The Effects of Pathos, Ethos and Logos in Public Service Announcements Concerning Youth and Tobacco

NO BUTTS ABOUT IT

Submitted toCaryn Lesuma

for English 316

Brigham Young UniversityProvo, Utah

April 15, 2013

by

Lindsey CampbellRoxanne Harmon

Abby McKeon

122 Harold R. Clark BuildingProvo, UT 84602

April 9, 2013

Stephanie MillerPenna Powers Brian Haynes1706 S. Major StSalt Lake City, Utah 84115

Dear Ms. Miller,

We have compiled this technical report that we might submit it to your advertising firm as a useful resource in your upcoming consulting projects. We hope you will utilize this resource as you work on creating public service announcements with local anti-tobacco companies. We have dedicated hours of research and writing in order to polish a formal report about the effectiveness of the rhetorical strategies pathos, ethos, and logos in public service announcements (PSAs) concerning adolescent smoking. We have chosen you as our intended recipi-ent because we believe that you will use our information to benefit the youth of America targeted by the ever-increasing tobacco industry.

The purpose of this report is to assess the use of pathos, ethos, and logos in PSAs to see their effectiveness. In this report, we have provided basic information and tactics regarding each of these rhetorical strategies and analyzed the integration of such strategies. This report, therefore, gives you a concise report that is easy to reference when you consider creating a PSA intended for adolescent tobacco cessation.

Thank you for taking the time to go over our technical report. We believe that our explication of each of these rhetorical strategies and the ways they are implemented into PSAs will be a helpful tool for your company when considering how to most effectively appeal to adolescents and what methods can be used to deter them from un-derage smoking. Please feel free to contact Abby McKeon (e:mckeon.abby@gmail.com. p: (801) 368-3166) with any questions or to request further information.

Sincerely,

Lindsey Campbell Roxanne Harmon Abby McKeon

.......... LIST OF FIGURES

.......... LIST OF TABLES

.......... ABSTRACT

.......... INTRODUCTION

........................ KEY FINDINGS

........................ APPROACH

.......... PATHOS

........................ DEFINITION

........................ HEALTH BELIEF MODEL

..................................... Percieved Severity

.....................................SelfEfficacy

..................................... Cues to Action

........................ INDUSTRY VS NON-INDUSTRY

..................................... Non-Industry: (CDC).

..................................... Industry: Phillip Morris

........................ SUMMARY

.......... ETHOS

........................ DEFINITION

........................ HEALTH BELIEF MODEL

.....................................PerceivedBarriers

..................................... Cue to Action

........................ INDUSTRY VS NON-INDUSTRY

.....................................Non-Industry:Truth®Campaign.

..................................... Industry: Phillip Morris & R.J. Reynolds.

.....................................Industry:“TobaccoisWhack”byLorillard.

.....................................Non-Industry:“Icame,Isaw”.

........................ SUMMARY

.......... LOGOS

........................ DEFINITION

........................ HEALTH BELIEF MODEL

..................................... Susceptibility

..................................... Perceived Effectiveness

........................ INDUSTRY VS NON-INDUSTRY

.....................................Non-Industry:“Think,Don’tSmoke”byPhillipMorris.

.....................................Industry:Truth®Campaign.

........................ SUMMARY

.......... CONCLUSION

........................ CONCLUSION

........................ RECOMMENDATION

........................ OUTSIDE APPLICATION

.......... REFERENCES

.......... APPENDIX

.......... DOCUMENTATION SYSTEM

TABLE OF CONTENTSLETTER OF TRANSMITTAL

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10101011121314141415151515161718181819202324

LIST OF FIGURES

LIST OF TABLES

.......... Figure 1: Terrie Hall Commercial Frame

.......... Figure 2: Truth® PSA Using Ethos

.......... Figure 3: Doctor Recommended Tobacco Ad

.......... Figure 4: Lorillard PSA “Don’t Wipe Out”

.......... Figure 5: Lorillard PSA “Tobacco is Whacko”

.......... Figure 6: Lorillard PSA Using Subliminal Messages

.......... Figure 7: Truth® PSA Using Logos

.......... Table 1: Rhetoric Tools Within the Health Belief Model

ABSTRACT

Theagesof13-18aresignificantregardingtobaccousebecause90%ofadultsmokersstart

duringthisagerange(Schmidt,2013).Theseearlyyearsarelitteredwithpeerpressureandexperimen-

tationthat leadtoanevenmoreseverenicotineaddictionthanthosewhostart later in life(American

LungAssociation,2010).In1998theMasterSettlementAgreementattemptedtoillegalizethetobacco

industry’sadvertisementsdirectedatadolescents.TheAmericanLungAssociationstates,“[theMaster

SettlementAgreement(MSA)]hasnotaccomplisheditsintendedgoalofcurtailingtobaccoexposurein

children.SincetheMSA,theaverageyouthintheU.S.hasbeenexposedto559tobaccoads”(Ameri-

canLungAssociation,2010).ThisstatementshowcasestheweaknessoftheMSAasasolutionand

suggests theneed for a new recommendation in the fight against ineffective advertising concerning

adolescent tobacco use.

