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dq 1
The Role of Truth in Ad Campaigns (graded)
Read Discovering the Truth: The Operation of Ethos in Anti-Smoking Advertising,by Rebecca Feldmann, on pp. 678–685 in your text.In this essay, Feldmann dissects the way the Truth antismoking campaign has achieved results by appealing to a teenage audience’s need for independence and rebellion. She notes that the campaign’s strategy has encouraged teens to stand up against the smoking industry. By accepting Truth’s agenda, however, Feldmann asks, “how is the advertising strategy of the Truth campaign that different from the deceiving strategies employed by tobacco advertising?” (p. 684).
On YouTube or through an Internet search, find the Truth website and some of its antismoking videos.