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The New Anti-Tobacco Advertisements - Another Effort to Combat SmokingScientists said that soon anti-smoking ads will come to DVDs. Governor Arnold Schwarzenegger on July 11 met with the California Health and Human Services Agency, the Entertainment Industry Foundation and the studios to announce the use of anti-smoking advertisements. Judi Ketcik, vice president of communications of the Entertainment Industry Foundation, said that the ads will appear before movies rated G, parental guidance (PG) and PG-13 DVDs that contain scenes with tobacco use. Seth Oster, spokesman for the Motion Picture Association of America, added: "The goal is to strike a balance between allowing film makers to make creative decisions on how to tell their stories while ensuring that parents get critically important information about the content of films. When smoking is depicted, the industry is responsible for telling the viewers, which in this case are impressionable kids that it is a dangerous habit and one they should not take up." Universal Studios, Sony, Time Warner, Paramount Pictures and Twentieth Century Fox have all agreed to broadcast the advertisements. Oster said that Walt Disney became the first major motion picture studio to eliminate smoking in many of its films and begin running the anti-smoking public service announcements. Ketcik said that the ads include "Programmed", which juxtaposes a smoker with a laboratory rat who drinks from a yellow, nicotine-filled water bottle every time the smoker inhales, and "Daddy’s Tape", which shows a boy supporting his father’s efforts to quit smoking by making him a motivational tape to play in his car. Anti-tobacco researchers sustained that the new anti-tobacco advertisements are another effort to combat smoking by the foundation, a charitable organization that puts together programs such as Picture Quitting, which helps industry employees give up smoking. |
