Smoke gets in your mind3

1Running head: SMOKE GETS IN YOUR MIND

Smoke Gets in Your Mind: A Semiotic Analysis of AntismokingAdvertisements

And

The Implications for Young Adults

Charles A. Michelson

Lynn University

Authors Note

Charles A. Michelson, Student, Department of Political Science, Lynn University

I wish to extend many a debt of thanks and appreciation to Dr. Erika Grodzki for her continuous support and advice

2SMOKE GETS IN YOUR MIND

Correspondence concerning this article should be addressed to Charles A. Michelson

Lynn University: 3601 N. Military Trail, Boca Raton, Florida, 33431

Contact: [email protected]


Abstract

In society today, youth must combat the many obstacles which are

constantly bombarding them from all directions .When it is considered

one of most substance risks which is present in a teens life is

smoking. According to Center For Disease Controls Facts sheet on

smoking nationwide reported that, “ 18.1% of all high school students

smoked”(CDC 2013). This frightening statistic gives credence for

answer to be obtained as to why this is occurring. One way in which

society is beginning to answer this question is through the use of

anti-smoking advertisements. Furthermore studies of these anti-smoking

campaigns and advertisement have shown to have effective results

(Beiner, Ji, Gilpin, and Albers 2004). This study will utilize a

semiotic analysis of three Anti-smoking advertisements directed

towards young adults in order to find details which may or may not be

persuasive in curtailing smoking habits in young adults. In conclusion

of the study, implication for the future will be drawn for the

determining how future research in this area will be effective in

shedding light on the to the effectiveness of anti-smoking

advertisements.

Keywords: antismoking, Advertising, young adult, symbolism, ques

4SMOKE GETS IN YOUR MIND Introduction

In 2013, 443,000 people died of Lung Cancer and other smoking related

illnesses (CDC 2013). This statistic is an increase from 6 year

before, when they report that 440,000 Americans had died of smoking

related diseases (Smith and Stutts 2006). In examining this statistic,

the number of smoking related illness increased by 3,000 deaths. This

heightens the need for research in the efforts to examine the many

ways of curtailing the deaths by using antismoking advertisements.

Advertisements are one of the most effective ways to send a message.

The antismoking campaigns began in the 1980’s and have continuously

narrowed to antismoking advertisements to be directed towards teens

and young adults. This has proven to be effective as according to

Lancaster and Lancaster it noted that, “Although teen smoking still

remains a problem, the number of teenagers who smoke has continued to

decline at least encourage youth not to smoke”(Lancaster and Lancaster

2003). This brings to light the possibility of whether or not the

semiotics analysis of antismoking advertisements has a role to play

in reducing the number of teenager who smokes. The question is put

forward , of whether there are any common similarities among visual

and written ques in Antismoking Advertisements directed toward young

adults.

5SMOKE GETS IN YOUR MIND H0: Antismoking advertisements, which feature and are directed towards

young adults do not have any similarities in common within

advertisements, which contain both visual and written ques

H1: Antismoking advertisements, which feature and are directed towards

young adults do have common similarities within advertisement, which

contain

Literature Review

As previously, noted extensive research has been conducted on this

topic alone. Research has shown antismoking ad should target the

previous idea that the individual had about cigarettes (Smith and

Stutts 1999). Furthermore, advertising strategies should be less

centered around negative connotation as it creates the opposite effect

on the individual who is smoking (Wolberg 2006). This fact, which

Wolberg notes, is enforced by the idea that an individual who is

younger will be motivated differently than an young person who is in

6SMOKE GETS IN YOUR MIND college. Pechmann and Ratneshwar consider the idea of antismoking and

perception of the smoker in relationship to the intelligence of the

smoker, and this further supports Wolberg (Pechmann and Ratneshwar

1994). Furthermore analysis of antismoking by Stutts and Smith shows

that targeting with antismoking advertisement over a specific period

of time, has a specifically effective on certain groups (2006 Smith

and Stutts 2006). Hye-Jin-Paek research agrees with that of Wolberg,

as Dr. Peak’s study examines the effectiveness of anti-smoking

education. Dr. Paek concludes that depending upon the age, specific

methods of delivery of antismoking messaging is needed (Paek 2008).

