Étude de l'article issu du journal Guardian: « Electronic cigarette ads banned by Advertising Standards Authority » (document en anglais)

This document is an article from a website called the Guardian. It is entitled « Electronic cigarette ads banned by Advertising Standards Authority » and it was published on Wednesday the 25th of september. This document is about an electronic cigarette’s advertisement which has been forbiden. To begin, we will see in the first part why the advertisement can’t be broadcast. The next part will deal with the controversial opinions about E-lites ads and finally in the last part we will talk about Zandera’s opinion about the argument.

First of all, the scene takes places in a basic family home. The advertisement shows a baby dancing on the famous song « Gangnam Style » at home in front of his family and everyone is around and admire him, except his father who is smoking outside. The ad suggests that the father misses a special moment in the childhood of his son. The strapline says « E-lites. What are you missing ? » and tries to explain that with E-lites you will not miss any moment because it is better for the health compared to a real cigarette which is very harmful. However, too many people disagree with this ad because they think that it is not appropriate to use a child in an advert promoting cigarettes. Moreover, they consider that promoting a nicotine-based product is unethical. Some complaints say that it can encourage and normalise smoking or the use of E-lites. In fact, even though E-lites are less dangerous than cigarettes, it stays a nicotine-based product and we cannot favour the consumption of this kind of product.

Nevertheless, Zandera, the makers of E-lites, defends him, saying that his advertisements don’t mentione or promote nicotine and there is no direct references to smoking but only a website adress where further information could be found. According to him children are not unable to make any connection between the ad and smoking.

To conclude, even though, we can say that this document brings us many informations about this advertisment, it is difficult to have an impartial opinion because the point of view are too many divergent.

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