Tobacco Documents Online

-9- Tapes in Circulation Leaf The presentation and film~,ng seems to be a bit outdated. However, some interesting information is provided. The background music is outdated and hokey at times. Many of =he slides seemed a bit dull. Some of the information was disjointed; particularly going from the American farmer to the history of John Ro=h. Some of the film provided a good sense of history. However, it seemed trivial to tie the Cornwallis surrender to a patch of land located close to wh~re tobacco was growing. Common Sense The film is a bit heavyhanded. The exaggeration in skits and vignettes did little to add credibility to the various arguments. Conrad keeps referring to a minority of individuals. I'm never really sure who constitutes this minority. The humor in the barber shop skit was somewhat demeaning. Individuals who are sincere non-smokers may be offended, rather than informed. Generally the vignettes were trite. The film attempted to make people aware and knowledgeable. I'm not sure they did either. Showing the relationship of Michael Conrad "quasi-policeman", does noc seem to work, The answers We Seek This seems =o be a well organized presen=ation. It has a good deal of depth and is fairly credible. The information is straigh~o~;ard. However, it is outdated. This is particularly =rue on the overall concept of cancer research. The average person is beginning =o see reports indicating %reakzhroughs" in matter research. Therefore, a lot of the film loses its credibility. Additionally, there has also been some new publicity on the research regarding personality types A and B. The analysis in =he film is somewhat inadequate. In short, =his type of film is okay, but =his particular one needs updating. Ti04880114

-I0- Sm~kin~ and Heal=h/The Need =o Know The film is long-winded and outdated. I= contained information s%milar to ocher films in circulation, but it did not hzng ~ogether. This was particularly =rue in the cons=ant shifting from physician to physician. It looked like a search for doctors that would support the Tobacco Insci=ute's point of vie~. The narration is heavyhanded. It tries by innuendo Co place the smoking problem somewhere else. By the end of the film =he message was somewhat irritating. This film is outdated. This film takes us back ten years. T104880115

-ii- Demonstration Tapes Gener~l Summary, The demonstration tapes were pretty good. They should pravide a good background for the person needimg to understand the dilemmas of televisio~ interviews and television interview debates. They illustrate how three diverse personalities can encounter certain situations. T10~880116

D~momstra~ion Tapes Tom Ho~rard 1982 This seems u~ to date and fairly well designed. The organization is okay. However, at times the cutaways to =he different moderators can be confusimg. This film makes the viewe@ aware of some of the issues surrounding ciga- rette smoking. It does not create a good deal of indepth knowledge concerning ~hese major issues. Showing the clip of the anui-smoker discussing rape demonstrates how a debate can degenerate into an emotional shouting match. Herryman seemed to age from oue set=ion =o another secnion - this may be unavoidable. Tobacco S~eaks Generally, this tape provided a good overview of the Tobacco Ins=i=ute's approach to =elevlsion programming and the interview forma=o There is a bit of a problem early in the tape. The cutaways show =he openings of a number of different local and national televisiom shows. A viewer mo__~t familiar with =he organize=ion, or =he major issues, would not have a good semse of what the tape is going to portray. The program does a reasonably good job of creating awareness. It might create a low amount of knowledge. However, i= is non comprehensive enough along any one issue. Tt04880117

-13- Summary Comments of the Institute's Publications The Institute's'publlcations deal with a wide range of topics. @~ might be expected, ~hey differ considerably in communicative quality. In most cases, however, the publications could be improved through revision and integration. Of particular importan=e in all publications is the inclusion of a consistent logo design and a "call to action" which prompts readers to request additional information. ~enever possible, similar publications should be consolidated into one and complete packages developed for related publications. As standard practice, the policy statement about the Institute's concern for providing com- plete imfo.~-mm=ion involving tobacco should be included on all publications. At present, it appears on some, bun not on others. T!04880118

