TV: Shock to stop?

Publisher Website
Google Scholar
Abstract
Massachusetts' antismoking campaign Pam Laffin, a 29year old mother of two, is the latest weapon in the US health sector's war on the tobacco industry. Mrs Laffin's struggle to survive emphysema is being shown on prime time television in Massachusetts in a series of 30second antismoking advertisements. Paid for by the state's Department of Public Health, the media campaign reveals that she is waiting for a second lung transplant, her body having rejected the first. It also features a comparison of a healthy lung and a tobacco ravaged lung, and displays the woman's transplant scar. Costing $1.5m ($0.9m), these advertisements are intended to grab the attention of smokers who need more urging to quit and young people who are just starting to smoke. The Massachusetts adverts reflect a trend started by an Australian campaign in 1997that used scare tactics to target …

This publication has 0 references indexed in Scilit: