UNIVERSITAS GUNADARMA

FAKULTAS ILMU KOMPUTER & TEKNOLOGI INFORMASI

SOFTSKILL BAHASA INGGRIS BISNIS

STOP SMOKING
Nama

: Muhamad Zein Satria

NPM

: 24112352

Jurusan

: Sistem Komputer

Referensi :
http://www.theage.com.au/news/General/Smokesignals/2005/06/12/1118514925022.html?oneclick=true
http://www.want2stop.info/
http://www.medicalnewstoday.com/articles/241302.php#quit_smoking_tips
http://www.quitsmokingsupport.com/articles.htm

Smoke signals

Researchers are studying whether the smoking patterns for young people are
changing

How do we persuade teenagers to give up cigarettes?

Remember the iconic television image of a tar-laden sponge being squeezed? Or the
clogged aorta of a 32- year-old smoker? Or the camera chasing smoke down the
throat to the slogan "every cigarette is doing you damage?"

The images come from Quit, Victorias most successful public health campaign.
Combined with tougher laws that have led to smoking bans where we work, eat and
shop, the Quit campaign is credited with a massive slump in cigarette consumption.
But the success in getting adults to quit has not been matched among Victorias youth,
and a battle for the lungs and minds of teenagers rages on between the antitobacco
lobby and cigarette companies.

The young are stubbornly resistant to messages about the health problems that could
confront them later in life.

Victorias first anti-smoking television campaign went to air in 1971 with black and
white advertisements that played largely on humour. The next campaign, in 1985,
featured the oft-repeated sponge of tar being wrung out into a glass jar. There have
been campaigns almost every year since.

Professor Simon Chapman, of Sydney Universitys school of public health, says

advertisements that promote healthy choices do succeed. Its very fashionable for
people to say media campaigns are wasteful, but there is evidence they really do
work, he says.

In two decades, the percentage of Victorian adult smokers has halved, from 34 per
cent in 1983 to 17 per cent in 2003. Only 9 per cent of those aged over 50 now
smoke. Deaths from Australias biggest killer about 19,000 in 1998 are
expected to fall in years to come as fewer people succumb to tobacco-related diseases
such as lung, mouth and throat cancers.

In surveys between 1984 and 2002, the percentage of 16 to 17-year-old students who
had smoked in the previous week fell marginally, from 32 to 28 per cent, and those
who had experimented fell from 82 per cent to 70 per cent, with girls experimenting
and smoking more often than boys.

Government campaign

The Federal Government is about to join the battle to discourage youth smoking with
a $25 million campaign embracing mass media, websites and counselling. Canberras
commitment to the cause, outlined by Treasurer Peter Costello in the budget, wins
praise from the anti-smoking lobby pleased that another attempt is being made to
influence their toughest constituency - but also a degree of puzzlement and caution.

In the world of tobacco control theres a simple rule: If you want children to stop
smoking, dont treat them as children. If you do, prepare yourself for failure. Quit
Victoria executive director Todd Harper says bluntly: "Its difficult to do youth
campaigns well."

Melanie Wakefield, director of Cancer Council Victorias behavioural research centre,

says advertisements for underage smokers are fraught with danger. "Theres a great
risk that advertisements designed for kids will boomerang," she says. "Its hard to tell
kids what to do."

Counter-productive

David Hill, who has worked on campaigns at the Cancer Council since 1966, says
that if the advertisements "have a finger- wagging tone to them and are identified
with adult or parental attitudes, they can backfire".

One reason young people smoke, he says, is to appear grown up or to confirm their
belief they have grown up. "Anything that smacks of, 'You shouldnt smoke, you are

a kid', is counterproductive. You confirm it is an adult activity, and not something

kids should do."

Professor Wakefield says most people take up smoking in their early to mid-teenage
years.

"Its the time they are making the transition from childhood to adulthood and, for
some kids, smoking is a badge of adulthood. They are taking up some of the
behaviours that are allowed in adults but not in kids." It is unusual for people to start
smoking after they have turned 18, she says.

Parental messages

Major influences on taking up smoking include peer groups, adult role models and
access to money. Parents who stop smoking, or even ban smoking from the home, can
help reduce the chances of children starting, Wakefield says. "Parents smoking gives
the message to kids that it is an acceptable behaviour."

