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Disfluent by Design, Featured, The Printed Word »

[10 Nov 2010 | Comments Off | ]
We Interrupt this Package…

Today the FDA proposed a series of required warnings for cigarette packages and advertisements. Initially, 24 concepts were proposed of which 9 will ultimately be adopted. The basic formatting devotes half of the package or advertisement to a public service announcement alerting the user that, in no uncertain terms, smoking is really, really bad for them. The FDA’s goal is to create disfluency by disrupting the traditional branding created by the tobacco companies and replace it with the public service announcement.
By subjugating the brand to the warning message, the FDA …