Dangers of Tobacco Use

 
 
 
 
 

Your Task

The Process

Assignments

Resources

Evaluation

Conclusion

Extensions

Your Task
    You are employees of a national advertising agency that produces television commercials. Your group has been hired by the American Cancer Society to create commercials that will convince young people (10-15 years old) not to use tobacco.  A commercial that provides information is called a public service announcement (PSA).  Each PSA must focus on only one tobacco product:  cigarette smoking, cigar smoking, or chewing tobacco.  As a group, your job will be to learn about tobacco use and its effects, to learn about effective persuasive writing techniques, to create a commercial targeted to young people, to produce this commercial using PowerPoint or videotape, to convince the American Cancer Society to buy television time to air your commercial, and to recommend which channels, times, and programs to air your commercial.
 

The Process

Step 1:  Webquest Assignments

You will work in pairs to complete assignments on language choice, factual support, emotional appeals, and the use of images.  These assignments will prepare you to effectively write and produce your commercial.  Each student will be evaluated by the quality of his or her written responses to the prompts.

Assignments
 

Persuasion  with  Pictures

 

Step 2:  Public Service Announcement
Your group of advertising workers will have four roles during the design, production, and presentation of the public service announcement:

• Researcher:   You are in charge of collecting information about tobacco use and making sure that your facts are used to make the commercial effective.  You will also locate important graphs and tables to use in the commercial.  Later, you will work with the executive to research television channels and programs during which your commercial would be best to air.

• Script Writer:    Your job is to write the text for the commercial so it persuades as many young people as possible to avoid the tobacco product.  You will work with the researcher to support all opinions in your writing with strong facts.  You will also find music and create or collect images that go well with your writing and help persuade young people not to use tobacco.  You will present your ideas to the producer for him or her to make a decision.

• Producer:   You are the person who will organize and revise the text of the commercial so it is as effective as it can be.  You must decide how to arrange the reasons and facts of the announcement so they are as persuasive as possible.  You will be in charge of checking all writing for correctness of spelling, punctuation, and grammar.  You are also in charge of deciding on the best images and music to add to the commercial.  You must consider the point of view of your audience, the importance of different facts, and the effect of images and music on your message.

• Sales Associate:    Your job is to convince the American Cancer Society to use your group's commercial, and you will recommend specific channels and programs from which to buy time.  You will be in charge of presenting your group's commercial to the American Cancer Society director.  You will write a persuasive speech to convince them to pay for air time to broadcast your PSA.  You must think about the interests of the American Cancer Society and be ready to explain how your commercial will meet their goal.  You must also think about the style of the commercial and how it fits with various current television programs.  In your speech to the American Cancer Society, you will recommend at least two programs that have an audience that your PSA wants to reach.

Your Resources
    Use the links below to help you respond to any questions on the assignments and to design and produce your commercial.

Important:  Use your BACK button when you want to return to this webquest from any of these sites.
 
 

Facts About Tobacco Use by Children American Cancer Society American Council on Drug Education Tobacco Companies Market to Kids	Facts about Advertising Amount of Money Spent on Advertising
Health Consequences Center for Desease Control (CDC)	Examples of Advertisements Campaign for Tobacco-Free Kids Ad Gallery If Tobacco Companies Told the Truth

Evaluation
   The student work on the public service announcement will be graded using the following rubrics.
 

Researcher

Script Writer

Producer

Sales Associate

To find the details about how each student role will be evaluated, go to the Rubrics page.

Conclusion
    In your journal, reflect on these questions:
 

• What the three most important things you learned about persuasive writing or speaking?

• How effective would your group's public service announcement really be?

• How well did your group share its duties and work together?

• Would you enjoy working for a company that produces public service announcements?  Why or why not?

Discuss your answers with your group and with the entire class.

Extension