Marketing by tobacco companies is also influential, she says. A brand can signify
toughness, sex appeal or adventure, and people identify with the image. People also
stick with their brand, research shows. "Tobacco companies know that if they can get
kids to adopt their brand they have pretty much got them for life."

Research also shows that cigarettes placed in movies have a considerable effect on
young people taking up the habit. She says a combination of factors, rather than a

single cause, appears to trigger smoking in young people. Despite initial distaste for
the first few cigarettes, "theres a motivation to see it through because of what they
might get out of it".

'Nobody can make you quit'

Nicole, 15, took up the habit "out of curiosity" when she was 12. She enjoys smoking,
particularly at parties where it is "a great way to meet people". She says her mind
switches off when anti-smoking commercials come on television.

"Sometimes Ill be sitting there and thinking about whats happening but most of the
time I dont care," she says. "Nobody can make you quit no matter what they (the
ads) say ... If you want to smoke you are going to do it."

Jane, 15, had her first puff one lunchtime at school when she was 13. "I know it hurts
your body but I dont care at the moment," she says, adding that higher cigarette
prices could persuade her to quit. "I know I will probably quit when Im older, but at
the moment I just dont see myself giving up."

When it comes to preventing children taking up the habit, Professor Wakefields five
years of research into anti-smoking ads provides some pointers. It includes a study of
Australian, British and American children, testing their reactions to 50
advertisements. Those that are remembered a week later, or prompt more thought and
discussion, are regarded as the ones with the most impact.
Graphic warnings

The most successful? Those with graphic images (such as the sponge) or with
personal stories about the effects of smoking (such as Lucky Strike model Janet
Sackman, who took up smoking at a tobacco executives suggestion and later
developed cancer). The ads are all aimed at adults.

A campaign aimed at teenagers in 1988 using comedy character Kylie Mole was
largely regarded as a failure. "It was quite funny but it really didnt do any good."

Harper says Quit Victorias research showed that the "every cigarette is doing you
damage" campaign again aimed at adults was also effective with under 18s.
"Young people dont smoke because they see themselves as kids, they regard it as an
adult thing to do. So campaigns aimed at adults are also likely to work with kids."

He says that in some youth age groups smoking rates are the lowest since figures
were collected in 1984, but acknowledges there is a way to go. "We havent yet seen
the bottom of prevalence in smoking among kids."

Focus group research

Paul Fishlock is a creative director whose first anti-tobacco campaign eight years ago
involved images of a rotting lung and fatty deposits being squeezed from the aorta of
a 32-year-old smoker. Fishlock, from agency Campaign Palace, was behind the
'Bubblewrap' ads now showing in Victoria.

He says tobacco campaigns are among the most researched pieces of advertising.
What people say in focus groups has to be interpreted: "You have to be able to read
between the lines."

When it comes to making an ad and compressing complex detail into 30 seconds

nuances are important. Smokers look for a way out; to see that the ad does not
apply to them, in a process called selfexemption.

"You are desperate for this not to apply to you. In the research, Bubblewrap came
through as the most powerful partly because it was new information about
irreversible lung damage ... and the suckerpunch was almost every smoker has
emphysema in its early stages."

Harper says the test of success is what makes a smoker stop and think. "We have
found this is a fairly good measure, as smokers are impervious to a lot of measures."
The most powerful are those that detail the negative effects, and those that tug on the
emotions, such as the campaign that features a girl at her dying fathers beside,
saying: "It was so funny Dad, you should have been there."

'Humour doesn't work'

Humour doesnt work, he says, nor do softly-softly approaches. Descriptions such as

"light" or "mild" have been used to allay smokers' health fears, Harper says.
Australian companies have agreed to stop using the terms after action by the
Australian Competition and Consumer Commission.

Chapman says the Federal Governments $25 million allocation for the national youth
campaign to be spent over four years is welcome but needs to be put in
perspective. Total government excise collected last year was about $4.5 billion, of
which under-18s contributed between $100 and $120 million.

"Theres such a gap between the rhetoric and the money. Most people in tobacco
control are having to play the forelock-tugging, 'were grateful' game. In the history
of public health, people will look back and say, what was the problem with
governments?"

Chapman says the level of understanding of smoking's effects is low, and encourages
campaigns that offer new and useful information. "You could do an awful lot more to
get people aware of the damage it is doing to them."