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Smokers Are Suckers: Should Incongruous Metaphors Be Used in Public Health Prevention?

Although strong doubts exist as to the way the public opinion perceived the campaign, the tobacco industry seems to have received the message perfectly well: The Nonsmokers' Rights Association sees the matter differently, arguing that the campaign was merely a novel strategy that sought to garner the attention of young people on a major public health issue that concerns them deeply.

So far, though, it is clear that the big winner of this controversy is the marketing agency that designed the campaign. This public discussion surrounding the campaign has certainly surpassed their wildest expectations, particularly given that only 15 campaign flyers have been printed and space in only two magazines has been purchased. Besides, it seems that most of the young people, to whom the campaign was primarily directed, were not as shocked as many of the adults who saw the image. This may mean, then, that the campaign missed its mark because it did not have the desired effect on its target audience.

Metaphors are only successful if their meaning is understood by the people they target. From one point of view, it can support public policy by presenting smokers as victims and tobacco and its manufacturers as aggressors. The public opinion might have perceived this initiative as a strong support for victims. The metaphor is so powerful it leaves no room for a constructive public policy debate between the involved stakeholders given that, for example, the criticism can expand to any government collecting taxes from tobacco sales, making them guilty by association.

Hence, not surprisingly, almost nothing is known regarding the concrete actions the Nonsmokers' Rights Association might effectively be taking to fight smoking.

Top-22 Figures of Speech in English (PART-2)

As suggested by a governmental report recently published in France, an option to improve the efficiency of strategies in public health prevention could be a more systematic use of behavioral and brain sciences when designing them. The war against tobacco is certainly a tough one.

mixed metaphor

But we'd rather fight with finely crafted strategies rather than poorly designed weapons of mass communication that can lead to collateral damages. National Center for Biotechnology Information , U. Am J Public Health.

Reprints can be ordered at http: Accepted April 22, This article has been cited by other articles in PMC. The cognitive mechanisms of adversarial humor.

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You may discover them, you may make them up, but what is wanted are incongruous metaphors, ones where the literal and figurative. Incongruity of Metaphors [Hindol Datta] on bahana-line.com *FREE* shipping on qualifying offers.

International Journal of Humor Research 19 3. His research interests include discourse structure analysis, cognitive semantics, language—emotion interface, and linguistic humor theory.

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Smokers Are Suckers: Should Incongruous Metaphors Be Used in Public Health Prevention?

Prices do not include postage and handling if applicable. Masthead The impact of humor on memory: Is the humor effect about humor? Satire and definition by Condren, Conal Script theory revis it ed: A theoretical and empirical review of psychoanalytic, superiority, and social identity theories by Ferguson, Mark A. Masthead Joking in the face of death: A terror management approach to humor production by Long, Christopher R. Volume 30 Issue 4 Oct , pp. Volume 29 Issue 4 Oct , pp. Volume 28 Issue 4 Oct , pp. Volume 27 Issue 4 Oct , pp. Volume 26 Issue 4 Oct , pp.

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Incongruous metaphors

University of California Press. Volume 5 Issue 4 Jan , pp. Using the aforementioned campaign as an example, one can easily see a real paradigm shift in the strategies employed to prevent adolescents from smoking. Volume 2 Issue 2 Jan , pp. In other words, nobody expected a nonverbal metaphor on smoking to take not only a sexual turn, but also an illegal one by depicting the tobacco industry as a sexual predator and to a certain extent evoke submission for capital gain. Humour in the English language.

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mixed metaphor

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Volume 7 Issue 2 Jan , pp. Volume 6 Issue 3 Jan , pp. Definition of mixed metaphor. First Known Use of mixed metaphor circa , in the meaning defined above. Learn More about mixed metaphor.

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