{"id":12505,"date":"2014-11-08T06:33:00","date_gmt":"2014-11-08T11:33:00","guid":{"rendered":"https:\/\/www.frankwbaker.com\/mlc\/?page_id=12505"},"modified":"2023-12-07T10:08:01","modified_gmt":"2023-12-07T15:08:01","slug":"smoking-background","status":"publish","type":"post","link":"https:\/\/www.frankwbaker.com\/mlc\/smoking-background\/","title":{"rendered":"Smoking: Background"},"content":{"rendered":"\n\n\n\n
\n

\"Fool\"<\/p>\n<\/td>\n

\n

Deconstructing Cigarette Ads in a Counter Advertising Workshop<\/p>\n

\u00a9<\/a>2004
\nFrank Baker,
\nmedia educator<\/p>\n<\/td>\n

\"\"<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
BACKGROUND<\/p>\n

Teachers, this activity is perfect for language arts,\u00a0 health and media literacy<\/a> (read about the key concepts of\u00a0media literacy by clicking the link) First, students analyze advertising found in magazines for cigarettes. In most cases, your\u00a0students probably never paid any attention to these ads before. This activity is designed to introduce these ads as unique,\u00a0persuasive messages, some of which are aimed directly at them, via the magazines they read!\u00a0 During this activity, students\u00a0will be instructed to look deeper, into what we call “sub-text,” to identify what else might be said in the ad, (i.e. smoking is\u00a0cool, relaxing, etc)\u00a0 and what is NOT said (i.e. smoking causes cancer, bad breath, yellow teeth, etc).<\/p>\n

Secondly, this is a\u00a0production activity: students will produce their own ad, after they’ve learned some of the more popular persuasion techniques\u00a0and after they’ve been introduced to the concept of “counter-advertising.” In counter-advertising, we poke fun at ads by
\ncreating parodies. (NOTE to teachers: click on the COUNTER AD EXAMPLES link in the left hand column for plenty of examples) There is some published research\u00a0that says exposing
\nstudents to counter advertising is an effective way to change their attitudes about smoking, and how they\u00a0are targets of the tobacco industry.<\/p>\n","protected":false},"excerpt":{"rendered":"

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