke as they get older. Thanks to the addictive qualities of nicotine, cigarette companies are able to create potentially lifelong customers. This is what creates the constant struggle to marketamong this age group of young adults, without targeting them directly. Advertisements aimed at young adults contain a few key ingredients. The most important aspect of almost all advertisements aimed at young people is that the people in the advertisement are having fun. This is the most important point that tobacco companies want to make in their advertising. They want young adults who will become the next generation of smokers to see these ads and believe that smoking is a fun and cool thing to do. As can be seen in the two images above, the people in the advertisements are generally of college age and are also generally fit and attractive. Tobacco companies cannot of course publish advertisements showing children under the age of eighteen smoking, so this is the best solution. Often these young adults look up to older college-aged people who, in a sense, set the standard for how they look and behave. It is through such advertisements that tobacco companies are still able to market indirectly to young adults with the aim of creating new customers. In 1970, Congress took the first real step toward banning tobacco advertising by passing the Public Health Tobacco Control Act. This law, which came into force on January 2, 1971, prohibited cigarette advertising on television and radio. This led most tobacco companies to shift primarily to print advertisements through billboards, newspapers and magazines. The next big step came in 1984, when Congress passed the federal Cigarette Labeling and Advertising Act, which required tobacco distributors to label all cigarette advertisements and packages with a warning from the Surgeon General . The death of cigarette advertising in mass media finally came in 1997, when the Tobacco Framework Agreement banned all cigarette advertising outdoors, on billboards and in public transport. As a result, the majority of billboards that previously showed tobacco advertisements now displayed anti-smoking messages. The true end of public tobacco advertising came in 2010 with the Family Smoking Prevention and Tobacco Control Act, which prohibited tobacco companies from displaying their logos on clothing products, as well as from sponsoring sports and music. fight against tobacco companies that fight every step of the way. The Federal Trade Commission (FTC) states that “advertising must be truthful and not misleading…advertisers must have evidence to support their claims…and advertisements cannot be unfair.” The FTC classifies an advertisement as unfair if “it causes or is likely to cause substantial harm to the consumer that a consumer could not reasonably avoid; and this is not outweighed by the benefits to consumers. At first, tobacco companies were simply obliged to reveal the truth about the harm that tobacco use could cause. The adverts were later banned because they were deemed unfair regarding the lack of benefits associated with tobacco use. In response to every law and ban on tobacco ads, tobacco companies have simply shifted their focus to the medium to get the message across. on their product. From television to billboards, newspapers and finally the use of sports and even clothing; Tobacco advertising has permeated theAmerican media. However, over the past fifty years, each of these means of advertising has been banned, so tobacco advertising only has one place to continue to thrive. Federal law states that there shall be no advertising in “any electronic communications media subject to the jurisdiction of the Federal Communications Commission (FCC).” The problem is that the FCC does not currently regulate the Internet. Currently, there are no explicit restrictions on online tobacco advertising, which has led to a massive boom in Internet marketing used by tobacco companies. Over the past fifteen years, Internet use has grown rapidly and efficiently, such that the vast majority of Americans now have access to the Internet and use it almost every day. Over time, it has become the primary source of entertainment and information for most households. The Internet also constitutes a new advertising medium for tobacco products. In recent years, all major tobacco companies have created websites that promote their tobacco products and brands. Reported spending on advertising on business websites and Internet marketing in general is increasing exponentially. Advertising costs exploded, from about $125,000 in 1998 to $26.7 million in 2012. In just the two years between 2006 and 2008, online advertising costs more than doubled; going from $8.3 million to $17.8 million. Since 2009, big tobacco companies have steadily increased their spending and remain above a minimum of $25 million per year. This new mode of advertising has given rise to much speculation about how to regulate tobacco companies' online advertising. Currently, there is no real regulation of internet marketing. This presents the same problems as all previous forms of media used by tobacco companies to advertise their products. In fact, there are even more factors to consider when it comes to online advertising. The Internet has once again provided a means for tobacco companies to market indirectly to America's youth by creating a more exciting experience. Many websites use contests, games and videos to attract younger audiences. As the Pew Internet Project shows, 92% of teens use the Internet daily. What's more, more than half of them go online several times a day, largely thanks to the 73% of teens who now have access to a smartphone. As tobacco companies use new methods to attract the younger generation, it is up to the public to dissuade America's youth from using tobacco. Adolescents and young children are the easiest and most profitable targets for tobacco companies. Largely because of the massive amounts of money that tobacco companies invest in Internet marketing, America's youth continue to see many tobacco advertisements on a regular basis. These companies claim that their way of advertising does not influence those under eighteen, but it is clear that their advertisements have a significant effect on young audiences. Unfortunately, many studies claim that around 90% of smokers try their first cigarette before the age of eighteen. It is also during this first stage of smoking that brand loyalty is formed. Phillip Morris explains this phenomenon in the case United States v. Phillip Morris: "Today's teenager is tomorrow's regular potential customer, and the overwhelming..