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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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 Ervin R Sobanski

Section R4

CMN 101 - Public Speaking Thursday, November 29th, 2018

Round 4 - Full Sentence Outline

Underage Electronic Cigarette Usage in the United States

I. Attention: During a highly controversial ten year advertising campaign that began in 1987, Joe Camel, a cartoon human-like camel, often depicted standing upright while dapperly dressed in a tuxedo and signature bowtie, served as the face of a line of infamous advertisements in popular magazines and print publications geared specifically to children and underage users, who idolized him as a superhero-like role model, for American tobacco tycoon Camel Cigarettes's newest no tar products. While the use of Joe Camel was outlawed by Congress after the Janet C. Mangini versus R.J. Reynolds court case in July of 1997, modern day examples of similar marketing tactics continue to exist today in the sale of electronic cigarettes. Popular electronic cigarette manufacturer Juul was faced with severe backlash after airing advertisements featuring suspiciously vivid colors, lively text fonts, exciting graphics, and young promotional models in mid-2015. This lucrative, youth and teen centered subliminal marketing paired with their wide range of attractive electronic cigarette pod flavors, including the likes of mango, cool mint, and crème brûlée, has allegedly resulted in the onset of an alarmingly rising number of underage electronic cigarette users - an issue that commissioner and medical doctor Scott Gottlieb declared as a growing national epidemic in a public statement released by the U.S. Food and Drug Administration in September of 2018.

Transition: The underage use of electronic cigarettes is only a recent phenomenon.

II. Need: The use of electronic cigarettes and their variants among youth and teen underage users, who often lack awareness of their underlying health effects and addictive properties, has been rapidly growing in recent years.

 A. Youth and teenager underage users below the age of 18, despite being unlawfully marketed towards by manufacturers such as Juul, may continue to be unaware of the properties of electronic cigarettes.

1. Invented in 2003, an electronic cigarette is a device that unlike its paper and tobacco counterpart, does not require a lighter for use. Instead, handheld electronic cigarettes are battery operated and release aerosol vapor - a characteristic smoke - upon inhalation after heating an often replaceable e-liquid traditionally containing three chemical ingredients: nicotine, propylene glycol, and glycerol.

a. With Juul along offering eight unique flavors alone, electronic cigarette liquid will often carry a distinct pleasant taste along with it, making them more desirable than other fowl tasting tobacco products.

b. While often marketed as an alternative to aid in quitting smoking, one Juul pod, or cartridge, contains an amount of nicotine equivalent to 20 cigarettes.

i. As one pack of cigarettes contains 20 units, a single Juul pod is equal to one

pack of cigarettes in terms of nicotine content. (AA)

2. With 460 different companies producing them worldwide, it is easy to see why electronic cigarettes come in a variety of shapes and sizes.

a. While come may look like ballpoint pens or even pipes, Juul is trademarked by their characteristic USB flash drive shape that is easily disguise-able in a school environment or around even the most observant of parents. (AA)

B. Youth and teenage underage usage of electronic cigarettes and tobacco products has increased dramatically across the United States in recent years.

1. As described in their November of 2018 Morbidity and Mortality Weekly Report, the Centers for Disease Control and Prevention reported that electronic cigarette usage by high school students in the United States alone increased by 1287% over a 7 year period between 2011 and 2018, growing from 220,000 to 3.05 million high school students nationally.

 a. Even more alarmingly, as described in the same November of 2018 study, the Centers for Disease Control and Prevention reported that between 2017 and 2018, electronic cigarette usage among high school students increased by 78%.

i. This shows that electronic cigarette usage by high school aged users has only

recently skyrocketed over a short, mere 12 month period.

