The War On Smoking Term paper
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The war on smoking has existed for decades. With the
advent of more tenacious laws prohibiting smoking in public
locations, and most recently Minnesota s historic tobacco
settlement, many actions against Big Tobacco have become more
successful. Anti-smoking campaigns have become more
confrontational, directly targeting tobacco companies in an
effort to expose its manipulative and illegal marketing tactics.
On the surface, last November's $206 billion settlement
agreement between the tobacco companies and 46 states looks like
a serious blow for Big Tobacco. In addition to the money, it
contains some important concessions: a ban on outdoor
advertising, limits on sports sponsorships and merchandising, no
more "product placement" in movies, and they have to close the
Tobacco Institute and other instruments. And Joe Camel - along
with all other cartoon characters - is gone for good.
Yet this did not hurt the tobacco industry's ability to
sell cigarettes. On Nov. 20, the day the attorneys general
announced the settlement, the stock of the leading tobacco
companies soared. After all, the Big Four tobacco makers will
pay only 1 percent of the damages (at most) directly; the rest
will be passed on to smokers through higher prices. Since many
states are already figuring the settlement money into their
budgets, this puts them in the odd position of depending on the
continued health of the tobacco industry for their roads,
schools, and hospitals.
Punishing the industry, in other words, doesn't
necessarily address the root of the problem - reducing demand
for cigarettes. And that won't go down until we all face the
fact that smoking is once again cool. In the 1980s, scarcely any
teenagers smoked. However, according to the Centers for Disease
Control and Prevention, teen smoking rose 73 percent from 1988
to 1996.
As long as movie stars like John Travolta and Uma Thurman
flirt gorgeously through a haze of cigarette smoke, as long as
it drifts through all the right nightclubs and bars and
hang-outs - not to mention the magazines and posters and
billboards - teenagers will find ways to smoke, no matter how
many public service announcements or laws are written to stop
them. Most of these kids know that smoking fills their lungs
with toxins like arsenic, cyanide, and formaldehyde. They'll
even recite the statistics to you: Smoking kills over 1,000
people a day in this country alone, and is far deadlier, in
terms of mortality rates, than any hard drug. And then they'll
blow their smoke into your face.
The only way to get any leverage with teenagers is to
return fire with fire, taking on the various influences that
make smoking seem attractive. We need, in other words, to find
new ways to make smoking look ridiculous.
John F. Banzhaf III had no particular animosity toward the
cigarette companies when he sat down in his Bronx home on
Thanksgiving Day 1966 to watch a football game with his father.
He was struck by a cigarette commercial that seemed to glamorize
a habit that both his parents practiced. While at Columbia
University School of Law, Banzhaf had studied the ''fairness
doctrine,'' a Federal Communications Commission policy that
required broadcasters to offer free air time to opposing views
on controversial public matters. He wondered whether the
doctrine could be applied to cigarette advertising. It had never
been applied to commercials before, but the FCC ruled in
Banzhaf's favor. By 1967 broadcasters were airing one
anti-smoking ad for every four cigarette ads, on prime-time
television.
Bleary-eyed football fans who managed to hang on beyond
the last bowl games witnessed history 90 seconds before midnight
on New Year's Day 1971 when four Marlboro cowboys galloped into
the TV sunset. From then on, cigarette companies would never
again be allowed to advertise their wares on television or
radio.
Between the years of 1967, when the anti-smoking ads first
aired on television, and ending in 1970, when they went off, per
capita cigarette consumption dropped four years in a row -
something that had not happened since the turn of the century.
Naturally, there were other reasons for this decline, but
researchers tend to agree that the ads were a powerful factor.
They also permeated the culture in ways that can't be
quantified, making people less likely to associate cigarettes
with glamour. In Hollywood movies, where smoking had been
seemingly mandatory for decades, cigarettes disappeared like the
hats from mens' heads....
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