Case Studies

Throughout the textbook, the various elements of the persuasion model are isolated so that they can be easily studied and understood. Actual persuasive events, however, are a dynamic combination of these elements. This case study, written by Minnesota State University Moorhead student Valerie Waldock, isolates elements of the persuasion model while at the same time showing how those elements contribute to the persuasive success of the Target Market anti-smoking movement. By reading the case study and answering the discussion questions that follow, students can gain a better understanding of persuasion in the media age.

By Valerie Waldock

Minnesota State University Moorhead

Using a distinctive logo, hip television advertisements, and a memorable slogan, Target Market (TM), a new movement fighting against the tobacco industries, is targeting youth to change their attitudes toward cigarette smoking. TM is funded by the $6.1 billion tobacco lawsuit that Minnesota won from the tobacco companies in 1998. It has an allotted budget of about $6 million dollars per year. Yet TM has used a grassroots approach to changing youth attitudes toward smoking by using young Minnesotans as its leaders. TM was created at the Kick Ash Bash on April 2, 2000 in St. Cloud, MN which was attended by 400 teens from the state. Since then TM has grown to over 18,000 members strong.

Reducing youth smoking rates is the movement's ultimate goal. To achieve this goal, the movement is co-opting the industry's marketing tactics such as advertising and promotional gear. A website and youth rallies are also used to directly attack Big Tobacco. Unlike most anti-tobacco campaigns that have failed to reduce youth smoking rates in the past, TM's uniqueness and strategy lies in the fact that it is a youth led movement. Youth plan advertising, rallies, and other aspects of the movement. Because TM has been successful so far in its mobilization of members, the persuasive techniques used by the movement are worthy of examination. This case study discusses the audience that TM targets, identifies how the movement uses media, language, and visual images to achieve its goals; and discusses how TM recruits members.

TM's audience is two-fold-Big Tobacco and Minnesota youth. First, TM has created a campaign that revolves around the fact that youth are turning the tables on Big Tobacco. The "Thank You" television and radio commercials that were released immediately after the Kick Ash Bash clearly express the movement's goals: "You've been targeting us for so long. We're your target market. Now we're gonna target you." TM retaliates against Big Tobacco by revealing information that demonstrates the evilness of the tobacco industry. For example, TM has disclosed a series of comments from people such as a former RJ Reynolds employee stating, "We were targeting kids, and I said at the time it was unethical and maybe illegal, but I was told it was just company policy" (Fact sheet). TM has met with members of the tobacco industry and has used its growing membership numbers as proof that tobacco companies should no longer target youth.

Although TM focuses its message against Big Tobacco, the primary audience that TM targets is Minnesota youth. The ultimate goal of TM is to reduce youth smoking rates by changing youth attitudes toward smoking. TM is targeting a narrow segment of the population-youth-in an effort to stop young people from beginning to smoke. Therefore, TM strives to be recognized by every teen in the state. In essence, TM is hoping to become a brand that has a popular image with youth. According to a TM fact sheet, "the mission of TM is to expose the deceptive ways the tobacco industry targets teens to become lifelong customers. Then, TM youth will target Big Tobacco back with their own campaign." Concerts, trips, and free clothes and TM gear may initially entice youth to become involved in TM. However, in turn youth become anti-tobacco advocates as they learn and become outraged about how they, their generation, and younger siblings have been targeted and manipulated by Big Tobacco. At face value, TM ads target cigarette producers, but underlying this message is a clear appeal to young Minnesotans. Therefore, TM's audience is truly two-fold.

Understanding the audience of TM, we can now turn to their use of persuasive strategies. Specifically, three strategies will be discussed: TM's use of source credibility, media, and visual images.

Source Credibility The source credibility of the movement plays a persuasive role in TM's success. Teens telling teens about the truths of the tobacco industry have proven to be an effective persuasive strategy. Rather than hearing the same old message from adults, Minnesota teens identify with their peers who have created TM and who run TM. Therefore, teens are hearing an anti-tobacco message in their own language. Whereas most advertisements use professionals posing as young people, TM ads feature real Minnesota youth speaking out in their own words about big tobacco. For example, youth messages are heard at TM sponsored battle of the bands events, TM CD releases, and rap ads on the radio. Further, the language used by TM is blunt. They have been noted as the "in-your-face rebels creating a healthy future" (Scott, 2001). Overall, the dialect used in TM advertising, that may raise the eyebrows of parents, hits home with teens. The persuasive element of identification used by TM has aided in its mobilization of members. In essence, TM attempts to create a relationship with its audience.

