Decode the Marketing Message

SIZING UP E⁠-⁠CIGARETTE MARKETING

One factor that people think contributes to the increase in teen vaping is the way e⁠-⁠cigarette companies promote their products. Follow the steps below to uncover the misleading ways e⁠-⁠cigarettes are marketed to teens.

Magazine: The Risks of Vaping

Vaping 101

1. RESEARCH

You will need to find two different advertisements for any product (other than e⁠-⁠cigarettes). These may include magazine ads, photos of billboards, or links to television or internet ads. You should choose one ad that you think is aimed at adults and one designed for teens.

2. ANALYZE THE MESSAGE

Analyze the messages delivered by the ads by answering the questions below within the corresponding text boxes:

What features (i.e., bright colors, celebrities, catchy songs, etc.) do advertisers use to attract attention?

How is an advertisement for adults different from one aimed at teens?

What platforms might advertisers use to reach adults versus teens or tweens (e.g., TV, internet/social media, magazines)?

How can an advertisement be misleading to a potential buyer?

3. DECODE THE MARKETING MESSAGE

E⁠-⁠cigarette companies often use advertising tactics that are misleading. Many companies try to persuade consumers that these products are beneficial to their health when they may not be. Answer the following questions within the corresponding text boxes to analyze how e⁠-⁠cigarettes are marketed and why the images and methods used by companies may encourage teens to try e⁠-⁠cigarettes.

E⁠-⁠cigarette ads and packaging often include images of candy, bright colors, and images of "cool" people. Do you think these features are designed to attract the attention of youth or adults? Explain.

Some e⁠-⁠cigarette companies, such as Juul, have partnered with social media influencers who have large numbers of followers on apps like Instagram. Some influencers are paid to promote e⁠-⁠cigarettes by talking positively about them in their posts. How do you think this might impact the number of teens who try e⁠-⁠cigarettes?

How might the images and advertising methods used by e⁠-⁠cigarette companies mislead people of all ages into thinking these products are safe? Use specific examples to support your answer.

In 1970, the U.S. government passed the Public Health Cigarette Smoking Act, which banned tobacco companies from advertising cigarettes on radio and television. What do you think was the goal of this law?

4. KNOW THE REALITY

Now that you know the tactics that e⁠-⁠cigarette companies use to make their products more appealing to vulnerable populations, read the below credible resources to learn the facts about how vaping and e⁠-⁠cigarettes harm your health. While you read, think about what you are told in the ads versus what the scientific facts are.

5. CREATE YOUR OWN AD

Use what you've learned to create your own ad that educates teens on the harms of vaping.

Think about what platform would be most effective for reaching youth, such as posters, TV ads, blog posts, social media, or magazine ads. Make sure your ad grabs your audience's attention.

Which platform will you use for your project?

Posters
TV Ads
Blog Posts
Social Media
Magazine Ads

Which audience will your project reflect on?

Tweens
Teens
Adults

What will your marketing message be?

Student Name:

VAPING PREVENTION & EDUCATION