Media Literacy – Tobacco, Advertising and Cancer

Introduction:

Media can be a powerful force in shaping perceptions about products and our own consumption habits. During the early to mid 20th Century, cigarette advertising was pervasive and the use of it was high. In the 1970s, a wave of anti-smoking advertising was released which ultimately changed the public’s perception and use of tobacco. The media encouraged people to smoke and when scientists proved that smoking was harmful the media in turn encouraged people to stop.

Lesson Procedure

In viewing these three clips from the documentary, students will understand how media can influence the habits and attitudes of an audience. The first video clip explains the pervasiveness of tobacco advertising in the early to mid 20th Century, and the subsequent rise in tobacco use. The second clip explains how scientists were able to prove that smoking was detrimental to health, and the third clip shows how the Fairness Doctrine was used to counter the tobacco ads and the result was a significant decrease in smoking.
Pre-Viewing Questions:Ask students what they think of cigarette smoking?
Ask students if they think the media influences them? Can they cite examples
How do they feel about being targets of the media?
Post-Viewing Questions:
- How does advertising encourage behaviors? Can you cite an example where advertising influenced you?
- Why do you think people continued to smoke in 1964 after the Surgeon General reported that chemicals, such as those in cigarette smoke, could cause cancer?
- Why do you think people smoke today?
- Can you think of any products in our society today that we once thought were harmless and now are starting to question? (Examples might include: high fructose corn syrup, sugar, and electronic cigarettes.

Extension Activities

Have students research the role of the tobacco companies and their knowledge of the effect of tobacco use on health.
Have students create a slideshow of historic tobacco ads.
Have students research e-cigarettes and decide if they are “more safe” than traditional cigarettes. How are they advertised?
Who was “Joe Camel” and why is the character significant?

Additional Resources

American Lung Association http://www.lung.org
US Department of Health and Human Services http://betobaccofree.hhs.gov
Stanford School of Medicine – research of the impact of tobacco advertising http://tobacco.stanford.edu/tobacco_main/index.php
The Center for Media and Democracy’s PR Watch – the positive legacy of the fairness doctrine http://www.prwatch.org/news/2011/06/10804/rip-fairness-doctrine