Essay About Cigarette Advertisements And Health Hazards Of Lung Cancer

Slogans in Ads
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Cigarette advertisements have been spreading through all media, either
printed or electronic media. Cigarettes with various brands are promoted
vigorously by the advertisers as the cigarette producers need to sell their product
in a large scale. Promoting goods through advertisements is one common strategy
used, because advertising is a powerful communication tool. (Russel Lane,
Cigarette, hence, become the communication devices designed by the
advertisers to communicate their messages with their potential consumers.
However, there has been a very interesting phenomenon in the case of cigarette
advertisement that causes controversies among the producers or the advertisers on
one side, and the government on the other side.
Since there have been popular demands for a better protection for humans
health, thus, the Governments intensely campaign against smoking with its
predicted negative side effects, such as the health hazards of lung cancer, heart
attack, impotence, and its possible risks of fetal injury, the premature birth, and
low birth weight. Tobaccos advertisements have been banned in Western Europe,
such as in Austria, Belgium, Denmark, Finland, France, Germany, Italy,
Netherlands, Sweden, Switzerland, and in United Kingdom, with variations in its application of the prohibition (Bovee and Arens. Indonesia, the
Health Department, speaking for the Indonesian Government, also declares some
warnings concerning the health hazards that may occur from smoking. The warnings are always stated, either spoken or written, along with the cigarette
advertisements. Thus, if, the advertisements are promoted in television, the
warnings are mentioned at the end of the few-second-advertisement, and if they
are published through printed media such as the newspapers and magazines, the
warnings are put at a certain corner of the advertising page. Even more, the
warnings about the health hazards are also stated in each package of the cigarette
itself By communicating those risks, Government regulator seek to both inform
users about the circumstances under which their health and safety might be
jeopardized and advise them as to what actions they can take to reduce the risk
(Leiss.1998:137)Thus, the idea of the warnings is that the Government seriously
intend to remind the smokers that smoking is indeed a dangerous thing since it
could make them suffer from those dangerous diseases as mentioned in the
warnings.
However, cigarette smoking is a kind of a voluntary consumer choice,
even though it exposes individuals to a wide range of specific health hazards.
Consequently, creating cigarette advertisements with the risk communication
becomes, indeed, a quite complex task since almost everyone is now aware of the
health hazards which threaten his life. Thus, to create excellent advertisements,
the advertisers really have to creatively work extra hard due to the fact that the
Government is putting warnings along with their advertisements; also due to the
expectance that the advertisements should persuade people to buy the product
still, even though they know about the possible effect it may cause. Moreover, as
the advertisements are put everywhere, like in newspapers, magazines, billboards,
and in television and radio, thus they should be fully exquisite, prevailing
advertisements that make people effortlessly bear in mind about the product
advertised,