In 1996 tobacco advertising was a billion dollar industry. “A survey found that nearly 80% of American advertising executives from top agencies believed cigarette advertising does make smoking more appealing or socially acceptable to children.” (http://www.wpro.who.int/mediacentre/factsheets/fs_20020528/en/). The alarming increase of teens smoking lead to tobacco policies being a staple of the 1996 presidential campaigns.
“First Time” opens with a gloomy image of three young teenagers smoking cigarettes for the first time. As the teens stand together, a somber voice stating that “3000 teens start smoking every day. 1000 die from it. 1 of 3”. There are now only two teens standing together. By displaying the statistic in such a powerful way, it is easy for viewers to really understand the severity. It leads us to consider those who are in our own lives that are teenagers; whether it be cousins, sisters, brothers, or children; and fear that 1 out 3 of them could die if they decide to start smoking cigarettes. It is a depressing and scary portrayal that easily inspires those watching to want to fight against tobacco advertisements that are primarily geared toward children.…show more content… “Bob Dole says ‘cigarettes are not necessarily addictive...some say milk is bad for children too” a dramatic voice claims. In a very straightforward approach, viewers begin to grow angry and feel that Dole does not care about the youth of the America. By having the dark imagery, it is easy to get a sense of evil, especially when paired with quotes that somewhat insanely compare the dangers of cigarettes to the possible dangers of children drinking
