Why Marlboros Man Is Dangerous - Term Paper Example

Argumentative essay on cigarette advertising Introduction Opening anecdote: Cigarette advertising does not reveal the absolute reality/nature of the product and its detrimental effects on human health but impose fallacies onto its habitual and potential users. Advertising based on Oxford Dictionary is the act of relaying information to potential customers concerning a certain product in the market with the intention of luring them to buy it. This implies the person or Corporation relaying a given products’ information ought to utilize necessary skills meant to appear brief and communicate effectively to the clients (Capella, Webster & Kinard 269). Hence, manage to get their attention within a very short period in order to create an immense impact. This is similar to cigarettes’ advertising though its mode of advertising due to numerous campaigns against it respective corporations have resulted to exaggerated and fantasized advertising. Therefore, this essay seeks to relay varied fantasies and false information, which cigarettes corporations use in luring their clients and other people into using them. Numerous images used in advertising pose the notion smoking especially to the young is sweet besides making them fit in a class/status of proving their prowess. This is complete false though through the creativity of numerous corporations have managed to attain large pool of clientele “who not only smoke for fun but also live to smoke”. Since, most of them after the first puff turn out to be addicts thus becoming the brand’s habitual users such that the corporation will not be in need of relaying any further information to him or her but to new people. The notion of “smoking is sweet” its mode of relaying information to the potential users is by use of youthful models, for instance, women who in turn lure teenage females into the habit. This is because of the ads posing the information as genuine, which is far from the reality but merely a strategy to get future potential clients. In 2004, cigarette corporations emerged with a new strategy citing they have devised “lighter cigarettes” for those people wishing to ensure the safety of their health (“Quit Victoria”). This is a fallacy because no amount of tar is less dangerous once it finds its way in human body’s system. However, the fallacy may seem true based on the corporations’ information and some confessions emanating from hired smokers. The latter contend “lighter” cigarettes are smoother and less irritating compared to the ordinary products, which is not true. This is because companies with the aid of numerous flavors in the industry and market only tend to alter their “taste”. Hence, trying to twist clientele’s mind towards deeming what they are smoking contain less tar that is why it is smoother to their throats. However, in reality, this is not true but only a market niche meant to draw numerous people towards purchasing the “lighter” cigarette. The only trick in this case besides flavors is the use of additives and introduction of tinny holes in the filter meant to filter ash (“Quit Victoria”). This is because the later is the core component that causes irritation in smokers’ throats whereas the obnoxious content passes unfiltered or altered to the lungs’ alveoli. Hence, continue to cause varied chronic predicaments on users, for instance, cancer (“Quit Victoria”). This is because fallacies have already “hijacked” their minds to the extent they are unable to unveil whether what diverse marketing ads are relaying is true (O’Connor). Another relayed fallacy by cigarettes’ corporations encompasses the safety of the product despite admitting to be harmful to human health. This is evident in the way when advertising corporation despite compelled to state cigarettes’ harmful effects choose to indicate with almost invisible statement on their packaging. This is in such a manner numerous users and potential people especially teenagers who wish to experiment smoking cannot adequately see the statement without keen observance. Mainly, this is a “scapegoat” meant to evade criticisms especially from welfare organizations like medical field whereby cigarette corporations will cite they constantly warn their clients before using them. This is with the aid of almost invisible statement written on each packet of cigarettes they purchase. Similar to other industrial sectors and their respective products, cigarettes have also undergone a tremendous evolution whereby currently there are “electric cigarettes”. Therefore, smokers have held the notion the ordinary products are detrimental compared to the current “electric” types because the latter are smokeless and odorless. Hence, implying they are safer in comparison to the older types, which is untrue because they normally release similar form of tar and nicotine (Goniewicz 158). The only difference among them is how they produce the addicting substance that prompts people keep on smoking besides affecting their lungs. Therefore, no one is safe between the two categories because what goes in their body is the same but mode of form varies significantly. The norm is also evident currently among people’s minds twisted by the idea especially those who are ignorant and do not know exactly the emergent knowhow behind electric cigarettes. Recently, US through its respective authorities waged a stern campaign anti the introduced E-cigarettes citing studies so far conducted have proved it is worse than the conventional one. This is because of its vapor whereby some components comprising it are carcinogenic though proponents introducing it were citing a contrary hypothesis. Mainly, there is none among the two both conventional and E-cigarettes, which an individual can claim is safer. Therefore, all the said safety surrounding this argument is about fallacies meant to draw many people to smoke them, hence ensure high