2. Electronic cigarette usage among middle schoolers proves to be equally problematic, with the Centers for Disease Control and Prevention reporting in the same November of 2018 publication that numbers for this group rose 850% from 60,000 to 570,000 students between 2011 and 2018 and 48% in the same 12 month period between 2018 and 2018.

a. With 3.05 million high school and 570,000 middle school students engaging in the use of electronic cigarettes, a total of 3.62 million electronic cigarette youth and teenage underage users exist across the United States in 2018.

i. In comparison, 3.62 million high school students is equivalent to over 100 times the undergraduate population at the University of Illinois at Urbana Champaign (AA).

ii. Results of the research conducted by Centers for Disease Control and Prevention in November of 2018 indicate that 1 in 5 high schoolers and 1 in 20 middle schoolers across the United States engage in electronic cigarette use in 2018. (AA)

C. The growing rise in popularity of electronic cigarette usage places places 3.62 million youth and teen underage users at direct risk of the dangerous underlying health consequences of electronic cigarettes.

1. The largest risk pertaining to the use of electronic cigarettes is their high nicotine content, which, as discussed earlier, is comparable to that of traditional cigarettes.

a. As electronic cigarettes do not carry the same social stigma as their paper equivalents and at times even being encouraged by peers and media, severe substance abuse, particularly among youth and teen underage users, can occur unknowingly.

 2. As discussed in an extensive January of 2016 report by the United States Department of Health and Human Services, electronic cigarette usage, even over a short period of time, the exposure of nicotine, a psychoactive substance, to youth and teen users has been demonstrated to result in negative neurobiological changes to the steadily developing brain of adolescents, causing them to become addicted and dependent on nicotine, engage in harmful reward seeking behavior, experience attention and cognitive decline, develop unstable disorders surrounding mood, such as anxiety and aggression, and heighten their likelihood of using traditional cigarettes later in life.

Transition: It has never been clearer that the growing rate of of underage electronic cigarette use in a severe problem that desperately requires a solution.

III. Satisfaction: To reduce the rapidly growing rate of electronic cigarette usage among youth and teen underage users, we must focus on bringing awareness of the issue to our local communities, even if it may be uncomfortable at times.

A. The Know The Risk campaign, a 2018 collaboration launched between the Centers for Disease Control and Prevention, U.S. Department of Health and Human Services, and the Office of the U.S. Surgeon General, provides healthcare professionals, teachers, parents, and other concerned members of the public with the resources to approach youth and teen underage electronic cigarette and encourage conversation that does not criminalize or shame their habits but, rather, encourages them to understand the consequences of turning to nicotine as a source of emotional numbing or enjoyment.

1. Taking on this type of progressive approach enables trusted adults and peers to effectively combat the rising rate of youth and teen electronic cigarette usage without placing victims of nicotine addiction at a young age into a vulnerable and often defensive state.

a. Healthy habits can be developed by focusing on factual evidence, disproving common myths - particularly ones pertaining to the perceived safety and ingredients of electronic cigarettes - and frequent encouragement that forms a powerful trusted relationship.

 B. Undergraduate students like ourselves can directly combat the growing number of youth and underage electronic cigarette users throughout the United States one step at a time by contributing towards the groups in our local community.

1. Located just 1 mile from campus, P.A.T.S. Prevention and Treatment Services, a substance abuse prevention, treatment, and recovery organization dedicated to the mission of helping troubled youth and their families through proactive counseling efforts.

a. Offering a wife range of services revolving around physical and mental health, undergraduate students like ourselves can be useful by taking part in training courses, volunteering to facilitate programming, engaging in summer camp and holiday activities, and providing tutoring services to middle schoolers and high schoolers in the Urbana- Champaign area.

i. Just imagine the influential difference a single positive role model can make in

the life of a young person combating an addiction aimlessly. (AA)

C. It is easy to see why you may think youth and teen underage electronic cigarette usage, especially after its rapid growth in the past year alone, has become permanently engrained throughout society in the United States and is a lost incurable cause.

