This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to b...
When looking at an ad, ask these
5 questions:
•

1. What is being advertised?

•

2. Who is the target audience?

•

3. Wh...
1. What is being advertised?
2. Who is the target audience?
3. What does the advertiser
want me to believe?
4. What do I k...
1. You’re lacking or missing out

This information is confidential and was prepared by The Bridgespan Group solely for the...
1. What is being advertised?
2. Who is the target
audience?
3. What does the advertiser
want me to believe?
4. What do I k...
2. Promises

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; i...
1. What is being advertised?
2. Who is the target audience?
3. What does the advertiser
want me to believe?
4. What do I k...
3. Excitement

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client;...
4. Star Power

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client;...
5. Testimonials

This information is confidential and was prepared by The Bridgespan Group solely for the use of our clien...
6. Bandwagon
“Everybody is buying this!!!
Join the crowd!!!

This information is confidential and was prepared by The Brid...
7. Snob Appeal

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client...
8. Heart Strings

This information is confidential and was prepared by The Bridgespan Group solely for the use of our clie...
9. Weasel Words
Olay Total Effects; the maker says its cleaning cloths
"will help fight seven signs of aging.”
This produc...
10. Put downs

This information is confidential and was prepared by The Bridgespan Group solely for the use of our client;...
aper for you.
out 1 piece of p
Get
turning this in
You will be
# 1-12

You willl
You wil
choose thee
choose th
TOP 2
TOP 2...
-CORRECT THEM
-Turn in your paper as you leave
class today.

Promises

In the next day, you will get to be
cigarette adver...
Tobacco Dangers

This information is confidential and was prepared by The Bridgespan Group solely for the use of our clien...
Smoking kills you…
• Smoking is the #1 preventable

cause of death in the United States9

Top 4 Causes of death in U.S.
ar...
There are many Physical Dangers of Cigarettes:

•

Damages

•

nearly

•

every organ

•

of the body!!!1

This informatio...
Physical Dangers of Cigarettes 1:
NICOTINE:

TWINS: SMOKER –VS- NON-SMOKER
•

is highly addictive and
the feeling lasts on...
Physical Dangers of Cigarettes 2:
CARBON MONOXIDE:
(Lack of Oxygen causes heart disease)

•

is an odorless, tasteless gas...
Physical Dangers of Cigarettes 3:
TAR:
•There are over 4,000 chemicals in tobacco smoke.
•They contain carcinogens which c...
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to b...
2 of the Diseases Smoking Causes:
Chronic Bronchitis:

...is chronic
inflammation in the
lungs causing scarring
of the air...
2 of the Diseases Smoking Causes:
Emphysema:

... is a condition of the lung where there is
... is a condition of the lung...
Why Is Tobacco Legal ????????????
If we know cigarettes are so bad
for you, why are they legal?

This information is confi...
Cigarettes is a big business:
• The major tobacco companies

spend $11billion per year on
marketing10

And they make a lot...
Teenagers are targeted by tobacco
companies…
80% of smokers start before they are 182

1200 people die
a day in America
fr...
Teenagers are targeted by tobacco
companies…
• 80% of smokers start before they are 18.1
• 1200 people die a day in Americ...
•Scientists have confirmed that it could take
just one cigarette to become addicted.
Research found that 12- and 13-year-o...
Create your own cigarette pack ad
Act as if you are a tobacco
advertiser and use an appeal
technique to try to get teens t...
Tobacco Dangers
Day 2

This information is confidential and was prepared by The Bridgespan Group solely for the use of our...
3. Chewing Tobacco and cigars and pipes are

no safer

than cigarettes!!!!

Receding Gum
Line

Cracked Lips
Bleeding Gums
...
Rotting
Teeth
Loss of
Teeth
This information is confidential and was prepared by The Bridgespan Group solely for the use o...
atch
ry pre-cancerous p
Watch for a leathe
…
alled: Leukoplakia
c
inside their mouth

70% of
chewers have
mouth
sores…5
an...
Oral Cancer
75% of

cancers in the
mouth, lips,
tongue, throat,
nose and larynx
are due to
tobacco use!
5

This informatio...
Lip, Tongue,
Jaw, and
Mouth Cancer

This information is confidential and was prepared by The Bridgespan Group solely for t...
Esophageal and
Cheek Cancer

This information is confidential and was prepared by The Bridgespan Group solely for the use ...
The damage is extensive!!!

This information is confidential and was prepared by The Bridgespan Group solely for the use o...
According to the
Centers for Disease
Control and
Prevention, as
many as

T a s afe r
It is NO
native to
alter
rettes!!!
ci...
7 Signs of Cancer: cancer
(as designated by the American Cancer Society)
http://www.webmd.com/cancer/understanding-cancer-...
Also signs of Cancer:
The following symptoms may also signal the presence of
some form of cancer:
Persistent headaches
Une...
Pair / Share:
If you feel comfortable sharing, tell
your table if you know anyone
smokes or chews.
Do they smoke in your...
If you’re pregnant-don’t smoke!!
Smoking increases infant death by 33%

Don’t hang around a smoker- for every
___8___smoke...
Ways to protect yourself
from second-hand smoke:
-Ask them to smoke outside only
-Keep your door to your room closed
-Get ...
$$$$$$$$$$$$$$$$$$$$$$$$$$$$
6. $$$$ spent on tobacco:

47
This information is confidential and was prepared by The Bridge...
$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$7.00

pack/can a day x 365 days =____ per year

$7.00

pack/can a day x 365 days =____per ye...
Create your own cigarette pack ad
Act as if you are a tobacco
advertiser and use an appeal
technique to try to get teens t...
50
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not t...
Finish Tobacco Packs
Day 3

This information is confidential and was prepared by The Bridgespan Group solely for the use o...
52
This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not t...
Our Brain and Habits –
Go to separate PowerPoint
Day 4

This information is confidential and was prepared by The Bridgespa...
Tobacco Brochures
Day 5-6

This information is confidential and was prepared by The Bridgespan Group solely for the use of...
Tobacco Brochures

This information is confidential and was prepared by The Bridgespan Group solely for the use of our cli...
Tobacco Brochures by Hand

This information is confidential and was prepared by The Bridgespan Group solely for the use of...
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Ad appeals.tobacco power