Theanswertocontradictingthetobaccoindustry’seffortsissuccessfulPSAs.Thereisevidence

thatwinningPSApromotions,suchasthetruth®campaignhavemadeadifferenceinnumerousyouth’s

decisionsconcerningtobaccouse.Betweentheyearsof1997and2003youthtobaccousedecreased

37%(AmericanLungAssociation,2010).Coincidentally,1997wastheyearthatthetruth®campaign

began.Onestudyconfirmedthisparallelsaying,“[d]escriptivestatisticsshowthatsmokingratesde-

clinedfasterafterthelaunchofthecampaign.Moresignificant,thisresult…indicateda…relationship

between“truth”campaignexposureandcurrentyouthsmokingprevalence.”(Farrelly,Davis,Haviland,

MesseryandHealton,2005).Inotherwords,PSAsaimedatyouthhavethepotentialtomakeasignifi-

cant impact if structured after effective anti-tobacco campaigns, like the truth® campaign.

Inthisreport,weanalyzeethos,pathosandlogosinvariousanti-tobaccocampaignsandconcludethat

amixtureofthethreerhetoricaltoolswillprovidethemeanstoasuccessfulPSA.

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INTRODUCTION

KEY FINDINGS

AccordingtotheCentersforDiseaseControlandPrevention,over50%ofthepeoplewhosmoked

cigarettesforthefirsttimein2004wereunder18yearsold(“WhyAreTobaccoControlandPrevention

Important?,”2011).Notonlydoessmokingcigarettesduringadolescenceresultinteenagerswhoaread-

dictedtosmokingtobacco,butisalsotiedtootherhealthhazardousbehaviorssuchas“high-risksexual

behavior,useofalcohol,[and]useofotherdrugs”(“YouthandTobaccoUse,”2012).Withthisadditional

information,itbecomesincreasinglyimportanttofindasolutionforthisproblemofadolescentsmoking.

Theproductionofhighlyeffectivepublicservicesannouncements(PSAs)couldcontributetodecreasing

negativehealth,social,andmoral issuesinteenagers.Thepowertostop3,900childrenunder18that

trytheirfirstcigaretteeverydaylieswithinthosewillingtomakeachange(“AmericanLungAssociation,”

2010).

Inordertocombatthiswidespreadunderagesmoking,PSAs,fundedbybothtobaccocompanies

andothernon-industrymeans,spendmillionsofdollarseveryyeartocreateposters,commercials,ra-

dio advertisements, etc., discouraging underage smoking. Some argue that PSAs and bans on smoking

shouldnotevenexist.OthersfindthatPSAscosttoomuchmoneyanddonothaveenoughofanimpact

tojustifytheproduction.UnderstandingeffectivemethodsforcreatingPSAsisthekeytoimpressivere-

sults.Usingrhetoricalstrategiesandadiagnosisofvarioushealthbehaviormodels,wearguethatPSAs

canbemademoreeffectiveandthestudyoftheserhetoricalstrategiesandthepsychologyofmultiple

healthbehaviormodelswillleadtoabetterunderstandingofwhatwillappealtoaparticularaudiencethat

canthenbetranslatedandappliedtoavarietyofotherfields.

APPROACH

Forthistechnicalreport,weusedthePurdueOWL(OnlineWritingLab)tounderstandbetterthe

rhetoricalstrategiesusedinwriting.Thefollowingreportprovidesdetailedinformationonpathos,ethos,

andlogosandhowaneffectiveblendoftheserhetoricalstrategiesisoftenmostsuccessfulinpersuasive

writing,speech,graphicadvertisements,etc.AccordingtoAristotlepathos,ethos,andlogosprovidethe

foundationforstrongrhetoric (i.e.persuasion).Wewill lookathowthosestrategiesareusedtocreate

efficaciousPSAs,specificallythoseadsaboutadolescenttobaccouse.Differentstrategies--inspiredby

therhetoricalpathos,ethos,andlogos--areusedinpublicserviceannouncementsbyboththetobacco

industryandcompaniesfundedbyothermeanstotryanddeteradolescentsfrominitialcigaretteuse.

ThistechnicalreportwillalsoexaminethepsychologyoftheHealthBeliefModel,which“hasthe

longesthistoryofall[healthbehaviormodel]theoriesreviewed”(Reddingetal.,2000)andhowitshouldbe

incorporatedintoPSAstomakethemmoreeffective.AccordingtoReddingetal.(2000),theHealthBelief

Modelreliesonaperson’s“perceptionthat:theyarepersonallyvulnerabletothecondition;theconse-

quencesoftheconditionwouldbeserious;theprecautionarybehavioreffectivelypreventstheconditions;

andthebenefitsofreducingthethreatoftheconditionexceedthecostoftakingaction”(p.181).Table1

showsthatmanyaspectsoftheHBMapplytooneormorerhetorictoolsthatareusedinPSAs.