Dr. Yeung Jo-Kim examines the different ways that these antismoking

advertisements are marketed with specific attention whether they are

commercial or health related (Yeung-Jo Kim 2006). The study which

Lancaster and Lancaster conducted a study in which they related

teenager’s responses to cigarettes in magazines and that by removing

the cigarette ads from the magazines may show a reduction in smoking

in teens (Lancaster and Lancaster 2003). According to smith and Stutts

a key to antismoking advertisement and its effectiveness is how the

nature of what kind of effects and the time constraints associated and

how effective they are (Smith and Stutts 2003). Similarly

Michaelidou, Dibb and Ali note that short-effects of smoking have

greater wait on the reduction, stopping and prevent of young adults

7SMOKE GETS IN YOUR MIND to smoke(Michaelidou Dibb and Ali 2008). The significance of one

particular study helped to compare my work to the other studies

One of the most significant article is similar to the research which

is being conducted by Terry-Mcelrath et al. (2005) have researched a

in a similar area as the present study. Within their study it was

shown that “thematic and executional” details indicated that more

relatable or socking information was far stronger in being

absorbed by the audience. Also the study can be linked in the

present study as this present study examines whether or not

similarities arise among antismoking ads and that of Terry-

Mcelrath’s evidence shows that All antismoking ads are different

in how the y are received by adolescents. These studies all help in

supporting the theory which had been put fourth of whether or not a

similarities in Antismoking Advertisement direct toward teens exist.

In examining this question it is possible to obtain a better

understanding of what research should be looking for in antismoking

advertisements and the necessity for both content and semiotic

analyses.

Methods

The following study utilized a Semiotic Analysis of three Antismoking

Advertisements, which were directed towards young adults. Each image

8SMOKE GETS IN YOUR MIND was selected for the fact that the individual within the advertisement

should characteristics which would signify them as a young adult. The

images were than then given titles to distinguish the difference of

the image when conducting the semiotic analysis. The purpose was to

determin whether or not each of the advertisements shared

similarities within both the visual and written ques which appear in

the advertisement. The term semiotics according to Thomas Streeter

semiotic is defined as , “…the study of signs, symbols, and

signification…” and furthermore, “it is the study of how meaning is

created , not what it is” (Streeter 2002). As series of question were

utilized in order to obtain the results these question were

specifically centered around advertisements. The utilization of

Semiotics in this case helped in answering, whether or not there were

any similarities between the three of advertisements.

Results

In conducting the semiotic analysis, the information, that was

gathered shows that there is are similarities between antismoking

advertisements which are targeted at young adults , when they both

have visual and written ques. One similarity is that the presence of

the words are usually in the same place. Each of the advertisement

usually has one symbol within their advertisement and this helps in

9SMOKE GETS IN YOUR MIND grounding the concept. The position of the heads are all in the middle

or near the middle of the page. This helps in lending support to the

hypothesis. The three images also contain a great number of

similarities in terms of use of space within the advertisement. The

similarities in each of these antismoking advertisements directed

toward young adults helps shows that when both visual and written ques

are present that there are in fact similarities between the

advertisements, and not just the fact that they are antismoking

advertisements.

Limitations

The limitations, which are present within this current study, prevent

it from having any quantify data as it is of a qualitative nature,

which prevent the possibilities of making inference about the

similarities with in the advertisements. Furthermore, the number of

advertisements, which were used, could have been larger. This study is

further limited by not having the human reaction to the advertisement.

This qualitative responses to the advertisement, would add a layer of

depth to the study, which could bring about a different set of

results. It also could have been the possibility to utilizes different

advertisements for the semiotic analysis as the three, which were

selected were not necessarily the best advertisements directed at and

10SMOKE GETS IN YOUR MIND for young adults. This study in all though was a successful as it was

able to show that similarities are present in antismoking

advertisements which are directed at young adults.

Implications

From this study it is possible to draw new ways of investigating the

symbolism within the antismoking advertisements which are directed

toward teens. Another aspect, which this study has shown is that the

basic message, which the advertisement has, is that smoking is

detrimental to one’s health. This however is addressed differently in

each of the advertisements. The another aspect which this study has

revealed is the differentiation within the advertisements in the

appeal and this also helps to identify what the advertisement is

saying . This study also shows that the similarities are not

obvious , which is a key for future research. The most significant

contribution is that there are connections, which can be made within

Antismoking advertisements , through the similarities when the

presence of written and visual ques with antismoking advertisements

directed to young adults.

