Media Studies 120

Cigarettes: Who Profits, Who Dies?: Questions for study

Note: Since the making of this video, Wayne MacLaren, the Marlboro Man, has died from lung cancer

1. This is an American made documentary, and thus spends a great deil of time looking, at American statistic and culture. Why is it important for us as Canadians to examine the issues discussed in this video?

2. During the first minutes of this video, how does the audio enhance the message? (Give at least two examples)

3. What intended impact does the personal comment have on the viewer?

4. How does tobacco farming impact the American economy?

5. In 1965, Britain banned Marlboro cigarette ads, and in 1970, the United States also banned the cigarette industry from showing the man smoking in Marlboro Country. Since then, advertisers have spent $2000 per child annually promoting smoking and as a result, 2 million youth annually take up smoking. Why do advertisers feel this is money well spent?

6. What method of advertising did Winston cigarettes use to move from the number 4 to the number 1 spot in sales?

7. In the 90's, what advertising technique has the Camel Tobacco Company used to target children and the uneducated?

8. When tobacco executes from R.J. Reynolds Co. were asked why tliev don't smoke, what was their response?

9. What country has been targeted by U.S. companies for new smokers? From what city is this new advertising directed?

10. In Malaysia, tobacco advertising is banned. Give examples of how the following companies get around this ban:
a. Salem
b. More
c. Lucky Strike

11. What part does rock music play in advertising tobacco?

12. How does the documentary maker help us feel sorry for Wayne MacLaren and the other cigarette victims?

13. Explain the tactics used on Taiwan by American trade officials since 1985.

14. What is your feeling toward Larry, the U.S. trade official? Explain.

15. In recent years, money has been given by the major major tobacco firms to women's groups, Hispanic groups and even to the American Civil Liberties Unit. How has this helped the tobacco industry?

16. Describe one image or idea you will bring away with you from watching this video.

17. Is your overall reaction preferred or appositional? Explain.