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Ad appeals.tobacco power

  1. 1. This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  2. 2. When looking at an ad, ask these 5 questions: • 1. What is being advertised? • 2. Who is the target audience? • 3. What does the advertiser want me to believe? • 4. What do I know to be true? • 5. What advertising appeal did they use? This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  3. 3. 1. What is being advertised? 2. Who is the target audience? 3. What does the advertiser want me to believe? 4. What do I know to be true? 5. What advertising appeal did they use? This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  4. 4. 1. You’re lacking or missing out This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  5. 5. 1. What is being advertised? 2. Who is the target audience? 3. What does the advertiser want me to believe? 4. What do I know to be true? 5. What advertising appeal did they use? This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  6. 6. 2. Promises This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  7. 7. 1. What is being advertised? 2. Who is the target audience? 3. What does the advertiser want me to believe? 4. What do I know to be true? 5. What advertising appeal did they use? This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  8. 8. 3. Excitement This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  9. 9. 4. Star Power This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  10. 10. 5. Testimonials This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  11. 11. 6. Bandwagon “Everybody is buying this!!! Join the crowd!!! This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  12. 12. 7. Snob Appeal This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  13. 13. 8. Heart Strings This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  14. 14. 9. Weasel Words Olay Total Effects; the maker says its cleaning cloths "will help fight seven signs of aging.” This product is stating it might fight the signs of aging, but don't expect it to cure the signs of aging. This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  15. 15. 10. Put downs This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  16. 16. aper for you. out 1 piece of p Get turning this in You will be # 1-12 You willl You wil choose thee choose th TOP 2 TOP 2 appeeals-no app als-no more!! more This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  17. 17. -CORRECT THEM -Turn in your paper as you leave class today. Promises In the next day, you will get to be cigarette advertisers and you will make a pack marketing cigs to teens. So, first lets get some facts about tobacco… This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  18. 18. Tobacco Dangers This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  19. 19. Smoking kills you… • Smoking is the #1 preventable cause of death in the United States9 Top 4 Causes of death in U.S. are all related to smoking!: 1. 2. 3. 4. Diseases of heart Cancer STROKES Chronic lower respiratory diseases Page 1 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  20. 20. There are many Physical Dangers of Cigarettes: • Damages • nearly • every organ • of the body!!!1 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  21. 21. Physical Dangers of Cigarettes 1: NICOTINE: TWINS: SMOKER –VS- NON-SMOKER • is highly addictive and the feeling lasts only 1/2 hour • constricts blood vessels • increases heart rate and blood pressure • a tolerance develops It’s hard on your skin! Page 1 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  22. 22. Physical Dangers of Cigarettes 2: CARBON MONOXIDE: (Lack of Oxygen causes heart disease) • is an odorless, tasteless gas in cigarette smoke • displaces oxygen from blood so less gets to heart, muscles • causes poor circulation and leads to amputations Page 1 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  23. 23. Physical Dangers of Cigarettes 3: TAR: •There are over 4,000 chemicals in tobacco smoke. •They contain carcinogens which cause lung cancer. Page 1 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  24. 24. This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  25. 25. 2 of the Diseases Smoking Causes: Chronic Bronchitis: ...is chronic inflammation in the lungs causing scarring of the airways and excessive production of mucus that results in a chronic cough. Some call it a “smoker’s” cough. Emphysema: ... is a condition of the lungs where there is an abnormal increase in the size of air spaces, (holes!) with destructive changes in their walls and a reduction in their number. This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  26. 26. 2 of the Diseases Smoking Causes: Emphysema: ... is a condition of the lung where there is ... is a condition of the lung where there is an abnormal increase in the size of air an abnormal increase in the size of air spaces, (holes!) with destructive changes spaces, (holes!) with destructive changes in their walls and a reduction in their in their walls and a reduction in their number. number. Simulate Emphysema with straws This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  27. 27. Why Is Tobacco Legal ???????????? If we know cigarettes are so bad for you, why are they legal? This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  28. 28. Cigarettes is a big business: • The major tobacco companies spend $11billion per year on marketing10 And they make a lot of $$$$ from recruiting teenagers! (That’s $30M per day!!!!!!) This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  29. 29. Teenagers are targeted by tobacco companies… 80% of smokers start before they are 182 1200 people die a day in America from Smoking3 (so they need to recruit this many more smokers every day!!) This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  30. 30. Teenagers are targeted by tobacco companies… • 80% of smokers start before they are 18.1 • 1200 people die a day in America from smoking.3 (So they need to recruit this many more smokers every day!!) • ”Today’s teenager is tomorrow’s potential regular customer.” – Phillip Morris executive This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  31. 31. •Scientists have confirmed that it could take just one cigarette to become addicted. Research found that 12- and 13-year-olds showed evidence of addiction within a few days of their first cigarette.4 - It takes an average of 18 years to quit smoking. Raise hand if know someone who smokes and is trying to quit…they will tell you not to even start!! This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  32. 32. Create your own cigarette pack ad Act as if you are a tobacco advertiser and use an appeal technique to try to get teens to buy your pack of cigarettes. (You can use the slogans…) Write your name and the appeal you are using… 32 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  33. 33. Tobacco Dangers Day 2 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  34. 34. 3. Chewing Tobacco and cigars and pipes are no safer than cigarettes!!!! Receding Gum Line Cracked Lips Bleeding Gums Page 2 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  35. 35. Rotting Teeth Loss of Teeth This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  36. 36. atch ry pre-cancerous p Watch for a leathe … alled: Leukoplakia c inside their mouth 70% of chewers have mouth sores…5 and those mouth sores lead to oral cancer! This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  37. 37. Oral Cancer 75% of cancers in the mouth, lips, tongue, throat, nose and larynx are due to tobacco use! 5 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  38. 38. Lip, Tongue, Jaw, and Mouth Cancer This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  39. 39. Esophageal and Cheek Cancer This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  40. 40. The damage is extensive!!! This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  41. 41. According to the Centers for Disease Control and Prevention, as many as T a s afe r It is NO native to alter rettes!!! ciga 20% of high school boys and 2% of high school girls use smokeless tobacco.6 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  42. 42. 7 Signs of Cancer: cancer (as designated by the American Cancer Society) http://www.webmd.com/cancer/understanding-cancer-symptoms CAUTION: C hange in bowel or bladder habits. A sore that does not heal. U nusual bleeding or discharge. T hickening or lump in the breast, testicles, or elsewhere. I ndigestion or difficulty swallowing. O bvious change in the size, color, shape, or thickness of a wart, mole, or mouth sore. N agging cough or hoarseness. This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  43. 43. Also signs of Cancer: The following symptoms may also signal the presence of some form of cancer: Persistent headaches Unexplained loss of weight or appetite Chronic pain in bones or other areas of the body Persistent fatigue, nausea, or vomiting Persistent low-grade fever, either constant or intermittent Repeated instances of infection This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  44. 44. Pair / Share: If you feel comfortable sharing, tell your table if you know anyone smokes or chews. Do they smoke in your house? Do you know how many packs or cans they use per day?
  45. 45. If you’re pregnant-don’t smoke!! Smoking increases infant death by 33% Don’t hang around a smoker- for every ___8___smokers who die, they take ___1___ non-smoker with them!! Second-hand smoke kills. It’s especially dangerous to young children. Page 2 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  46. 46. Ways to protect yourself from second-hand smoke: -Ask them to smoke outside only -Keep your door to your room closed -Get an air filter -Ask them to smoke in one place only -keep encouraging them to quit! This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  47. 47. $$$$$$$$$$$$$$$$$$$$$$$$$$$$ 6. $$$$ spent on tobacco: 47 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  48. 48. $$$$$$$$$$$$$$$$$$$$$$$$$$$$ $7.00 pack/can a day x 365 days =____ per year $7.00 pack/can a day x 365 days =____per year x 5 years= ____ $7.00 pack/can a day x 365 days =____ per year x 10 years=____ $7.00 pack/can a day x 365 days =____per year x 25 years= ____ Figure for someone you know: $7.00 pack/can a day x 365 days =______ _x the # of years they've smoked= ______ per year Page 2 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  49. 49. Create your own cigarette pack ad Act as if you are a tobacco advertiser and use an appeal technique to try to get teens to buy your pack of cigarettes. (you can use the slogans…) Write your name and the appeal you are using… 49 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  50. 50. 50 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  51. 51. Finish Tobacco Packs Day 3 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  52. 52. 52 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  53. 53. Our Brain and Habits – Go to separate PowerPoint Day 4 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  54. 54. Tobacco Brochures Day 5-6 This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  55. 55. Tobacco Brochures This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.
  56. 56. Tobacco Brochures by Hand This information is confidential and was prepared by The Bridgespan Group solely for the use of our client; it is not to be relied on by any 3rd party without The Bridgespan Group’s prior written consent.

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