rage American citizen feel he can relate to the people in the advertisement. For instance, an advertisement in Men’s Health depicted a family camping trip with a honorable father smoking while singing around a campfire to his kids. Also, an additional promotion that was found in this magazine was a healthy in shape man smoking. This is an unrealistic situation for healthy and well-respected fathers. Another way people are shielded from the negative reality of tobacco use is through celebrities. This is called testimonial techniques of propaganda. Testimonial technique is an extremely important and controversial method. This technique is when a celebrity or notorious person gimmicks people into the product by making it seem better because they use it or promote it. One example of this is Emmit Smith using chewing tobacco. His slogan, “ Pinch between your cheek and gums”, is catchy and appealing to football fans. This is a extremely unhealthy promotion for young athletes. The catch with a testimonial technique is it might appear as though the celebrity enjoys a product when in reality he/she has never touched it. The last technique of propaganda is Bandwagon. The bandwagon technique makes people feel like they should go along with the crowd. This technique usually succeeds because most people have a deep desire not to be different. Basically, the idea here is they all are doing it, so should I. A good model of this technique is a slogan by Newport “America’s number one cigarette choice.” Also, “Capris are preferred two to one over Kools” said one billboard. As society realizes the negativity of the product it shows much initiative to stop the advertisement and distribution of cigarettes. A group called Truth has been started. It shows realistic effects of tobacco. The commercials and advertisement have a deep impact and make a strong impression on the public. Also, the Surgeon General war...
