Growing Up Tobacco Free Preventing Nicotine Addiction in Children and Youths (1994) / Chapter Skim
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4 TOBACCO ADVERTISING AND PROMOTION
4 TOBACCO ADVERTISING AND PROMOTION
Pages 105-140
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From page 105... ...
were smoking daily before age 20.3 At least 3 million * As used in this report, "advertising" refers to expenditures for advertisements in newspapers and magazines and on billboards and transit systems; "promotions" refers to all other expenditures to promote tobacco consumption, especially point-of-sale displays, distribution of samples and specialty items, sponsorship of public entertainment, direct mail, coupons, and retail value-added products.
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From page 106... ...
First, boys and girls are beginning to use tobacco at ever younger ages. The average age at which boys and girls initiate smoking has declined over the past 4 decades by 2.4 years overall for whites, 1.3 years overall for African Americans, and 5.4 and 4.6 years for white girls and African-American girls, respectively.5 The trend for girls to begin smoking at an earlier age began between 1955 and 1966,6 and the likelihood of becoming a daily smoker at an earlier age increased sharply in the early to mid-1970s both for boys and girls.7 During the same period, a second alarming trend in tobacco use has been noted: more and more, youths began using smokeless tobacco products.
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From page 107... ...
Whereas in Cigarette advertising And omen Expenditures : ~ In ~ tallied Stately ~ ~ ~ ~11 - is 5 4 En o ~ =5 ~ ~n ~ 2o ·_ ._ m a 4#~ t#~ Add. 1 975 1 980 1 985 1 990 1 991 Year FIGURE 4-1 Source: Federal Trade Commission.
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From page 108... ...
Tobacco marketing strategies (a) establish attitudinal predispositions that lead nonusers to experiment with tobacco products and interpret their experience as positive and rewarding, (b)
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From page 109... ...
109 au Mob ,0 ~ O e at =.
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From page 110... ...
Self-service displays are an important source of tobacco products for minors. Cigarettes are commonly displayed near checkout counters, and flavored chewing tobacco has been reported to be displayed near candy racks in convenience shops.
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From page 111... ...
Since the 1971 ban on broadcast advertising, tobacco companies have made marketing through distribution a major function of their sales forces, which numbered more than 9,000 industry wide in the early 1980s.2° This marketing technique places the tobacco products in convenient, visible racks, usually self-service, and in point-of-purchase displays. Pointof-sale promotions tend to involve the retailer, as well as the consumer, in a brand product.
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From page 112... ...
The 1994 surgeon general's report has called special attention to sponsorship of sporting events associated with a company's brand name and/or logo, noting that this constitutes one of the most effective means of covert advertising. Even during events that are not sponsored by the tobacco industry, tobacco products are permanently displayed: tobacco billboards are the dominant form of advertisement in many major professional stadiums.
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From page 113... ...
Slade and colleagues conducted a nationally representative, randomdigit dial survey of 1,047 respondents aged 12 to 17 to assess participation in promotional activities.33 They found that 7.6% of the sample had received mail from a tobacco company. Extrapolating this figure to the entire 12- to 17-yearold population, they estimate that 1.6 million teens are on tobacco industry mailing lists.
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From page 114... ...
women's magazines that did not carry cigarette advertisements were 2.3 times more likely to cover the risks of smoking." Magazines for African Americans have earned revenues from tobacco ads since at least 1950. A study of patterns of tobacco advertising in magazines from 1950 to 1965 found that African Americans were at first subject to less, then to more, advertising than whites.37 The greatest concentration of tobacco company advertising is in African-American publications such as Jet, Essence, and Ebony, but many small, local publications and other media serving the African-American community have found it extremely difficult to find other means of financial support, and might not survive without tobacco advertisements.
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From page 115... ...
Tobacco products are marketed to appeal to specific market niches; to existing smokers as well as potential smokers. Tobacco: A Mature and a Growth Market The tobacco industry claims that its primary, if not sole, purposes for advertising and promoting tobacco products are to (a)
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From page 116... ...
The analysis revealed gender-specific relationships with the tobacco advertising campaigns that targeted women and were launched in 1967. Specifically, in girls under 18, smoking initiation increased abruptly around 1967 and peaked around 1973, at about the same time that sales of such brands as Virginia Slims peaked.
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From page 117... ...
Surveys conducted between 1976 and 1990 among seventh to twelfth graders suggest an association between an explosive growth in the use of Camel cigarettes and the Old Joe Camel campaign. A study of this age group in 1990 found that 32.8% of children who smoked reported smoking Camel cigarettes.45 While there is some debate about the underage market for Camel cigarettes before the campaign, that market was very small.46 Furthermore, the study found that the market share for Camels decreased abruptly with age.
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From page 118... ...
The models in cigarette ads appear healthy and happy, in stark contrast to the negative health consequences of smoking. Adolescents who evaluate positively the attributes of models used in cigarette advertising strongly overestimate the prevalence of smokers and give less thought to long-term consequences of risky behavior.56 Associating the names and logos of tobacco products with sporting and musical events serves as yet another vehicle for framing tobacco use around images.
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From page 119... ...
Themes and Images Considerable psychographic research underlies tobacco ad designs.69 Image advertising tends to appeal to youths.70 Notably, each of the three brands
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From page 120... ...
