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Read Discovering the Truth: The Operation of Ethos in Anti-Smoking Advertising, by Rebecca Feldmann, In this essay, Feldmann dissects the way the Truth antismoking campaign has achieved results by appealing to a teenage audience’s need for independence and rebellion. She notes that the campaign’s strategy has encouraged teens to stand up against the smoking industry. By accepting Truth’s agenda, however, Feldmann asks, “how is the advertising strategy of the Truth campaign that different from the deceiving strategies employed by tobacco advertising?” 

On YouTube or through in Internet search, find the Truth website and some of its antismoking videos. After learning more about the organization and viewing some of its ads, what is your response to the question Feldmann poses above? 

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