Table 1: Rhetoric Tools Within the Health Belief Model (ElementsoftheHealthBeliefModelassociatedwiththeappropriaterhetoricaltools

usedinPSAs.In-depthevaluationsarediscussedthroughoutreport.)

“No BuTTS ABouT IT”ThE EffECTS of PAThoS, EThoS ANd LogoS IN PuBLIC SErvICE ANNouNCEmENTS

CoNCErNINg YouTh ANd ToBACCo

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ManyPSAsalreadyusepartsofthistheorytocreatesemi-effectiveattemptsatyouthsmokingpre-

vention.However,someassumethatitisnecessarytofrightenteenstofacetheirimmortalityandeventual

demise.Othersbelievethatbytellingteensnottosmoke,theyhavecreatedaneffectivePSA.However,

various anti-tobacco campaigns, including the truth campaign, have found that teens often have a rebel-

liousnatureandtellingthemnottosmokeonlyinspiresadolescentstotrysmokinginspiteofthewarning.

Thisrebellioncouldbestopped,however,ifPSAswouldutilizethetoolsofrhetoricfoundinwriting,

speech,andotherformsofmedia.Itisimportantthateachrhetoricalstrategyistakenintoaccountaswell

asthepurpose,audience,scope,andformatforthePSAs.Thesetoolshaveproducedverypersuasive

piecesofwritingforcenturies,andifincorporatedintoPSAstopreventyouthsmoking,couldhavevery

lasting effects on teens.

PATHOS

DEFINITION

Originally,thetermpathosdescribedanypartofaspeechintendedtoinfluencetheopinionSof

theaudience.Today,pathosisusedasarhetoricalstrategyinavarietyofsettings(e.g.persuasivewriting,

formalspeeches,televisionprograms)andreferstoanysortof“emotionalappeal”(OWL,2013).Dueto

thetragicandsevereconsequencesofsmoking,PSAsoftendrawonviewers’orlisteners’senseofpity,

sympathy,andfear.

HEALTH BELIEF MODEL

Intermsofthehealthbeliefmodel,therearethreeconstructsthatmostappropriatelyapplytothe

useofpathosinPSAs:perceivedseverity,self-efficacy,andcuestoaction.

Perceived Severity.

Perceivedseverityattributesanindividual’sdesiretochangeasaconsequenceoftheindividual’s

understandingofdevelopingcondition’sseverity.InthearticlebyReddingetal.,theyarguethat“anin-

dividual ismore likely to takeaction topreventcancer if s/hebelieves thatpossiblenegativephysical,

psychological,and/orsocialeffectsresultingfromdevelopingthediseaseposeseriousconsequences”

(2000).Therefore,possibleexamplesofhowthisistiedtopathosiswhenPSAscontainmaterialthataf-

fects the individual’s emotions through bringing his or her attention to the seriousness of the situation. A

populartacticistoinspireasenseoffearwithinindividualsastheyvisualizethenegativeconsequencesof

smoking.

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SelfEfficacy.

Thisconstructreferstoanindividual’sdesiretochangeastheresultoftheindividual’s“confidence

in[hisorher]abilitytotakeaction”(Reddingetal.,2000).Confidenceisastrongemotionthatmanyindi-

vidualslack.Therefore,whenaPSAcaneffectivelyinfluenceaperson’sconfidenceandinspirehimorher

tostopsmokingorneverevenbegininthefirstplace,itisevidenceofthesuccessfulimplementationof

pathos.

Cues to Action.

AneffectivePSAthat“increase[s]one’smotivation”canbetiedtopathosbecausepeopleareoften

inspiredbytheiremotionsandpassions(Reddingetal.,2000).Therefore,thecuestoactionconstruct

fromtheHealthBeliefModelreliesonpathostomotivatepeoplebyappealingtotheirsensibilitiesand

emotions.

INDUSTRY vS NON-INDUSTRY

Non-Industry:CentersforDiseaseControlandPreventionCampaign(CDC).

Whenanadolescenthearsstatisticsaboutsmoking,theymaybeinitiallyinterestedinthefactsand

figuresoftheissue,butanotherstrategyistoappealtotheaudience’spathos.Anexampleoftheappeal

toteenagepathosintoday’ssocietycanbefoundinthevariousadsthatarepartoftheCenterforDisease

ControlandPrevention’s(CDC)TipsfromFormerSmokerscampaign.Oneofthemostwidelyusedads

is a short commercial found on both the television and radio starring Terrie Hall, a victim of throat and oral

cancer due to her lifelong smoking addiction.

Terrie’sstoryexhibitsaneffectiveuseofpathosbecauseitbeginswithanarrativeaboutTerrieas

“aprettycheerleaderwhocompetedonthecheercircuit”(CDC,2012).However,asaconsequenceof

havingafatherandfriendswhosmoked,Terriesoonbecameaddictedandeventuallysmokeduptotwo

packsaday(CDC,2012).

