National Academies Press: OpenBook

Growing Up Tobacco Free: Preventing Nicotine Addiction in Children and Youths (1994)

Chapter: (GRAPHIC AND CONTENTS FOR CHAPTER 4)

« Previous: 3 SOCIAL NORMS AND THE ACCEPTABILITY OF TOBACCO USE
Suggested Citation:"(GRAPHIC AND CONTENTS FOR CHAPTER 4)." Institute of Medicine. 1994. Growing Up Tobacco Free: Preventing Nicotine Addiction in Children and Youths. Washington, DC: The National Academies Press. doi: 10.17226/4757.
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Page 103

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Suggested Citation:"(GRAPHIC AND CONTENTS FOR CHAPTER 4)." Institute of Medicine. 1994. Growing Up Tobacco Free: Preventing Nicotine Addiction in Children and Youths. Washington, DC: The National Academies Press. doi: 10.17226/4757.
×

Page 104

4 TOBACCO ADVERTISING
AND PROMOTION

CONTENTS

Introduction: Maintaining the Market

105

Shifting Trends in Tobacco Marketing

107

Promoting Tobacco Use to Consumers

108

Inhibiting Opposition to Tobacco Use

114

The Tobacco Market and Market Segmentation

115

Tobacco: A Mature and a Growth Market

115

Market Segmentation to Reach Youths

115

The Appeal of Tobacco Ads to Children and Youths

116

Psychosocial Mechanisms Through Which Advertising Influences the
Behavior of Children and Youths

117

Themes and Images

119

Critical Assessment of Studies on Advertising Recall, Advertising
Expenditures, and Tobacco Consumption

123

Studies of Advertising Recall

123

Econometric Studies of the Relationship Between Advertising
and Consumption

124

Studies of the Effects of Advertising Bans

124

Rationale for Restrictions

128

Recommendations

131

Policy Recommendations

131

Research Recommendations

133

References

134

Suggested Citation:"(GRAPHIC AND CONTENTS FOR CHAPTER 4)." Institute of Medicine. 1994. Growing Up Tobacco Free: Preventing Nicotine Addiction in Children and Youths. Washington, DC: The National Academies Press. doi: 10.17226/4757.
×
Page 103
Suggested Citation:"(GRAPHIC AND CONTENTS FOR CHAPTER 4)." Institute of Medicine. 1994. Growing Up Tobacco Free: Preventing Nicotine Addiction in Children and Youths. Washington, DC: The National Academies Press. doi: 10.17226/4757.
×
Page 104
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Growing Up Tobacco Free: Preventing Nicotine Addiction in Children and Youths Get This Book
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Tobacco use kills more people than any other addiction and we know that addiction starts in childhood and youth.

We all agree that youths should not smoke, but how can this be accomplished? What prevention messages will they find compelling? What effect does tobacco advertising—more than $10 million worth every day—have on youths? Can we responsibly and effectively restrict their access to tobacco products?

These questions and more are addressed in Growing Up Tobacco Free, prepared by the Institute of Medicine to help everyone understand the troubling issues surrounding youths and tobacco use.

Growing Up Tobacco Free provides a readable explanation of nicotine's effects and the process of addiction, and documents the search for an effective approach to preventing the use of cigarettes, chewing and spitting tobacco, and snuff by children and youths. It covers the results of recent initiatives to limit young people's access to tobacco and discusses approaches to controls or bans on tobacco sales, price sensitivity among adolescents, and arguments for and against taxation as a prevention strategy for tobacco use. The controversial area of tobacco advertising is thoroughly examined.

With clear guidelines for public action, everyone can benefit by reading and acting on the messages in this comprehensive and compelling book.

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