Publications National and State Economic Publications Wharton Studies The best word to describe t~e Wharton studies is competent. The data presen- tation is thorough and professional. The only possible improvement would be systematic updating of the studies on some predetermined basis. America's Gold Leaf Series The series provides an excellent channel for publically disseminating the data from the Wharton studies. The graphic design of the booklets is excellent, particularly the cover design. Several changes could be made, however, to improve the effectiveness of the series: (I) =he Institute logo should be added to the USA booklet to make it consistent with the other booklets in the series. (2) the Institute logo on the state booklets is inconsistent with the logo on other Institute publications. The Institute should decide on one logo design and use it on all of its publications. (3) a complete package should be developed for distribution of the series. Tobacco' s Contribution to A~erica' s National Economy Employing the series, "Let's Set the Record Straight", is another excellent channel for disseminating some of the W~arton data. As a series, the flyers convey information about selected tobacco topics in a well-written and persuasive manner. This particular topic sheet, as well as the other in the series, could be improved by the addition of a more explicit "call to action" at the close of the copy. In =his particular sheet, the reader is told that additional informa- tion is available from the Ins=i=ute. However, the Institute's address is positioned under visual content. The "call to action" should be more direc= and the institute's address should be positioned closer to the "call". If possible, a telephone number should be provided. The inconsistency in logo usage is apparent in this sheet. While the con- tent of the sheet mnd the Golden Leaf series is comparable, two different log0s are used. For =he sake of identity continuity, one logo should be selected and used on all Institute publications. TI04880119

Other Economic Publications Tobacco Industry Profile The Profile is an effective means of providing industry statistics. To make the Profile more effective, several changes should be considered: (i) the color of the s=ock should be changed on an annual basis in an effort to facilitate future referencing. (2) standard-size, loose-leaf folder holes should be punched so that the annual sheets could be stored in a loose-leaf folder. (3) the Institute's logo should be added. (4) the availability of more detailed information should be more prominently displayed and a "call to action" added. (5) the categories (topic headings) should be standardized so to facilitate future referencing. State Data Card Series The series provides another effective channel for disseminating data from the ~arton studies. They should be continued as inserts in the historial booklets. Consideration should also be given to the development of a complete package of state data cards. Monthly State CiEarette Tax Report ~ile the report is informative, its appearance should be improved. If possible, =he report should be printed on be~ter stock; loose-leaf holes pro- vided for storing ease; and astericks or some similar devi=e used to direct the reader to the main copy points. The Tax Burden on Tobacco The publication provides a wealth of industry data, and should be widely disseminated. Its design is professional and projects credibility. Two sugges- tions should be considered for makimg the publication more effective: (i) the page on TaxYear Highlights should be developed into a separate summary sheet for quick reference. (2) an explicit "call to action" should be added to the back cover to let the reader know that additional information is available from the Institute. T!04880120

-16- Tobacco HistOry ,Tobacco: Deeply Rooted in America's History, Given its purpose, the booklet is simply excellent. It is well-designed and written. The subheads guide the reader through the topical areas in a logical manner, and the illustrations complement the narrative. The content is informative, providing an excellent source for historical data about tobacco. if a change is needed, the cover should be redesigned in a manner consistent with the state historical series so that they could be packaged together. Tobacco and the Brilliant ~ile the booklet provides interesting historical data, a problem is apparenn. The design of the cover is potentially confusing. The title should be divorced from =he illustration and a subhead added to the title which tells the reader what the booklet is about. A preface should also be added that briefly describes the purpose and the content of the booklet. State Historical Series The new version of the booklets is the best. The design is more consistent with the booklet, Tobacco: Deeply Rooted in America's HeritaEe, and the copy is more readable. Future effort should be devoted to making the national and stane historical series as integrated as possible. Part of this integration should be the development of a complete package. The content of the booklets is informational, and written in a style that is consistent with history texubooks. As mentioned elsewhere, the state economic cards should be placed in the state historical booklets on a continuing basis. And if possible, the cards themselves should be designed so =hat they are graphically comp. a~ibia. Ti048.80121