ThestoryofTerrieHalltakesatragicturnwhenTerriewasdiagnosedfirstwithoralcancerandthen

laterwiththroatcancerin2001.Asaresult,herlarynxwasremovedandtoday,anelectrolarynxiswhat

makesspeechpossibleforTerrieandhercancerisstillahealthconcern(CDC,2012).Notonlydoesittell

thestoryinwords,butviewersaregiventhechancetowatchavideosothattheymayhearhervoiceand

gainanaudibleandvisualwitnessofthenegativeconsequencesofsmoking.

Terrie’sstory isaneffectiveuse

of pathos in a PSA because it elicits a

senseoffearandsympathyforthecan-

cervictim.Figure2showsTerrie,weak-

enedfromyearsofsmoking.Hergaunt

face and balding head elicit a combina-

tionof emotions from the viewer (e.g.

sympathy,disgust,fear,pity).Bygiving

her a nameanda sad story, the cre-

ators of the PSA are targeting individual’s compassionate feelings in an attempt to discourage smoking.

Theadsthat includeTerrie’sstatisticsabouthowyoungshestartedmayalsoinvokeasenseoffear in

teenviewersandlisteners.UtilizingtheHealthBehaviorModelconstructofperceivedseverity,theCDC

usestheseadstospeeduptheprocessforyoungsmokersandinspireasenseoffearandrealitywhen

considering their futures. The use of pathos in this advertisement

Industry:PhilipMorris,USAad.

Anexampleofanadthatdoesnotusepathosinthesamesuccessfulmannerisoneproducedin

2003byPhilipMorris,oneofthemostprominenttobaccocompaniesintheUnitedStatesofAmerica.

Figure 1: Terrie Hall Commercial Frame (TerrieHallisaspokewomanagainsttobaccouseandhasappeared

inmanyPSAs.)

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ThethirtysecondcommercialfeaturespopsingerJesseMcCartneyofferingacigarettetoayoung

girl.Theinvitationispartofaflashbackthatthegirlhaswhiletalkingtoherdadonthewayhomefroma

party.Theaddepictsthegirlasayoung,healthy,funteenagerwhohadagoodtimeatapartyandkept

apromisetoherdadbynotacceptingthecigarette.Asenseoflight-heartednessandfuncomesquick

imagesfromtheparty,aswellasthegirl’sjokingnaturewhensherespondstoherdad’sconcernedques-

tionsaboutdrinkingandsmoking.Sheprovidesshort,terseanswerstoherfather’sinitialquestions,but

whenheasks,“Nosmokingordrinking,likewesaid,right?”shebecomesgood-naturedandupbeatas

sheplayfullyelbowsherdadandresponds,“Daaad,”whilechuckling.

Althoughthisaddepictsyouthrefusingtoparticipateinunderagesmoking,theadismoredirected

atparentsandputstheresponsibilityonthemtopreventtheirchildrenfromunderagesmoking.Thisisan

ineffective use of pathos because it does not communicate the seriousness of underage smoking. The

messagetoteenviewersismorealongthelinesofhowparentswilltrytofindoutdetailsaboutyourper-

sonallifewhenyouarejusttryingtohaveagoodtimeasayoungadult.Thead’schoicetouseJesseMc-

Cartney,whoalreadyhadareputationasacute,loveablepopstarby2003,showsthattheadisconfusing

theirviewersbypresentinganattractiveyoungmaleofferingthecigarette.Aconvolutedmessageissent

toyoungteensthatwatchthisadbecause,foryounggirls,thereisaveryhighchancetheywillfindJesse

McCartneyattractiveandinterprethisactionsashimbeingan

advocate for smoking.

Therefore,althoughtheuseofpathosisevidentwithin

thead,when it is examined through the lensof theHealth

Belief Model, it becomes clear that there is not a perceived

severityandthecuetoactionisdirectedattheadultsinstead

ofchildren.WhentakingintoconsiderationthefactthatthisadwasproducedbyoneofAmerica’slargest

tobaccocompanies,itisunderstandablewhytheyhavecreatedthistypeofad.

Thelawrequiresthemtoproduceadvertisementsthatcontributetoadolescentsmokingcessation;

it does not require them to use pathos in the most effective manner possible.

SUMMARY

Theuseofpathosisapowerfultoolofpersuasion.However,itisimportantforindividualstorec-

ognize the techniquesusedbycompanies thatare in the tobacco industryand thosecompanies that

useotherfundingbecausetheyusepathosinverydifferentways.Byusingpathoseffectivelyandclearly,

companiesreallyinterestedincombatingadolescentsmokinghaveacompellingtoolattheirdisposal.

