Ever since the late 1960s, anti-smoking advertisements have been broadcast on television, radio stations and throughout the media. In our modern day, with vaping becoming increasingly popular amongst adolescents, these advertisements are more prevalent than ever. However, many have debated how effective these advertisements are. To determine this, it is necessary to look at exactly what message these advertisements are trying to convey.
According to a study conducted by researchers at the University of Georgia, vaping prevention advertisements can effectively reduce the susceptibility to vaping among adolescents if they are evidence-based. Both health harms and addiction-themed advertisements were equally effective. This makes sense, as well-designed advertisements are the ones that address the health concerns and risks that come with smoking. Hence, in spreading information that causes the viewer to panic and fear smoking, the advertisement is more likely to be effective.
However, the problem is that many modern vaping ads don’t do that. Instead, their messages are accompanied by bright colors, upbeat music and animations. So, while they don’t directly promote smoking through their words, indirect and more subliminal messages may paint smoking as comforting and enjoyable. This type of marketing has become especially prevalent in more recent years, whereas in the early 2010s, advertisements were more informative, emotional and visceral. Popular anti-smoking advertisements depict some graphic imagery and informative consequences. For example, they vividly and illustratively depict the negative side effects of smoking, such as dry skin and wrinkling, hair loss, tooth decay and neck stomas. Additionally, they invoke emotion through telling real tragic stories of former smokers who faced severe consequences. A textbook example of this is the famous Debi Austin “Voicebox” advertisement. In this commercial, Austin, a woman who had struggled with nicotine addiction, demonstrates the dangers of smoking through her own experience. She developed cancer in her larynx, leading to a large neck stoma. In the commercial, she needs a voice box to even speak. This advertisement, among many others, uses real and personable stories to make the audience sympathize with smokers and want to do everything in their power to avoid facing the same consequences. They are informative and convey a clear anti-smoking message, which is extremely different from more modern approaches.
More recent anti-vaping ads have bright colors and music and talk about the fun flavors that vapes come in. In a 2021 advertisement, flashy blue and yellow designs cover the screen while the narration says, “Sadness: Now in Cookies & Cream!” While the apparent message of the advertisement is that vaping can cause depression, by being so vibrant and talking about the exciting flavors that vapes come in, it seems to put a more appealing image of nicotine in the viewer’s mind. If we had more advertisements that are emotional and informative, such as the Debi Austin one, perhaps they could be more effective. Instead, they have become more showy and extravagant, which causes them to lose sight of the actual message.
Additionally, it is noteworthy that many advertisements and campaigns spread fear and ignorance instead of information. They work to place responsibility on the individual themselves, not having any empathy or providing people with the proper tools to avoid or quit smoking. For instance, DARE (Drug Abuse Resistance Education) and the “Just Say No” campaign use these tactics. Relying solely on fear tactics without addressing the underlying issues may be less effective in promoting informed decision-making and healthier choices among individuals. These fear-driven campaigns tend to oversimplify the complex issues of substance abuse and addiction. By portraying individuals as solely responsible for their choices and villainizing smokers, they neglect the socio-economic factors, mental health conditions and external pressures that can contribute to addiction. This one-size-fits-all approach fails to acknowledge the diverse backgrounds and circumstances that individuals face.
To address the root causes of smoking, a more comprehensive strategy is needed — one that combines education, support and empathy. Without acknowledging these potential factors of addiction, campaigns may risk perpetuating stereotypes and stigmatizing those who struggle with addiction. This neglect will inevitably lead to less people being able to relate to anti-vaping advertisements. Because of this, people may not be able to resonate with them and act on their messages, even if they are technically good.
Laila Sayegh, FCRH ’27, is a political science major from Congers, N.Y.
