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Transcript of No Butts About It
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:[email protected]. 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
iii
ivivv112444455556899999
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.
iv v
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2
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
2
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.
3 4
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.)
5 6
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
11 12
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. ”
1817
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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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