Future Studies

11SMOKE GETS IN YOUR MIND In the future the use of a larger sample size would be able to show

whether or not there are connections which can be quantified. Another

aspect which would be possible for the future would be using a

content analysis as oppose to a semiotic analysis. This would allow

for hard data to be obtained and the possibility for that data to be

quantified. From that correlations could be made from the data which

was collected. Also the possibility of conducting a survey would be

beneficial to verify whether the data which was collected is an

accurate representation of what the population thinks of the

antismoking advertisements. This study has been able to see that there

are similarities to advertisements which are directed to young adults,

when the ad has booth written and visual cues and from that there is

now the possibility for future research to be conducted.

12SMOKE GETS IN YOUR MIND References

Ashcraft. K(n.d.) Kill a Cigarette Save a Life…Yours. Retrieved Dec 1 2013,

from http://www.micahrushdesign.com/2011/04/advertising-

campaigns.html

Center for Disease Control and Prevention . (2013). Tobacco Control State

Highlights 2012.(N/A). Atlanta : US. Department of Health and Human

Services, Center for Disease Control and Prevention, National

Center for Chronic Disease Prevention and Health Promotion,

Office on Smoking and Health. Retrieved

http://www.cdc.gov/tobacco/data_statistics/state_data/state_highl

ights/2012/

Kim, Y. J. (2006). The role of regulatory focus in message framing in

antismoking advertisements for adolescents. Journal of

Advertising, 35(1), 143-151.

Lancaster, A. R., & Lancaster, K. M. (2003). Teenage Exposure to

Cigarette Advertising in Popular Consumer Magazines-Vehicle

Versus Message Reach and Frequency. Journal of Advertising, 32(3), 69-

76.

Michaelidou, N, Dibb, S, Ali, H (2008) The effect of health, cosmetic

and social antismoking information themes on adolescents' beliefs

http://www.cdc.gov/tobacco/data_statistics/state_data/state_highlights/2012/

http://www.cdc.gov/tobacco/data_statistics/state_data/state_highlights/2012/


about smoking, International Journal of Advertising, 27(2), pp.235-250,

ISSN: 0265-0487.

NHS .(2007). Get Unhooked. Retrieved Dec 1 2013 from

http://www.rb.ru/blog/olga_danilova_ads/delo-tabak/489524.html

Paek, H. J. (2008). Mechanisms through which adolescents attend and

respond to antismoking media campaigns. Journal of

communication, 58(1), 84-105.

Pechmann, C., & Ratneshwar, S. (1994). The effects of antismoking and

cigarette advertising on young adolescents' perceptions of peers

who smoke. Journal of Consumer Research, 236-251.

Smith, K. H., & Stutts, M. A. (1999). Factors that influence

adolescents to smoke. Journal of Consumer Affairs, 33(2), 321-357

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14SMOKE GETS IN YOUR MIND Streeter, T. (2002). Definitions. Retrieved from the University of Vermont

website

http://www.uvm.edu/~tstreete/semiotics_and_ads/terminology.html

Terry-McElrath, Y., Wakefield, M., Ruel, E., Balch, G. I., Emery, S.,

Szczypka, G., ... & Flay, B. (2005). The effect of antismoking

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Tovbina.M.(2008)Think it Makes You Pretty.Retrieved Dec 1 2013 from

http://www.advertolog.com/csi/print-outdoor/lipstick-12411505/

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http://www.uvm.edu/~tstreete/semiotics_and_ads/terminology.html


Figure 1 This is a antismoking advertisement by Kelly Ashcraft. The Image above the effects of smoking. As displayed above the figure depicts the smoke emanating from the cigarette making the image of a gun. The photo is black and white. The subject is male.


Figure 2 This image comes from NHS or National Health Service. In the image a young adult female has a hook in her lip. The image is in color. The emotion is one of discomfort.


Figure 3 A young woman is present. She has blond hair. She is in ber twenties. She is Utilizing the Cigarette as tube of lipstick. The phrase states,”Think it makes you pretty?”.

Smoke gets in your mind3

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