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Show The Park Record Wed/Thurs/Fri, July 9-11,.2008 A-11 HERE'S TO YOUR HEALTH PHOTOS • PRINTS • FINE ART Quality art andtopquality sorvice to meet all your framing needs Byjoanjacobson most unique collection of pre-made Young people have power to resist tobacco hype In the recent weekly issue rettes in commercials. hooked. This is because hun- rette packages. Youth had to (June 27, 2008) of the Mortality The decline in smoking-tobac- dreds of thousands of adult smoke many Camel cigarettes to and Morbidity Weekly Report co use by high school age chil- smokers die off or quit. receive these promotions. (MMWR), researchers at the dren is mainly attributed to com- Companies need teens to start Naturally the tobacco compaCenters for Disease Control munity-wide programs. Some of smoking to keep up their rev- nies put the blame on the youth (CDC) analyzed prevalence of these are school-based tobacco- enues up to stay in business. who saying "Youth have a choice current cigarette use among high use prevention policies and pro- Teens need to know how tobacco whether to smoke" their product. school students in the United grams, and interventions to companies are targeting them so Another more subliminal mesStates. Data from the national reduce advertising promotions that they can understand and sage is the smoking is an "adult Youth Risk Behavior Survey and availability of the product. fight back. Reasons for teen activity" and children and teens (YRBS) between the years of Higher prices for tobacco prod- smoking are interesting: "My can pretend to be grown up if 1991 and 2007 were analyzed. ucts are also helping to curb teen friends smoke." "I just wanted to they smoke. The CLA admonishThe purpose of the survey is to smoking. try it.'1 "I thought it was cool." es teens: "Don't believe the provide national estimates and In every study there are limi- "My parents smoke." Obviously, hype." Advertising is simply a statistical data analysis tations; in this case there tactic to make money. The YRBS, a component of are two. First, these data Young people the CDC's Youth Risk Behavior apply solely to youths who have the power to resist During the mid-1990s there was an Surveillance System, used cross- attend school. What about this type of marketing sectional data representative of youths who do not attend expanded tobacco company promotion- and to remain smokepublic and private schools in all school or dropped out free. Teens have the 50 states and the District of while the study was being al effort. This included discounted pricespower to be advocates Columbia. The sample sizes conducted? Second, the on the most popular brands, actors ° f a smoke-free society. ranged from 10,904 to 16,296. In extent of under- or over. . . They should not underthe survey, students completed reporting cannot be deterSmOKing in popular mOVieS and teleVIestimate their power in anonymous self-administered mined despite the fact that questionnaires that included the survey questions were sion, the availability of hats and shirts identically worded questions tested and re tested for models for their with cigarette company logos, and mar- role about cigarette use. good reliability. peers. Showing that In the report, three behaviors The national health keting cigarettes in commercials." they don't smoke will were assessed: lifetime cigarette objective by 2010 is to ^ ^ ^ provide an example for use (ever tried cigarette smoking, reduce cigarette use others. High school faceven one or two puffs, current among high school stuulty and sports coaches cigarette use (smoked once in 30 dents to less that 16 percent. peer influence is an important can also be role models for the days), and current cigarette use This can only be achieved if the factor to begin smoking. Many youth. In addition, the adminis(smoked on 20 or more days dur- declines that were evident in cig- teens report that this is the main trators in the schools should proing the 30 days before the sur- arette smoking in 1997-2003 reason they began smoking. vide, on a regular basis, a focus vey). Race and ethnicity were resume. Comprehensive tobacIt is clear that the tobacco on programs that reject smoking. designated only for non-Hispanic co-control programs that use industry also targets teens. For These programs should stress the Blacks. non-Hispanic white, and coordinated evidence-basted instance, when teens see movies consequences of developing a Hispanic students, who might be strategies need to be continued and television shows with their habit or addiction such as smokfrom any race. and revitalized to assure further idols smoking, they are inspired ing cigarettes or other forms of Significant trends were detect- decline in smoking by high to try it themselves. The compa- tobacco use. ed. Cigarette smoking rose in the school students. When programs nies know how influential the The American Lung earlier years. For instance, the appear to be helping reduce media can be. It is well known Association adds that adolescents prevalence of cigarette smoking tobacco use by teens, they should that tobacco companies have who smoke regularly can have increased from 27.5 percent in be shared and continued. paid to have movie stars smoke just as difficult a time quitting the 1991 to 34.6 percent in 1997. In Granted, the rate of smoking is their brands of cigarettes on the habit as long-term adult users. 2003 smoking declined to 21.9 declining, but because teenage screen. They know that teens Tobacco use in adolescence is percent and has remained stable males have higher rates of smok- who like the stars would also like associated with a range of other ing, there should be interven- the idea of smoking that particu- heath-compromising behaviors through the 2007 report. During the mid-1990s there tions that will focus on these lar brand. including fighting. carrying was an expanded tobacco compa- teens especially. Advertising is another avenue weapons, engaging in high-risk ny promotional effort. This The Canadian Lung that the tobacco companies use sexual behavior, and using alcohol included discounted prices on the Association (CLA) has present- to lure teenage to begin smoking. and other drugs. They should be most popular brands, actors ed additional insight as to why Who can forget the cartoon char- told that heart disease, lung cansmoking in popular movies and teens smoke. They report that acter, "Joe Camel." "Joe Camel" cer, and chronic lung disease are television, the availability of hats most people who smoke start in ads offered leather jackets, san- associated with long-term smokand shirts with cigarette compa- their teens. Tobacco companies dals, and neon signs in exchange . ing behaviors. The slogan should ny logos, and marketing ciga- are desperate to get teens for coupons from Camel ciga- be: "Stop while you still can!" frames! 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