This lesson helps students understand the role the media plays in promoting the use of tobacco products.
Intended Learning Outcomes
- Determine media influences on perceptions and choices related to health.
- Identify advertising techniques used in advertising (particularly tobacco advertising) and the consequences of "buying into" various advertising schemes.
- Create an anti-tobacco ad advocating a tobacco-free lifestyle.
Lesson at a Glance
- Students complete a short survey
- Identify and discuss different types
of advertising techniques.
- Students create anti-tobacco ads.
- Students share their ads with the
Introduction (Setting Focus)
- Survey the class about the impact of advertising on their personal
lives. Many students will say "none," or "not much."
- Distribute the "Do These Slogans Ring a Bell?" handout and have
students complete it, or read through the handout and let the class
- Discuss how advertising impresses messages into our head which
can be triggered with a few simple words.
- Display the poster "Advertising Techniques" and discuss each of the techniques described. Use
various advertising examples and decide as a class which of the techniques are being used in the
- Discuss what kinds of advertising students think are the most effective in persuading people to
use a product.
- Discuss how techniques of advertising can be used to both encourage and discourage people
from using a product, like tobacco.
- Discuss what kinds of advertising might be effective to discourage underage persons from using tobacco.
- Students develop an ad that does one or more of the following:
- Show the advantages of being tobacco free.
- Portray the negative effects of tobacco (bad breath, stained teeth).
- Help convince young people not to use tobacco.
- Show advantages of quitting and encourage smokers to get help and quit.
- Show that most youth don't use tobacco.
- Using tobacco isn't glamorous and doesn't improve performance.
- Using tobacco in any form is addicting and harmful.
- Explain that it's unhealthy to be around cigarette smoke.
- Show the benefits of being tobacco-free.
The ads should be original, creative, and factual.
- Students should use one or more of the advertising techniques.
- Ads should not include name calling or put-downs.
- Ads should present a clear anti-tobacco message.
- Students may create a:
- Poster. (Any three sizes of paper may be used.)
- Radio ad of 30 seconds to 1½ minutes. (Students must write the script.)
- TV ad of 30 seconds to 1½ minutes. (Students create a storyboard using drawn pictures
depicting the visual that goes with the audio, printing the script below each picture. If the technology exists, students may use a camera to
produce the advertisements they have planned.)
- Billboard design. (Student use butcher paper to produce a billboard.)
Closure (Wrap-Up and Extension)
- Each group shares their ad with the class, describing which
techniques they used and how they hope their advertising will affect
- Students vote to determine the best ad for each category (poster, audio and/or video, billboard)
and display the winning poster or billboard. Play the winning radio or television ad for the student
- Utah Department of Health (1-877-220-3466)
- American Cancer Society (1-800-234-0533) for brochures, videos, posters, etc.
- Utah State Office of Education (USOE) (801-538-7713)