Adolescents were targeted for cigarette commercials back in the day, as they were the most likely to try them out. A similar thing is happening today with nicotine vapes and e-cigarettes. Vapes were originally marketed as a healthier alternative than smoking to help addicts quit or at least convert to a healthier alternative. A study done by the National Institute of health found that 40% of seniors in high school were vaping and this has been increasing due to advertising campaigns aimed at a younger audience, which was not the original intention for vaping. Techniques used to lure the younger audience in was to advertise the product as an ‘adult thing’ to make them feel more grown up and using models to add sex appeal to the product. (Overbeek, 2020)

D, Overbeek, A, Kass, L, Chiel, E, Boyer & A, Casey (2020) A review of toxic effects of electronic cigarettes/vaping in adolescents and young adults, Critical Reviews in Toxicology, Taylor and Francis, Boston

One of the reasons for this increase in vape usage is how widely available it is. Although in most countries it is illegal to sell vapes to minors, most stores don’t get ID making it widely accessible for teenagers. Another reason is the wide variety of flavours so even if on the first time you try it, you don’t enjoy it, there’s always another reason to give it a go because this flavour might be better. 

(Han, 2020)

Han, G, Son, H, 2020, What influences adolescents to continuously use e-cigarettes?. Public Health Nurs. 37: 504– 509. 

The way my promo will grab the attention of my audience is by captivating the relatable feeling of anger when an assignment suddenly disappears. A loud scream will draw the audience in from the get-go. After this initial attention grabber, the introduction of the pill will appear with the logo showing within the video not just on the screen which will help the audience remember the product.

 

Interest

After researching my TA, I’ve found that adolescents are susceptible to colourful and new things. Having this pill be in a brightly coloured box and making taking the pill fun and exciting will draw them in and then seeing that it can help instantly finish their work will make them stay.

 

Desire

Using a pill for some people can be quite daunting especially one that knocks you out. Delivering the message with a metaphor that is relatable and comforting will help break the tension between the customer and product. Such as it’s just like taking your morning coffee, or 

 

Action

The call to action is to visit a website, that will not be real but it will act as the place find out more about misleading advertising.

A man yells as his assignment just randomly deletes itself. He then sees an ad on his phone for a new pill that helps you with your work. He rushes to the pharmacy and then back home to try them out. When he wakes up all his work is finished, and he hands up his assignment on time.

He then tells all his friends, and they all rush to the pharmacy showing almost the same scene but with different people. 

Then everything suddenly pauses and all the side effects are shown on the pill. it turns to black and white and a message appears on the screen to visit our website which is against against unethical advertising.