What’s with the hard-hitting emotional and graphic ads? Why not something more positive?
We get these questions a lot, and although ads like these may seem extreme, exposure to emotional or graphic advertisements
is strongly associated with motivating smokers to make quit attempts. On the other hand, numerous studies have shown that
advertisements not containing this emotional or graphic messaging have little to no effect on smokers making a quit attempt.
What does that mean? Quit attempts are what leads to quitting smoking successfully. The more smokers are motivated to make
quit attempts, the more successful quits; and the result is less pain, suffering, and death caused by smoking.
What new information are these ads really offering? Everyone knows cigarettes are bad for you.
While most everyone knows the danger of smoking cigarettes, it is still the leading cause of death in the United States,
killing more than 480,000 Americans every year. These ads serve as a reminder of the dangers of smoking, as well as inform
smokers about resources available to help them quit.