PSHE – Tobacco Education
Smoking – Image, the Media,
Marketing and Advertising
Yr 9 Lesson 2
PSHE – Tobacco Education
Lesson Objectives:
• To understand some of the strategies used
in marketing campaigns and advertising.
• To be aware of how image and
stereotyping can be used in the media.
• To have an awareness of the function and
purpose of marketing and advertising.
PSHE – Tobacco Education
Intended Learning Outcomes:
Pupils will have:
• Discussed reasons behind ‘successful’
advertising campaigns.
• Designed an ‘Anti-Smoking’ advert using
techniques considered during the lesson.
PSHE – Tobacco Education
Success Criteria:
• Recognise at least 3 adverts which have
used stereotypical images to enhance the
appeal of their product.
• Name some of the techniques used in
advertising.
• Understand how people can be
influenced by marketing and the media.
PSHE – Tobacco Education
Does advertising work?
What makes you think this?
What evidence do you have to
support your thinking?
PSHE – Tobacco Education
What elements are required for a
successful advertising Campaign?
Below are some general strategies frequently applied to
marketing and advertising, these basic tactics can be
found using any search engine.
• There must be a list of benefits – you will
become smarter, faster, fitter, richer …
• There must be a feeling of urgency – order
today because it will make you reach
your goals.
• The customer must be told what to do –
order now – must respond today …
PSHE – Tobacco Education
Activity
PSHE – Tobacco Education
Tobacco Advertising
• Tobacco advertising began as far back as
1789 with the publication of a poster
depicting a native American smoking a clay
pipe.
http://news.bbc.co.uk/1/hi/uk/2350035.stm
• It was not until the 1950s that the first health
warnings began, as the link between
smoking and lung cancer had been
discovered.
http://www.gasp.org.gg/history-of-smoking.htm
PSHE – Tobacco Education
• Cigarette advertising on UK television was
banned on 1st August 1965, but tobacco
companies have found other ways of
promoting their products; commercials for
loose tobacco and cigars continued until
1991
http://www.ash.org.uk/files/documents/ASH_124.pdf
• In 1982 The British Medical Association
asked the Government to ban all forms of
tobacco advertising.
PSHE – Tobacco Education
• Following the King’s Cross underground
fire in 1987 smoking and tobacco
advertising was banned on the London
Underground.
http://www.gasp.org.gg/history-of-smoking.htm
• There has been much research to show a
clear link between tobacco advertising
and smoking.
PSHE – Tobacco Education
• It has been found that tobacco
advertising has more of an effect upon
children and young people than it does
on adults.
• The Tobacco Advertising and Promotion
Act came into effect on 14 February 2003
banning most forms of advertising.
http://www.ash.org.uk/files/documents/ASH_525.pdf
http://www.opsi.gov.uk/si/si2010/draft/ukdsi_978011149197
3_en_1
PSHE – Tobacco Education
• Tobacco advertising was a major feature in
many sporting events, tobacco sponsorship
was banned in UK sporting events in 2003.
• Health awareness, public opinion and the
introduction of laws such as the Tobacco
Advertising and Promotion Act 2002 have
helped to reduce the percentage of young
people regularly smoking from 10% in 2001 to
6% in 2009. In the same time frame the
number of young people who do not smoke
has increased from 56% to 71%.
Smoking, Drinking and Drug Use in England 2009
http://www.ic.nhs.uk/webfiles/publications/Health%20and%20L
ifestyles/sdd2009/SDD_2009_Report.pdf
PSHE – Tobacco Education
Which cigarette brands are
you aware of?
How do you know about
them?
What marketing techniques
are being used?
PSHE – Tobacco Education
Activity - Use your knowledge to design an
Anti-Smoking advert.
•
•
•
•
What do you know about:
the long and short term health effects?
the environmental effects?
the cost of smoking?
advertising and marketing strategies?
PSHE – Tobacco Education
By the end of this lesson, I will :-
Recognise at least 3 adverts which
have used stereotypical images to
enhance the appeal of their
product.
Lesson
2
Name some of the techniques used
in advertising.
Understand how people can be
influenced by marketing and the
media.
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