“ The ad’s choice to use Jesse McCartney, who already had a reputation as a cute, loveable pop star by 2003, shows that the ad is confusing their viewers by presenting an

attractive young male offering the cigarette. ”

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ETHOS

DEFINITION

EthosisalsoaconstructofAristotelianrhetoricaltheory.Thismethodofpersuasionfocuseson

credibilityviathecharacteroftheauthor.Acommonformofpublichealthethosreferstotheuseofdoc-

tors.Doctorsarecredibleandcandeemamessagetrustworthy.Ethoscanalsobepresentedthrough

appearance.Attractivenessorappropriateattirewillaffectethos(Moore&Reinardy,2012).Boththeto-

baccocompaniesandanti-tobaccogroupsuseethostobuildtheircredibilityanddestroythecredibilityof

their opponents.

HEALTH BELIEF MODEL

Twoconstructsofthehealthbeliefmodelsynergizewellwithethos:perceivedbarriers,andcueto

action.

PerceivedBarriers.

Perceived barriers relate to an individual’s thoughts on the obstacles related to an action and the

consequencesofinaction.Ifanon-conformistteensmokerfeelsthatquittingwouldeliminatetheirneed

torebelagainstthemainstream,aneffectiveadmightpointouthow“consumerist”smokingreallyis.

Cue to Action.

Theotherconstruct,cuetoaction,relatestoexternalinfluencesthathelponetakeaction.Inrela-

tiontoethos,cuescouldbedoctorsgivingadvice,orpeersaskingyoutojointhem.

INDUSTRY vS NON-INDUSTRY

Non-Industry:The‘truth’Campaign.

Notonlydotobaccocompaniesandanti-tobaccocompaniestrytobuildethos,buteachattempt

to teardowntheother’sethos.Suchmethodsare referred toas

countermarketing. Countermarketing isparticularly effectivewith

those that aremost likely to smoke (Murphy&Sussman,2012).

The ‘truth’ campaign is a prime example of countermarketing.

‘Truth’ focuses on tobacco industrymarketing practices, the in-

gredientsofcigarettes(seefigure3),andfactsaboutdisease(Far-

relly,Niederdeppe&Yarsevich).‘Truth’websitemakesthestate-

ment“Ourphilosophyisn’tanti-smokerorpro-smoker.It’snoteven

aboutsmoking.It’saboutthetobaccoindustrymanipulatingtheir

products, research and advertising to secure replacements for the

1,200customersthey“lose”everydayinAmerica.Youknow,becausetheydie.”(Truth,2007).Thisbold

statementisanidealexampleofethosbeingattackedthroughcountermarketing.

Industry:Morris&R.J.Reynolds

During the mid-twentieth century

growingconcernsover tobaccouseand

health were spreading among American

smokers. To counter this, tobacco com-

panies focused more on doctors to build

ethos(seefigure3).R.J.Reynolds,maker

of Camel Cigarettes, began using the slo-

gan “More doctors smoke Camels than

Figure 2: Truth® PSA Using Ethos

(This ad demonstrates a countermarket-ingstrategywherecigaretteingredients

Figure 3: Doctor Recommended Tobacco Ad(ThisVintagead(nowillegal)demonstratestobaccomarketingusing

ethos via

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anyothercigarette.”(Gardner&Brandt,2006).

Thiswasnotthefirstincidentoftobaccocompaniesusingdoctorstosupporttheirproduct.Both

PhilipMorrisandR.J.Reynoldsusedsupposeddoctorfindings

to support their cigarettes. Evidence of cigarettes causing poor

health caused tobacco companies to ceasewith their doctor

recommendations(Gardner&Brandt,2006).

The master settler’s agreement requires the tobacco in-

dustrytofundanti-tobaccocampaigns.Thecampaignsmake

anti-tobaccostatementssuchas“thinkdon’tsmoke”(figure5)

butarenotfoundedinbehavioraltheoryandareshowntomake

noimpacttowardreducingyouthsmokingrates(Hamm,1999).

These campaigns using appearance to promote their agendas

are an attempt to give tobacco companies more ethos. Simul-

taneously, theadscanalsoencouragekids tosmoke through

theirauthoritativeframing.Youtharemorelikelytorebelagainst

authoritativeads(e.g.“think.Don’tSmoke)

Industry:“TobaccoisWhacko”byLorillard.

AsignificantexampleofanineffectivePSAisfromthe“Tobacco

isWhackoCampaign…ifyou’reateen”(seefigure6).Thiscampaign

was createdby Lorillard (maker ofNewport cigarettes) anddoes

not use ethos. The ad is ineffective because the commanding voice

comesfromnosource.Thelackofcredibilityfuelsapotentialdesire

torebelamongtheaudienceofyouth.Additionally,theadfeedsthe

rebelliousteenbyinformingthemthatsmokingis“whacko”ifyou

Figure 4: Lorillard PSA, “Don’t Wipe Out”

(exampleofanineffectiveantismokingPSA.DuplicatedasFigure6.)

Figure 5: Lorillard PSA, “Tobacco is Whacko”

are a teen.

