"Thank You for Smoking" Ethics Reflection

 After viewing the 2005 movie "Thank You for Smoking," directed by Jason Reitman, many questions arose regarding morals in the field of strategic communications. This was a key example where I saw a stark contrast between simple communication and "strategic communication"; Nick Naylor, the main character in the film, was able to spin his messages regarding tobacco and smoking in a way that was intriguing for his target audience, primarily children.

One of the key examples of this was when he was in court and was asked about the implications of not putting the skull figure on a box of cigarettes to convey the dangers to a broad array of communities. Instead of saying he would prevent his son from smoking at all costs, he instead said that if his son wanted cigarettes once he turned 18, then he would buy him his first pack.

The wording, the specific message, and the intention behind this bold statement is a prime example of what strategic communication is. His response upheld his views because he is the PR individual and lobbyist for the Academy of Tobacco Studies; however, he did not explicably need to say he endorses smoking. He highlighted the consumer's right to choose if they want to smoke or not.

Because of the moral and ethics, I would not be able to work in his position. Even if I did not smoke, as a lobbyist, I would be partially responsible for the next generation of smokers. 

According to the CDC, "cigarette smoking is linked to about 80% to 90% of lung cancer deaths." With this statistic alone on my conscience, I could not associate myself with a brand that is responsible for these devastating numbers. But the tobacco industry is huge---the CDC stated that cigarette advertising and promotional expenses for this industry ended up being around $8 billion in 2022. 

Although this film is a great example of when ethics mix with the strategic communication field, it also shows how as future industry professionals, we have to be able to promote our company, business, politician, sports team, etc. in a way that makes the audience think that there simply cannot be a better option.

Even though smoking is discouraged by society as a whole, I do not think it should be edited out of old movies. Films with Humphrey Bogard, for example, portray his character smoking on various occasions. I believe the purpose is not to convince an audience to smoke; rather, I think it is for aesthetic purposes that add to the mood of the film.

When thinking whether an option crosses an ethical line versus a legal line, I think that although something may be legal, it will not always be ethical. Doing something for the sake of advertising while fulfilling any legal parameters will be allowed through the eyes of the government, but it could still cross an individual's set of personal ethics. 

If Nick Naylor can use spin to convince young generations to buy into smoking, then as professionals, we can draw attention to our products in an ethical matter and use spin to better the world and to better the youth.