I found the ad on the internet. The ad was used by the blue e-Cigs and ran in the Sports Illustrated swimsuit edition. The advert features a bikini bottom (itsy bitsy), with the company name printed on it and includes the words “Slim, Charged, and Ready to go” as the tagline. However, the model’s face on the ad is not displayed. Instead, the frame displays a pierced belly bottom to mid-thigh.
The product advertised by the ad is e-cigarette, a device that operates by heating a liquid solution to significantly higher temperatures so that it can produce an aerosol that is inhaled. The heated solution typically includes flavoring, nicotine, and humectants such as propylene for moisture retention and aerosol creation when heated. The main claim in the advertisement is that e-cigarette use is cool, glamorous, liked by celebrities, attractive, and a symbol of freedom. The advert also depicts the potential of the product to foster health through claims of being safer than tobacco cigarettes.
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The claim about e-cigarette being valued and safer that than tobacco cigarette is not credible. The impacts of e-cigarette are still being researched, although the Food and Drug Administration in the United States has given the seal of approval ( Rehan, Maini & Hungin, 2018) . Some of e-cigarettes have been found to contain diacetyl which leads to lungs scarring after inhalation. Second-hand smoke is still an issue with the product because exhaled particles from vaporization of the e-solution affect pulmonary health.
The claim in the ad can be made credible by avoiding the use of provocative celebrity endorsements on the internet and new prints ads that lure children and young adults to hook them on nicotine. The product has the potential to make the attitude towards tobacco smoking more positive because it appeals to both children and adults who are non-smokers ( Vasiljevic et al., 2018) . The ads should apply the same rules used in cigarette advertising such as bans on cartoon characters, flavors, sports sponsorship, and TV advertising.
Reference
Rehan, H. S., Maini, J., & Hungin, A. P. (2018). Vaping versus Smoking: A quest for Efficacy and Safety of E-cigarette. Current Drug Safety , 13 (2), 92-101.
Vasiljevic, M., Wallis, A. S. J., Codling, S., Couturier, D. L., Sutton, S., & Marteau, T. M. (2018). E-cigarette Adverts and Children's Perceptions of Tobacco Smoking Harms: An Experimental Study and Meta-analysis. BMJ Open , 8 (7), e020247.