Itisvitalthatanti-tobaccocampaignsbuildethos.InastudyconductedbyMooreandReinardy

severalteen-focusedPSAswereevaluatedfortheir levelofEthos.Thestudyrevealedthatwhenmar-

ketingtoteens,itwasimportantthatteenswerethetrustedsources.TheteensineffectivePSAswere

credibleandbelievable.Theirappearanceoftenreflectedthetypeofmessage.Inhumorousads,teens

appearedmoreimpeccablewhileactivistcharacterswerediverseandcasuallydressed.Theadsreflected

acompleteunderstandingofethosthatitisbothappearanceandcharacterbased.Thestudyalsonoted

thatadultswerepresentedasuntrustworthy(Moore&Reinardy,2012).

Theportrayalofadultsasuntrustworthy isnotunusual,given the fact that themajorityof teen

smokersbelongtoadeviantculture(Murphy&Sussman,2012).Buildingethosfornon-conformingteens

meansthatunconventionalapproachesmustbetaken.Thetruth®campaigneffectivelybuildethosby

makingtobaccocampaignsseemliketheyaretellingthenon-mainstreamyouthwhattodo.Thisgives

thetruthcampaigncredibilitybecausetheyarenottheonestellingteenagerswhattheycanorcannotdo

(murphy&Sussman,2012).

Ethoscanarriveintheformofbranding.Teenagersoftenexpressthemselvesviabrands.One

studyrevealedthattobaccobrandslikeJoeCamelwere95%recognizedby8thgraders(Allen,Vallone,

Vergyas,&Healton).Youthoftenlearntoexpressthemselvesviabrands.TheTruth®campaignstudied

suchbrandslikeMountainDewandNike.Thentriedtoincorporatetheirtechniquesintobrandingthem-

selves(Allen,etal.)

NonIndustry:“Icame,Isaw”.

Theadvertisementreferredtoas“IcameIsaw”wasrunbytheTargetMarketcampaign.Iteffec-

tivelyutilizesethos.Theadfeaturesayoungblackmandressedincasualclothingoutsideofaconvenient

store.HereadsthebackofaMarlboroughPackthatsays“Icame,Isaw,Iconquered”.Hethenexplains

thattohimthewordsmean,“Ilied,Ikilled,Imadebillions”.Thisyoungmaniscrediblebecauseit

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becauseitfeaturesateenwithauthoritytoquestion(Moore&Reinardy,2012).Additionally,heisdressed

andbehaveslikeapeerwould.Theadalsoattemptstoteardowntheethosofthetobaccocompanyby

highlightinghowgreedcausedthemtobehavedisreputably.Theadcallsyoutoactionbymakingyou

disrespecttobaccocompanies.Italsoremovesperceivedbarriersrelatedtopeersmoking.Ifthis“typical”

youngmandoesnotsmoke,thenperhapsother“typical”teensdonotsmoke.

SUMMARY

EthosisanimportanttoolinPSApublishing.Credibilitydefinesadolescentperception.Ineffective

PSAsarecommandingwithnocredibility.Teensrespondbettertoadsthatcomefromtrustedsources

(e.g.,peers).Usingethoscombinedwithbehavioraltheoreticalconstructssuchasperceivedbarriersand

cuestoactionwillultimatelycreatesuperiorPSAs.

LOGOS

DEFINITION

Thethirdandfinalrhetoricalargumentthatmustbeaddressedinordertorecommendasuccessful

PSAstrategyislogos.Anarticleaddressingrhetoricalargumentsinhealthpromotioncampaignsdefine

logos as, “Logos or logical proof presented in the form of an appeal to reason, involves the presentation of

theevidence.Aristotlearguedthattheelementofreasonwasthemostimportantaspectofanypersua-

sionasitwasthe“truth”thattheappealstocharacterandemotionreliedon.”(Moore,Reinardy,2012).

Inotherwords,quantitativefactsmustbeprovidedinorderforananti-tobaccocampaigntobesuccess-

ful.Charts,graphs,healthtrendsandstatisticscontributetotheyouth’slogicalunderstanding.Theyalso

personalizethedecisionbyofferingtheinformationinanon-specificemotionalwaythatappliestomany,if

notall,persons.“Lettingtheaudienceknowaboutthedramaticconsequencesofanti-socialbehaviorsat

thebeginningofthemessage(i.e.,1,200peoplediefromsmokingeachdayandimagesofdeath),show-

ingthemthatothershavehadthesameexperiencesandbeenabletoovercomethem(i.e.,testimonials

andimagesofsurvivors)andprovidingameansforself-directionormotivationattheend(i.e.,stopsmok-

ingnow,call1-800…etc.),areallformsofevidencepresentedinthesocialmarketingthree-tierformat.”

(Moore,Reinardy,2012).Withouttheelementoflogos,anti-tobaccomessagesareincompletebecause

theylackstrongfactsanddon’tappealtothehard-hittinglogicalsideofdevelopingyouth’sbrains.