1. You may think that drug and substance abuse awareness campaigns are ineffective at providing adequately preventative measures against the growing underage electronic cigarette use problem, but that is not the case.

a. In their study of 1125 adolescents between the ages of 13 and 17 conducted in January of 2017, the International Journal of Environmental Research and Public Health researched the effectiveness of the U.S. Food and Drug Administration's nationwide The Real Cost, a widely recognized tobacco and nicotine use education and prevention campaign, and concluded that 88% of the group surveyed reported remembering

one or more advertisements and/or slogans from the series.

b. Of those 88% in the same January 2017 study by the International Journal of Environmental Research and Public Health, or 990 at-risk 13 to 17 years, a majority reported shifting the once positive or neutral perception they had of tobacco and nicotine

 usage beforehand to one that was considerably more negative due to becoming better informed on the disastrous health risks associated with such activity.

2. You may also think that manufacturers such as Juul, which dominates the electronic cigarette market in the United States, have become too powerful and stubborn to change their current business and marketing practices, but that is not the case.

a. As described by the U.S. Food and Drug Administration in their September of 2018 public statement, through a combination of public scrutiny and pressure from the FDA in the form of instituting and placing regulation and restrictions on electronic cigarette manufacturers, companies such as the likes of Juul having unwillingly their once successful business tactics and sales approach to one that is far more conservative and conscientious of public opinion.

i. Major changes made by Juul include temporarily ceasing the sale of flavored pods, or electronic liquid cartridges, which proved to be especially popular among underage users, at retailers and stores, redesigning current controversial advertisements to ones that target substantially older demographics, and instituting a new meticulous ID verification process when consumers purchase items through their online vendors. (AA)

Transition: Collectively raising awareness of the often overlooked underlying consequences of underage electronic cigarette use can transform the current dismal trajectory youth health in the United States finds itself on today.

IV. Visualization: Imagine that through nationwide efforts starting in our own communities of raising awareness of the dangerous underlying health consequences associated with underage electronic cigarette use, the reported 3.62 million electronic cigarette underage high school and middle schooler current users across the United States by the Centers for Disease Control in November of 2018 can be freed from their addiction and dependency to nicotine - a healthier and happier future.

 Transition: This desired future, however, is not possible without each and everyone one of you taking initiative in the present moment.

V. Call to action: When you leave here better informed than every before on the rising number of underage electronic cigarette users, consider visiting P.A.T.S. Prevention and Treatment Services's website at, calling them at 217-954-1128, or stopping by their office located just 1 mile from campus at 300 S. Broadway Avenue and enrolling in their 10 hour risk education class. This free class will equip you with the toolkit needed to enact meaningful change in the lives of thousands of high schoolers and middle schoolers in the Urbana-Champaign area - assisting them in developing healthy habits for the bright futures ahead of them.

 Ervin R Sobanski

Section R4

CMN 101 - Public Speaking Thursday, November 29th, 2018

Round 4 - Works Cited

Underage Electronic Cigarette Usage in the United States APA Format

APA Format

U.S. Food and Drug Administration, & U.S. Department of Health and Human Services. (2018,

 September 12). FDA takes new steps to address epidemic of youth e-cigarette use, including a historic

 action against more than 1,300 retailers and 5 major manufacturers for their roles perpetuating youth

 access. Retrieved November 21, 2018, from


  Cullen, K. A., Ambrose, B. K., Gentzke, A. S., Apelberg, B. J., Jamal, A., & King, B. A. (2018, November 16). Notes from the Field: Use of Electronic Cigarettes and Any Tobacco Product Among Middle and High School Students — United States, 2011–2018. Retrieved November 21, 2018, from https://

Blank, M. D., Chaloupka, F. J., Feirman, S. P., & Foulds, J. (2017, January 1). E-Cigarette Use Among Youth and Young Adults: A report of the Surgeon General [PDF]. Atlanta, GA: U.S. Department of Health and Human Services.

Huang, L., Lazard, A. J., Pepper, J. K., Noar, S. M., Ranney, L. M., & Goldstein, A. O. (2017, January 4). [PDF]. Chapel Hill, NC: International Journal of Environmental Research

and Public Health.

    Impact of The Real Cost Campaign on Adolescents' Recall, Attitudes, and Risk Perceptions about

 Tobacco Use: A National Study

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