returns for the respective corporations. Since, the involved corporations who do not want to incur loses in the market only come up a “second best” option, which in this case is only to alter mode of intake or something slightly small (Cavallero 387). Consequently, this contributes to misleading numerous people especially those who for long have tried to abandon the habit of smoking. However, due to inability to disentangle themselves opt for the safer cigarette, which in this case is E-cigarette thinking they will reduce or suppress high chances of contacting associated grievous maladies like cancer. According to Cavallero (392), this is fallacy whereby due to its incoming dangers insurance firms ought to charge smokers high premiums because maladies in which they expose themselves to it is easy to contact them. One of the famous cigarette corporations, which utilized fallacy in selling by twisting beliefs of numerous people, was Marlboro Company (“Ulysses Press”). Based on the depiction of Marlboro’s man who prompted many men start smoking cigarettes with filters, this tricked large pool of clientel into the emergent product intending to associate themselves with well-built physique character (“Ulysses Press”). Hence, implying real men despite smoking cigarettes with filters become health compared to others. Hence, the depiction of Marlboro cigarettes being in a position to ensure one is healthy was undeniable by mere looking of the advertising well-built man (“Ulysses Press”). During then, the female gender was the only one that smoked filtered cigarettes whereby the advent of Marlboro cigarettes changed everything. This is by citing “real man” smokes only filtered cigarettes contrary, which are of high quality compared to numerous ordinary products that were in the market (Sparks). Aschwanden in his article concerning the controversy surrounding E-cigarette expresses common people’s heightening concern about the safety of the emergent product. According to this study, numerous ads in the market do not give exact information concerning what comprises flavors they normally use while formulating or developing their respective merchandises. This is not because numerous corporations are unable to ascertain them but most blatantly, they do not know (Aschwanden). Hence, end up exposing ignorant people to carcinogenic and even detrimental substances. Some cigarettes’ corporations have gone to the extent of promoting the behavior citing it is an effective remedy to Alzeimer’s disease, which is not true but a myth (Cataldo & Stanton 629). Hence, attract numerous people both those who have experienced the malady and others fearing its effects because corporations through their misleading ads have imparted fear in their minds (Cataldo & Stanton 629). Presently, tobacco corporations due to their intend of increasing revenues as well as have high market shares resulted to injecting their products with high nicotine contents than required (Newsom). This is to ensure their respective users only get satisfied after using products specifically from their corporations as compared to those from other competitors (Newsom). This is absolutely contrasting to “freedom fallacy” they normally advocate citing clients have the right and freedom to choose corporations’ products they desire based on good taste. This is extremely cunning on the part of corporations who end up making products to be more detrimental while in the quest of attracting increasing their profits. Conclusion Advertising encompasses relaying positive information concerning a certain product with the intention of attracting large clientele; hence increase sales and revenue for the respective corporations. However, cigarettes owing to its detrimental effects on human health respective corporations have resulted to using fallacies that have easily and cunningly twisted minds of their users and even recruiting more people. It is surprising how global community despite having adequate information concerning this product mostly end up ensnared by fake tactics of the malicious corporations. Does this imply humanity despite knowing the danger that is larking ahead just assumes or experience “mental blackout” once one encounters these ads? Work Cited “Background brief Further Information: 'Light' or 'low tar' cigarettes.” Quit Victoria. n.d. Web. 18Th November 2013. Aschwanden, Christie. E-cigarettes: a step forward for smokers, or a step into the unknown?US sales of odorless electronic cigarettes are set to reach $1bn this year, but they remain unregulated by law. The Guardian. 24Th September 2013. Web. 20Th November 2013. Capella, Michael., Webster, Cynthia & Kinard, Brian, R. A review of the effect of cigarette advertising. International Journal of Research in Marketing. (2011): 28.3. pp. 269-279. Cataldo, Janine K. & Stanton, A. Glantz. "Smoking Cessation and Alzheimer's Disease: Facts, Fallacies and Promise." Expert Review of Neurotherapeutics, 10.5 (2010): 629-31. ProQuest. 20 Nov. 2013. Cavallero, Eric. "Health, Luck and Moral Fallacies of the Second Best." The Journal of Ethics 15.4 (2011): 387-403. ProQuest. 20 Nov. 2013. Goniewicz, Maciej, L., Kuma, Tomasz, Gawron, Michal., Knysak, Jakub. & Kosmider, Leon. Nicotine Levels in Electronic Cigarettes. Nicotine & Tobacco Research, 15.1. (2013): 158-166. DOI: 10.1093/ntr/nts103 Newsom, R. J. "Beware the Freedom Fallacy." The News Herald Apr 03 2009 ProQuest. 20 Nov. 2013. O’Connor, Peg. The Fallacy of the ‘Hijacked Brain’. The New York Times. 10Th June 2010. Web. 18Th November 2013. Sparks, Ian. E-cigarettes contain chemicals that make some 'as harmful as normal tobacco'. Mail Online. 28Th August 2013. Web. 20Th November 2013. The Ultimate Book of Top 10 Lists: A Mind-Boggling Collection of Fun, Fascinating and Bizarre Facts on Movies, Music, Sports, Crime, Celebrities, History, Trivia and More. Berkeley, Califonia: Ulysses Press, 2010. Print. Read More