HEALTH BELIEF MODEL

Therhetoricof logos isalsoasignificantpartoftheHealthBeliefModel (HBM).Threeelements

withintheHBMaresusceptibility,perceivedseverityandperceivedeffectiveness.Theseimportantfactors

areextremelyconnectedtologos.

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Susceptibility.

Susceptibilityisone’sunderstandingofhowseriousaneffectis.Whenyoutharegiventhefactsand

theoptiontomaketheirowndecisionsbasedontheinformationtheyaremorelikelytakeaction.Interms

oftobaccouse,susceptibilityoffersyouthoptionstobeindependentintheirchoicesthroughsuccessful

PSAs.Therhetoricoflogosbuildsthiscostructtoenableyouth’shealthydecision-making.

Perceived Effectiveness.

Perceivedeffectiveness isone’sunderstandingofhowanactionor lackthereofwillcombat the

severity(Redding,Rossi,Rossi,Velicer&Prochaska,2000).AccordingtotheHBM,“thelikelihoodthat

someonewilltakeactiontopreventillnessdependsupontheindividual’sperceptionthattheyareperson-

allyvulnerabletothecondition;theconsequencesoftheconditionwouldbeserious;theprecautionary

behavioreffectivelypreventsthecondition;andthebenefitsofreducingthethreatoftheconditionexceed

thecostsoftakingaction.”(Reddingetal.,2000).Thisquoteexplainsthatadecisiontotakeactionfor

one’shealthreliesontheperson’sunderstandingoftheriskandhowtoavoidit.Withouttheargumentof

logos,anti-tobaccocampaignswillbedeficientintheirabilitytosharetheriskinformationinawaythat

provokesasenseofresponsibilityinadolescents.

INDUSTRY vS. NON INDUSTRY

Twoprevalentyouth-targetedanti-tobaccocampaignscanbediscussedconcerningtheireffortsat

using logic to reach their audience.

Industry:“Think,Don’tSmoke”byPhillipMorris.

ThefirstcampaignwasbyPhillipMorris(creatorsoftheMarlboroMancigarettes).Theycreated

amessagecalled‘Think.Don’tSmoke.’in1999asawayofappealingtothesenseofresponsibilityand

choicewithinyouth.However,theiradvertisementslackedreallogicalevidencetopersuadeyouthagainst

smoking(Reddingetal.,2000).

.Educators even suggested that Phillip Morris used sub-

liminalmessageswithintheirPSAsthatactuallypromotedtobac-

co.Figure6showsthesesubliminalmessagesthroughpotential

comparisons to a lit cigarette on a cloud of smoke. (Redding et

al.,2000)

According to McQueen, “Some smoking opponents,

waryofanyhelp fromtobaccocompanies,say [PhillipMorris’]

ads avoid mention of the harsh realities of smoking like lung can-

cer.”(Reddingetal.,2000).AlthoughPhillipMorristriedusinga

taglineassociatedwithlogos,theyfailedtobackuptheirmes-

sagewithactualfactstopersuadeyouth.

NonIndustry:The‘truth’Campaign.

In contrast to Phillip Morris’ unsuccessful anti-tobacco campaign, the ‘truth’ campaign uses logos

inaprofitableway.DespitePhillipMorris’attemptatcreatingtheirownanti-tobaccoadvertisements,they,

alongwithothermajortobaccocompanieswereforcedtogiveover$11.3billiontoyouth-targetedanti-

tobaccoattemptsinasettlementwith46states(Reddingetal.,2000).Theresultofthisagreementwas

thepopular‘truth’campaigncreatedbytheadagency,CrispinPorter.TheFloridastate-runplatformrelied

onevidencethatappealedtoyouth’slogicalunderstanding.

Inordertohelpyouthunderstandtheeffectsoftobaccotheyprovidesurprisinglyrealstatisticsas

thefoundationfortheirmessages.“Thetruthcampaignworksbecauseitusestheexactsametechniques

thetobaccoindustryusestoattractkids,”saidMatthewMyers,presidentoftheCampaignforTobacco-

FreeKids.“(Truth)takesadvantageofthebestofwhatweknowabouthowtomarkettoyoungpeople.

Itplaysdirectlytoyouths’rebelliousnatureanddesiretotakecontroloftheirownlivesbyprovidingthem

withthefactsabouthowthetobaccoindustryhassoughttomanipulatethemanddeceivethem.”(Smith,

1615

Figure 6: Lorillard PSA, Using Subliminal Messages

(snowboardlookslikelitcigarette,cloadslook like smoke and mountains look like

moundsoftobacco.)

Lee,Colwell,&Stevens-Manser,2008).Thisquoteexplainsthathealthresponsibilityismoreimportantto

youthwhentheyhavethelogicalinformationtomaketheirowndecisions.

In one of Crispin Porter’s memorable ‘truth’ advertisements a group of adolescents stack piles

ofbodybagsoutsideofatobaccocompany’sbuilding

asthetobaccoexecutiveswatchindisbelief.Theyouth

thenpicketwithsignsthatread,‘Everyday1200people

diefromtobacco’(Elliott,1998).Figure7isanexample

of the campaign’s approach of using logic to prove their

agenda.

