"Traditional advertisements targeting teens don't affect them. Talking about issues of health, illness or even death, they don't get it," the group's director, Remi Parola, told The Associated Press in an interview. "However, when we talk about submission and dependence, they listen."
http://www.huffingtonpost.com/2010/02/24/french-oral-sex-anti-smok_n_474909.html
How do advertisements affect behaviors? Why are some adds more effective and changing behaviors than others?
The issue at the heart of this controversey is teenage smoking. In France, 33% of the teens smoke--thus they are trying to extinguish this behavior. General advertising solely commenting on health and dying hasn't elicited the type of reaction anti-smoking agencies would have liked. So this was there behavioral response to that antecedent. Obviously, the sexual connotations are driving this debate of whether or not this ad should be pulled. Pretty funny though because all this controversy by the opposition has made this ad tremendously popular and famous within France and obviously around the world as it has made it into a college classroom in the midwest.
Personally, I think the ad is provocative and thus powerfully effective. This will undoubtedly grab the attention of youth emitting this addictive behavior. Consequently, the message will get across to these individuals, reinforcing the ad company's behavior of producing ads such as this one. It's ingenious really as controversial ads always seem to get more attention than they would have if the opposition kept its mouth shut. It's a pretty crazy behavior modification tool within the marketing business really as the controversial ad proved to be a stimulus for discussion and smoking awareness (response).
Terms: Antecedent, behavior, consequence, reinforcing, elicit, emit, extinguish (extinction), stimulus, response, (9)
I actually have a lot to say about this because I spent last semester in France. The system is completely different there. There is no smoking age. I saw children that looked like twelve years old smoking, and I wanted to go up to them and negatively reinforce that behavior by ripping it out of their mouths. As for the people, they are quite different from us. They would have a tolerance / immunity much like the article implied. I think that changing the article (antecedent) by making it more provocative was an attempt at behavior modification. By changing the antecedent to be bizzare, they're hoping the kids will notice (behavior) and will react by not smoking (consequence). I saw this several times while I was in France. Their target behavior is to elicit an increase in the teenagers's adherence to the ad. Once the teenagers emit the behavior desired, their goal has been accomplished.
list: negatively reinforce, antecedent, behavior, consequence, target behavior, elicit, emit (7)
Advertisements affect behaviors by manipulating one of the ABC's. The overall goal of course is to increase or decrease a particular target behavior. You may offer free rewards for shopping in a discount store (manipulating the consequences of shopping behaviors by providing positive reinforcement), or maybe change the behavior in general by offering a new way to emit the behavior (although this often serves as positive reinforcement of some kind), an example may be a revolutionary gaming technology like the Wii. When it came out they were offering a new way to actually emit gaming behaviors.
Lastly you can do what this add is doing and manipulate the apparent antecedents to the behavior. One common antecedent to smoking behavior is "Want to look cool," or something along these lines maybe “want to rebel against parents”. This add reframes the antecedents to smoking behavior in order to make it appear as though powerful male authority figures are exerting influence over the young teens, playing up their role as eliciting the behavior from impressionable youths making cigarette smoking more aversive. Rather than
A- wanting to look cool leading to
B- a desire to smoke causing
C- a cigarette sale to take place (which is mostly innocuous)
This add tells kids
A- A powerful adult manipulates you leading to
B- A desire to smoke cigarettes causing
C- You to become addicted and thus even more at the mercy of powerful adults!
Terms: target behavior, consequence, positive reinforcement, emit, antecedents, eliciting, aversive (7)
I think the reason this ad would be more powerful than your regular anti-smoking ad because teenagers aren't always as responsive to scare-tactics and concerns about things that would more or less be a consequence in the future like illness and death. They are more responsive to issues of being controlled or appearing submissive because teens are often times more defiant. so in this example the antedecent would be the provacative and eye-catching ad, the behavior would be the teens observing it, and hopefully the consequence would be that they would find the ad aversive and quit smoking by realizing that they do not want to appear submissive. In short, the ad would elicit the teens to emit a watching behavior that would result in their feeling uncomfortable and realizing they should stop smoking.
This was the companies attempt to shock the audience into thinking about their message and they were successful. A)the company has a message they want to get across to an unresponsive audience, B) The shocking ad is presented to the public, C) The public reacts to the ad ultimately taking in the message.
I think these advertisements affect our behavior because they elict a debate about the topics being discussed, which intern makes people emit their feelings towards, in this instance, smoking. I personally think these types of ads are affective. They are so controversial that they make people talk about them and the issue they are trying to get through to people is shared and gets more public attention. If you were to express the ad in the ABC's it would go A- people want to get the issue that smoking is bad so they make a controversial ad to get the attention of people. B- People then react to the ad expressing their thoughts towards the ads and the topic itself. C- Though the controversial ad the company has gotten more people than they would normally get to hear about the topic of smoking and its bad affects.