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Tobacco
products are the most heavily advertised products in
the U.S. Cigarette companies deliberately
target adolescent and pre-teens
in their ad campaigns. As well, a subtler approach
features cigarette brands and imagery appearing with
increasing frequency in movies, television, computer
games, etc. Some experts believe that this trend has
influenced young people's attitudes toward smoking
and actually caused them to take up the habit. Even
if the brand name is not evident, the act of smoking
by the hero puts a positive image for smoking in
front of the young person.
Directed
by Eric Karson, Target Teen tells the story of
former music video producer Jesse Golden and his
partner Carla, whose advertising agency has been
approached by a huge company to advertise their
biggest money making product - Swain Cigarettes. The
reason Swain came to Matthew's Advertising is
because of their great success in what's known in
the business as Product Placement and Swain wants
his product marketed to teenagers. Jesse and Carla
see this as their ticket to the top until Jesse and
his son, Tommy find the results of confidential
medical reports that Swain has ordered hidden. Armed
with this new knowledge will Jesse do the job as
agreed or will he realize there's more to life than
a fat paycheck? |
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