The element of rhetoric through logos appealed

toyouth inawaythatnoothercampaignhadbefore.

In themediaevaluationof thecampaign,Dr.Slystat-

ed,“Thepercentage[ofyouth]reportingtelevisionads

whichmadethemthinkaboutwhetherornottheyshouldsmokeincreasedfrom28%to61%,andthe

percentagereportingtalkingwithfriendsaboutadsrosefrom10%to34%.”(Sly,Heald,&Ray2000)

SUMMARY

Thereissignificantevidencetosupportthefactthattheuseoflogosinthe‘truth’campaignwassuccess-

ful ininfluencingyouthperceptionregardingtobaccouse.Thefirststepininfluencingtobaccouseper-

ceptionisthroughanappealingmessagethatbringsawarenesstotheriskandopensthedoorformore

informationtobeshared.The‘truth’campaignwasabletodothisthroughtheiruseoflogic.

Figure 5: Truth® PSA Using Logos(Still frame from live ‘truth’ commercial using logical

factstoreachyouth.)

CONCLUSION AND RECOMMENDATION

CONCLUSION

Effectivecampaignsandmessagesarederived frombehavioral theories. Conversely, tobacco-

sponsorednosmokingadsdonotusetheory;thatiswhytheyareineffective.Forthepurposesofthis

report,HealthBeliefModelwasutilized.However,any legitimatebehaviortheoryormodelcouldwork

(e.g.,trans-theoreticalmodel).

RECOMMENDATION

It is recommended that an effective PSA use at least one rhetorical element (ethos, pathos, or

logos)combinedwithaconstructfromanylegitimatebehavioraltheory.BeforecreatingaPSA,firstana-

lyzetheaudience.Althoughthisreportfocusesonteensin

general,certainPSAsmaybefocusedonmorespecificteen

populations. Once an audience is chosen, then pick a rhe-

torical element that best suits that audience. Do these teens

reactmoretoemotion(pathos),logic(logos),ortrustedsources(ethos)?Duringthispartoftheplanning

processaconstructfromahealthbehaviormodelshouldbechosen.IfHealthBeliefModelwasbeing

used, then a construct could be perceived barriers. Then in the PSA combine the construct and rhetorical

element.ThisensuresthatthePSAwillmorelikelymakeanimpactontheintendedaudience.

“ Tobacco-sponsored no smoking ads do not use theory; that is why they are ineffective. ”

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OUTSIDE APPLICATION

Thesemethodshaveapplicationoutsideoftobaccocontrol.Theycaneasilybeusedtospreadother

publichealthmessages(e.g.,teendrinking).Onecouldevenusethesemethodsinanefforttocommu-

nicatebetterwithyouthinasettingsuchasschool.Wehavereachedaneraofvastknowledgeandre-

searchofhumanbehavior.Promotinghealthwithouttheory,logic,emotion,andcredibilityismoot.Using

theknowledgesummarizedinthisreport,PSA’shaveabrightfuture;Afuturewherefundingisproperly

utilizedandhealthybehaviorsareadopted.

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Elliott,Stuart,.(1998).CrispinPorter&BoguskycoordinatesFlorida’santi-smokingcampaignbyandfor

teen-agers. TheNewYorkTimes,Retrievedfromhttp://www.nytimes.com/1998/04/14/business/

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Farrelly,M.C.,Davis,K.C.,Haviland,M.L.,Messery,P.,&Healton,C.G.(2005).EvidenceofaDose—Re

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Sly,David,F.,Heath,Gary,R,.&Ray,Sarah.,(2000).TheFlorida“truth”anti-tobaccomediaevaluation:de

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ReportOn

TheEffectsofPathos,EthosandLogosinPublicServiceAnnouncementsConcerningYouthandTobacco

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APPENDIX

GLOSSARY

A B C D E -Ethos:Modelofpersuasionusingexpertiseandknowledge F G H -HealthBeliefModel(HBM):Healthbehaviorandpsychologicalchangemodel I J K L - Logos: Model of persuasion using logic and facts M -Master’sSettlementAgreement(MSA):Legalsettlementbetween46statesand4majortobaccocompanires N O P -Pathos:Modelofpersuasionusingemotionorsympathy -PublicServiceAnnouncement(PSA):Messagessharedthroughmediaoutletstoinspirepublicchange Q R S T -TerrieHall:Tobaccoinflictedlunchcancervictimandanti-tobaccospokeswoman - Truth Campaign: Anti smoking advertising campaign created under the terms of the MSA U v W X Y Z

“NO BUTTS ABOUT IT”

Report On The Effects of Pathos, Ethos and Logos in Public Service Announcements

Concerning Youth and Tobacco

Submitted toCaryn Lesuma

for English 316

Brigham Young UniversityProvo, Utah

April 15, 2013

by

Lindsey CampbellRoxanne Harmon

Abby McKeon

23