Hearing Ourselves Think: Cognitive Research in the College Writing Classroom

By Barbara M. Sitko; Ann M. Penrose | Go to book overview

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Appendix A: Source Materials -- Cigarette Ads
1. A survey of popular magazines including Time, People, Newsweek and Life revealed that cigarette ads in those magazines during 1973 were 19.7 words longer than the 1985 ads. The earlier ads foregrounded information on brand ingredient and percentage of tar and nicotine. This information was footnoted in the 1985 ads.
2. One study conducted by the American Heart Association showed that from 1966 to 1970, cigarette ads on television stressed name brand and quality. On the average, brand names were repeated 7.3 times per commercial and brand packaging or logos were shown during 78% of commercial time.
3. The Department of Health claims that there are fewer smokers now than there were in 1970, but more women are smoking now than were in 1970.
4. In 1964 the Surgeon General determined that smoking is hazardous to good health and may be linked to heart disease and cancer.
5. 75% of today's cigarette ads in the magazines previously mentioned show men and women smokers together, usually engaging in some type of recreational activity.

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