-17- Smoking and Health The Cigarette Controversey It is not particularly surprising that this is one of the most popular publications of the Institute. The information is well-documented, and the argument persuasively presented. The publication is well designed, and pro- • Jeers a first-rate quality. In an effort to ensure its value to =he Institute, the content should be revised and updated (on a systematic basis) to include additional studies. About Tobacco Smoke This is a well-designed and written booklet. However, several changes should be made in its content: (i) the first paragraph is irrelevant and should be deleted. It is extremely biased, and has nothing to do with the subject matter. (2) long-term exposure effects should be dealt with in the ""}~use Backs and Rabbit Ears" section. (3) the reader should be informed through an explicit "call to zction" that documentation and additional information are available from the Institute. (4) the position statement is good and should be included in all Institute communications. The statement projects an image that conveys that the Institute wants to contribute to the marketplace of ideas the other side of the issues. The Smoking Controversey: A Perspective This is one of the Institute's most effective publications. The argument is well conceived and convincing. Suggestions 3 and 4, detailed above, should be made in an effort to improve the publication. The Cigarette Controversey, 1974: Reference Sources The references ar~ dated and should be updated. Smokin~ and Health, 1964-1979: The Continuin~ Controversey; Cigarette Smokinz and Cancer: A Scientific Perspective.; and Cigarette ~mokin~ and Heart Disease. Each of the reports is well prepared. The documen=atio~ is thorough, and the information presented in a style ~nich is consistent with scientific data reporting. Each would serve the Institute better, however, if an executive summary of the major points was included. The summary wDuld allow the coutent =o be quickly utilized by the press. Additional publications directed a= =he general public should be developed from =he reports. These publications should be designed for dissemination as a package and as separate booklets. TI04880122

-18- Cigarette Smoke and the Nonsmoker Science and Smoke The content of the publication is good, but several changes should be con- sidered in an effort to improve its potential effectiveness: (i) the design of the cover is outdated and clumtered. It should be modernized and cleaned up to present a less busy look. (2) more emphasis Should be placed on the subtitle, "Effect of Smoking o~ Nonsmokers," since this is what the content is about. (3) an explanation of th~ purpose of the publication should be added. The "call ~o action" is good and should be included, as noted elsewhere, in all Institute publications. The Hundred-Year War Against the Cigarette This is a first-rate publication both from a graphic and content point of view. But how does it fit in with the scientific arguments presented in the other publications on smoke and the nonsmoker? Perhaps it should be repositioned as part of'the historical series. True? False? Tobacco Facts Most of the information presented in this publication is based on scientific data. However, Fact 9 is based on the Ins=itute's ideological position, not scientific'fact. Rather than .presentation as a fact, the con~ent should be ~ rephrased as a policy or position statement. ~i~aret~e Smoke and the Nonsmoker and Special Report: Smoking and the Public While the publication, Cigarette Smoke and the Nonsmoker, should replace Suecial Reoor~: Smoking and the Public, the latter makes a clearer distinction between the Ins~itute's ideological position and the presentation of scientific data. The statement called "The Question of Smoking" in the Special Retort should be added as a preface in Cigarette Smo~in~ and the Nonsmoker. A Two-Way S~reez Content-wise the publication presents the Institute's ideological position very effectively. But what does a photograph of a turnpike at night have =o do with the subject matter? The cover is =oo gimmicky and needs to be redesigned. A subtitle such as "Smoking in Public" needs to be added to make the purpose of =he pubiica=ion more apparent. Article Reprints ("The Other Side of the Smoking Worker Controversey" and "Public Smoking Laws: W~o Needs Them? W~o We/Its Them?") Journal articles which present the Institute's position on various issues represent an effective communication channel. They give the impression of impartiality and possess believable qualities. Efforts should he made to expand =he series. Ti04.880123