COMU3222 (Part 2)


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Mass Media, Spin & Public Opinion

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  • 1-6: Eunice7-9: Keisha10-11: Francis12-14: Melena15-16: Vera
  • Identify key players + interest+ the PR problem they face
  • Timeline shows the struggle between the tobacco industry and health organisations
  • Timeline shows the struggle between the tobacco industry and health organisations
  • Identify the PR problem they faceShow public they care
  • Main policies
  • Main policies
  • Identify PR ProblemsPR ProblemConcerned with negative views about productCausing health problemsConsumers are well aware of the potential health problems that come with smoking, and this might cause current consumers to stop smoking and prevent others from picking up smoking.As the spin team for Big Tobacco, we will suggest a few strategy that can help distract the public from the health problems associated with smoking by spreading the following messages.….Big Tobacco does face quite a large number of restrictions (such as the 1999 agreement that bans them from targetting kids) but we will discuss how we can get around this..
  • As mentioned in our first presentation, one of the messages Big Tobacco have been trying to spread since the 1960s, is that smoking is a cool lifestyle choice. It appears that this tactic has been very successful, it seems to have set in the minds of people all over the world. As suggested by Louw, once an image has been created, maintaining that image is equally important and therefore Big Tobacco should continue spreading this message while remaining relevant to today’s society and its trends. The media has always been a good tool for tobacco companies to use to spread this message and it should continue to do so..Reality TV shows have picked up in popularity in recent times, and therefore using shows such as Jersey Shore which depict the lives of interesting and high profile figures, are good ways of promoting the idea of smoking as the ‘in’ thing to do.
  • One trend that pretty much ‘defines’ the newest generation, is the use of the internet and social networking sites such as facebook.By creating facebook groups that consumers can join and ‘like’, it creates a virtual community of smokers, who can legitimise and reinforce each others’ smoking habits by writing comments and wall posts. Blogs are also a popular feature of the internet, and the popular ones such as celebrity blog sites are good places to advertise because its main demographic is young people. Tobacco companies can sponsor some of these sites, under the circumstance that they feature a ‘paparazzi shot’ of a celebrity smoking maybe once every seven posts.
  • Tobacco companies can produce smaller cigarette pack, with between 5-10 sticks inside, under the pretense that they are helping smokers to cut down the number of cigarettes they smoke. In reality, however, these packs can be bought by social smokers who can just buy one pack on their night out. They still contribute to BT’s revenue, and increases the chances that these social smokers eventually become full time smokers. ‘Smoke in moderation’ – it is not disputing/ignoring the health consequences (which is now common knowledge). Instead, it is suggesting that the health consequences are not so bad, considering that you smoke in moderation.
  • Message
  • Identify the PR problem they face
  • Identify the PR problem they face
  • Self conscious: emphasize on physical consequencesFamily-orientedEmphasize on harm to familyMoney-consciousEmphasize on financial harm
  • Smoking kills. Everyone knows this. So why don’t they stop? Well it’s because they’re immune to these pictures. People are desensitized by these messages. They are just words, just statistics. Just pictures of some extreme cases.We need to come up with innovative ideas to reinforce these messages. Make the idea of quitting smoking look cooler and less naggy.Less posters. Less nagging.
  • “If I get 1,234,567 fans, my dad said he will quit smoking” - 165,293 people like thisFacebook demographics: More than 500 million active users, There are over 900 million objects that people interact with (pages, groups, events and community pages) the chart above illustrates, the total US Facebook population is made up of millions of people across a range of ages groups. While young adults (18-25) lead the way with a combined ~27 million users, the 26-34 group is close behind with ~21 million users. According to the data above there a combined ~18 million people over the age of 45 active on Facebook. These are impressive user numbers from an older demographic that continue to grow.
  • shows people what they would look like if they suddenly piled on the pounds and became twice their size.Using the iPhone's camera, people can take a photo of the person and line up the person's eyes, mouth and chin with a fat-adding template.Read more:
  • shows people what they would look like if they suddenly piled on the pounds and became twice their size.Using the iPhone's camera, people can take a photo of the person and line up the person's eyes, mouth and chin with a fat-adding template.
  • Remember super mario? imagine cigarettes in place of where the mushrooms are,Whenever he jumps on a cigarette it’ll slow him down.
  • COMU3222 (Part 2)

