• Research Paper on:
    Verifying Advertising Claims/ Anti-smoking Campaigns

    Number of Pages: 6


    Summary of the research paper:

    A 6 page research paper that addresses the fact that claims are frequently made in advertising that have not been proven with empirical evidence. Relative to this, the writer examines an ad that has been featured in national anti-smoking campaigns relative to its efficacy and proposes a research study that could verify whether or not the ad is true. Bibliography lists 5 sources.

    Name of Research Paper File: D0_00xsmoke.rtf

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    or not the ad is true. Bibliography lists 5 sources. 00xsmoke.rtf Verifying Advertising Claims/ Anti-smoking Campaigns ? May, 2000 ? for more information on  using this paper properly! Introduction: the need for this study One of the current television advertising campaigns aimed at preventing adolescent consumption of tobacco stresses the influence of parents  on a teenagers decision to smoke. The ad is aimed at parents and states unequivocally that if a parent will sim!ply talk with an adolescent about tobacco use?the adolescent wont  smoke. While clearly this ad is well intentioned and has a high purpose, the question remains as to whether or not it is true. Do parents really have that significant  an influence over adolescent behavior? The ad doesnt suggest that maybe it will work, or that teens need facts to make a decision. It states emphatically that this tactic will  work. If this is true, then the ad is effective. However, if this ad is not true, then the advertising dollars being spent on this campaign would be better spent  on ads with another slant The airwaves are full of claims from advertisers and others that are not based on empirical evidence but rather on assumptions as to what will  motivate the public to pursue a course of action or buy a certain product. While most of these claims are innocuous (this product is better then that product, etc.) commercial  spots that are designed to influence adolescents on !decisions affecting their health can have considerable significance; therefore, these claims should be based on empirical evidence as to their effectiveness.  Otherwise, despite the best intentions of the organizations sponsoring these ads, they will not achieve their goals. A literature review on this subject locates this ad in relation to 

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