Use of Media In addition, TM creatively utilizes media in nearly every way possible. In addition to having rap ads on the radio, commercials on Nickelodeon, and editorials in newspapers, TM has a Web site and seek media at all of their events. Further, they plan events with the intent of engaging media. For example, events such as a tobacco industry "Document Vault" that has traveled across the state or the "Rip It Out" campaign that encourages youth statewide to rip tobacco ads out of magazines in a collective effort to fill a fake Marlboro man and light him up are sensational and newsworthy. TM has engaged media throughout the state with editorials, press releases, radio ads, and testimony galore. TM's advertising is aimed at very specific audiences populated by young people, including the hit television show "Buffy the Vampire Slayer." By using narrowcasting strategies, TM can maximize its advertising. Media play a primary role in TM's persuasive strategy.

Visual Images The visual images used by TM are persuasive. Obviously, one of the best ways to reach youth is through visibility of the movement. Not only does TM advertise itself in media and through its use of language, but TM's image embellishes itself everywhere. Billboards promote the TM icon, as did the side of a mountain when TM sponsored the Midwest Snowboard Point Series (Fraboni, 2001). Further, all members are provided sheets of stickers to place in their schools and around town to create TM awareness. TM gear and posters are also distributed. In turn, the massive promotion of TM's image becomes embodied in members who take the movement to heart. Therefore, not only is TM's message advertised by icons, but also by TM members who walk the walk of anti-tobacco advocacy. The role of source credibility, media, and visual images work together to cumulatively make TM a persuasive movement.

Essentially, TM is a persuasive movement and an analysis of the movement must include a look at how the movement has gained members. The TM movement is currently in the enthusiastic mobilization stage of the Stewart, Smith, and Denton model of persuasive movements discussed in Chapter 13. Since TM has some institutional support in the form of financing by the Minnesota tobacco settlement, its recruitment strategies are different than a grassroots movement such as the civil rights or feminist movements. TM uses three main persuasive strategies to keep participation high: use of resources, conflict, and creating new cultural norms. First, the persuasive media, language, and images are all made possible by their allotted budget of $6 million per year. TM's resources have allowed members to create a great variety of recruiting tactics. For example, they have had a series of commercials and billboards, the TM Cruiser that traveled across the state, and fun events like a New Years celebration – exclusively for TM members. The TM website, found at <www.tmvoice.com>, also allows members to become involved in numerous events and stay connected even though members are youth from across the state.

Second, TM is also using conflict to attract new members. As a part of the Document Tour, students can write an e-mail or record a video that will be sent to Philip Morris and R.J. Reynolds. One group of student's yelled into the camera, "you suck," and "Hey Big Tobacco, we're not listening!" Although TM does not use physical violence, they are taking an edgy approach that is appealing to youth in the state. TM realizes that conflict can help keep their cause in the media and attract youth.

Finally, TM is able to mobilize members because it is attempting to create new cultural norms. TM is pitching the theme that not smoking is cool and that youth are smarter than the ploys used by the tobacco industry. First, the "Thank You" Big Tobacco commercial shares that smoking will make your breath stink, or cause impotence in men. Second, the "Bobby" poster shows Bobby, a Native American TM member, stating, "Big Tobacco companies have taken away something sacred, but they will never take us." The ad links the sanctity of tobacco to Native Americans with the sanctity of the futures of MN teens. The poster counter-acts cultural norms that smoking is cool and illustrates the need to resist smoking. These strategies are creating a new cultural norm, that overall, smoking isn't cool.

TM has been successful in its mobilization of members. Its use of media, language, and images utilize TM's resources, create conflict, and overall, attempt to form a new culture norm that is appealing to youth. Thus far, these persuasive techniques have successfully mobilized TM members. Joe Loveland, marketing director of TM stated, "Membership is now over 18,000. The original goal was to have 5,000 by July 2001. Advertising alone couldn't produce this growth, but peer to peer interactions have really made TM a successful social movement." Clearly, the persuasive elements of TM have proven effective. TM has successfully targeted both Big Tobacco and Minnesota teens. Time will only tell if TM's ultimate goal of reducing youth smoking rates will be reached, but the outlook of TM's future looks promising. By effectively using source credibility, media, and visual images to achieve its goals, TM has hit its target audience. It is using its resources, creating conflict, and forming new culture norms to recruit members. Ultimately, TM not only illustrates how movements use persuasion to achieve their goals, but also shows how the one time target of Big Tobacco can create their own Target Market.

Target Market Web Site

1. Which persuasive strategy-the movement's use of source credibility, visual images, or media-do you think has been most effective for the group? Why? What additional strategies did you find by looking at the group's Web site?

2. Do you find the movement persuasive? Why or why not?

3. If you were a movement leader, what approach would you take in the next year? Why?

4. How can the movement sustain itself when its resources are reduced or taken away?

Fraboni, M. (2001, February). Target market is hitting the slopes. Unpublished document.

Harlow, W. (2000, November 27). Talking back to tobacco. Minneapolis Star Tribune, p. E1.

Loveland, J. (2001, March 12). [Personal interview].

Scott, C. (2001). Newsmakers 2000. The Minnesota Women's Press, 16.