    1. 1. Tobacco Industry1950 - 1970 Group 6: Melena, Eunice, Keisha, Francis, Vera
    2. 2. Key Players Tobacco • Interest: Need to influence / convince public to continue smoking Industry • PR Problem: Concerned about negative views of cigarettes Health • Interest: Dissuade people from smokingOrganisations • PR Problem: Tobacco industry is undermining their cause • Interest: Placate citizens who weren’t happy about lax lawsGovernment with regard to smoking
    3. 3. Timeline1970s 1977 1986 2005• Promote • Launch of the lifestyle Philip aspect of • 1st Great • Philip American Morris Morris smoking QuitAssist Smoke-out introduced• Put health the Great warnings on American cigarette Smoker’s Kit packets
    4. 4. Timeline2010• Use of social media to promote smoking. For example, old cigarette advertisements have started appearing on Youtube• The Internet is able to work past a country’s ban on cigarette advertising as the Internet is not controlled by boundaries
    5. 5. Government• Unhappy citizens and organisations dissatisfied with current policies
    6. 6. Policies Government1972 Mid-1980s 1997• End of TV and • Tobacco • Government radio tobacco considered as a workplaces go advertising form of drug smoke-free• Tobacco ads, direct addiction mail, and POS materials were required to have health warnings
    7. 7. PoliciesGovernment 2010 • Tobacco companies are: • Prohibited from sponsoring sports, music and cultural events • No longer allowed to use the words “light” and “mild” in their ads • Forbidden from giving out free samples • 38 states are either smoke-free or have some sort of smoking ban • Soon, it will be a federal violation to sell cigarettes to minors
    8. 8. Big TobaccoPR Problem : Consumers aware of health consequences of smokingSpin Strategy : Smoke & Mirrors - Distracting the public from the health problems associated with smoking by….
    9. 9. Message : Smoking is cool, a lifestyle choice• Media – Celebrities in movies and TV shows (Mad Men) – Reality TV shows (Jersey Shore)
    10. 10. Message : Smoking is cool, a lifestyle choice• Internet (Web 2.0) – Facebook : „Likes‟, „Join Groups‟, Comments – Celebrity newsblogs: paparazzi shots
    11. 11. Message: It’s okay to smoke once in awhile• Targeting: Social smokers – 30-51% are social smokers• Targeting :Fulltime Smokers - „ Smoke in moderation‟ - Ads : statistics of lightvs heavy smoker.
    12. 12. Message: Smoking is a good stress reliever• Internet (Web 2.0) • Cigarette version of FML (F*** My Life) - An interactive website which provides a platform for anyone to air their views on any topic.•Example of our version: INAS (I need a smoke) • “My exams are in two days but I have yet to start on four months worth of work! INAS”
    13. 13. Message: Smoking is a good stress reliever cont’d• Guerrilla tactics Smoking ambassadors embedded in society to influence people to smoke.
    14. 14. Message: Smoking is a good stress reliever cont’d• Advertisements Smokers are portrayed as having a good time while enjoying a puff.
    15. 15. Message: Undermining Health Organisations• “We are not the bad guys!” The tobacco industry is not as bad as what health organisationsportray them to be. The following 3 points will serve to explain this statement.• Condemn drugs Shifting attention to drugs creates a better impression of the tobacco industry.• Public Relations Strategies QuitAssist (Philip Morris) - Website which assists smokers to quit smoking and to stay quit.
    16. 16. Message: Undermining Health Organisations cont’d• Public Relations Strategies cont’d - Nicotine replacement therapies (RJ Reynolds) - Bought over Swedish company, Niconovum in 2009
    17. 17. Message: Undermining Health Organisations cont’d•Examples of nicotine products
    18. 18. Health Organisations• PR problem: Tobacco industry‟s undermining their cause – Causing public‟s disbelief and disregard – Scare tactics
    19. 19. Targeting Niche Audiences• Targeting different audiences• Different people have different motivations to stop smoking
    20. 20. Message: What’s your motivation?• Self-conscious • Money-conscious • Family-oriented
    21. 21. Smoking kills
    22. 22. Facebook Lung cancer? Hah! It won’t happen to me.
    23. 23. Using Facebook/Mobile Applications• Image manipulation applications (E.g. FatBooth on iPhone)• If you continued smoking till 2020…
    24. 24. “SmokeBooth”…you‟ll look like this
    25. 25. Games
    26. 26. Undermining Tobacco’s messages• Expose Tobacco industry‟s unethical ways with documentaries, mockumentaries, word of mouth, interviews with ex-lobbyists or advertisers• By harnessing rebellion and show them how they‟ve been lied to and manipulated by tobacco companies