"Tobacco use is the norm." By associating tobacco use with commonplace activities, events, social spaces, or mind-sets, advertising reassures users that smoking and chewing are normal, pervasive, and socially acceptable. Advertising links tobacco consumption to routine social activities and transition points in the daily work-play cycle.
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From page 121... ...
Cigarette advertising has persistently used images and language to reassure smokers and would-be smokers that one can engage in "healthy smoking." Cigarettes have been described over the years as being "mild," " light," "fresh," "smooth," "clean," "pure," "soft," and "natural." The history of cigarette advertising is punctuated by a steady stream of "news" announcements about scientific discoveries and modern materials reducing the hazards and increasing the pleasures of smoking. The public has been exposed to "miracle tip filters," descriptions of "20,000 filter traps," and filters made of activated charcoal, "selectrate," "millicel," "cellulose acetate," or "micronite," described as "effective," "complete," "superior," etc.~° The inferred, perhaps implied, benefit of such filtration systems is reduction if not elimination of cancer-causing agents and other established health risks.
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From page 122... ...
The five themes described above appear not only in tobacco ads, but also in other ads and media images that foster tobacco use. For example, there are no restrictions on how smoking may be portrayed in ads for non-tobacco products in youth magazines.
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From page 123... ...
Human models and cartoon characters in cigarette advertising convey independence, healthfulness, adventure-seeking, and youth activities themes correlated with psychosocial factors that appeal to young people.
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From page 124... ...
The mixed conclusions drawn from these studies should not be interpreted as evidence that advertising has little or no influence on tobacco use. Econometric methods are better suited to assessing the impact of governmental policies intended to restrict tobacco advertising or significantly increase the price of tobacco products, but even these studies are incapable of providing definitive information about how different population groups (for example, youths and ethnic groups)
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From page 125... ...
The strongest evidence to date on the effect that legal restrictions of promo tional activities have on tobacco consumption is drawn from a study of trends in 33 countries between 1970 to 1986, commissioned by the government of New Zealand. The 33 countries studied (24 free-market economies and 9 centrally planned East European economics J provide over 400 calendar years of observation of different tobacco prices, personal incomes, and advertising restrictions, including tobacco advertising bans.
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From page 126... ...
Sources: The following were cited by the Toxic Substances Board. Health or Tobacco: An End to Tobacco Advertising and Promotion.
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From page 127... ...
Sources: The following were cited by the Toxic Substances Board. Health or Tobacco: An End to Tobacco Advertising and Promotion.
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From page 128... ...
These public service antismoking messages, which had appeared from July 1967 to January 1971 along with cigarette ads as a result of the FCC's Fairness Doctrine, apparently had been far more effective in reducing smoking than the pro-smoking ads in increasing it.98 For this reason it was in the tobacco industry's best interest to remove ads from radio and television, and to shift marketing dollars to promotionals and giveaways. RATIONALE FOR RESTRICTIONS Over the decades, tobacco advertising and promotional efforts that reach children and youths have not diminished unless social or legal pressure was brought to bear on the tobacco industry or the advertising media.
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From page 129... ...
They have therefore pressed for Congress to restrict tobacco promotion and advertising, arguing that the advertising and promotion of tobacco products on the scale and in the manner described in this chapter tend to increase the overall prevalence of tobacco consumption as well as increase the initiation of smoking by youths. In response, the tobacco industry argues that, among smokers, advertising and promotion affect market share, not the level of consumption.
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From page 130... ...
It is enough that the advertising and promotional activities described above in this chapter have the natural tendency to encourage initiation and maintenance of smoking by children and adolescents. There can be no doubt that the tobacco companies aim to portray smoking in a favorable light and to communicate messages that link use of tobacco products to positive feelings, images, and experiences.
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From page 131... ...
As a result, tobacco advertising and promotion undoubtedly contribute to the multiple and convergent psychosocial influences that lead children and youths to begin using these products and to become addicted to them. As already noted, the Committee believes that American society, through all organized social institutions, should take aggressive measures to discourage the use of tobacco products by children and youths.
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From page 132... ...
Second, after state regulatory authority has been clarified and restored, states and localities should severely restrict the advertising and promotion of tobacco products on billboards and other outdoor media, on vehicles, in facilities of public transportation, in public arenas and sports facilities, and at the point of sale. States and localities should either ban tobacco advertising and promotion altogether or should restrict such messages to a "tombstone" format.
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From page 133... ...
restricting to a tombstone format the advertising of tobacco products in print media, including magazines and newspapers, or in other visual media, including videotape, videodisc, video arcade game, or film; (b) banning the commercial use of the registered brand name of a tobacco product, trademark, or logo, or other recognizable symbol for such a product in any movie, music video, television show, play, video arcade game, or other form of entertainment, or on any other product; and (c)
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From page 134... ...
Report to Congress: Pursuant to the Comprehensive Smokeless Tobacco Health Education Act of 1986. Washington, DC: Federal Trade Commission, 1993.
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From page 135... ...
Blum, Alan. "The Marlboro Grand Prix: Circumvention of the Television Ban on Tobacco Advertising." New England Journal of Medicine 324:13 (28 Mar.
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From page 136... ...
"Consumer Beliefs and Behavior with Respect to Cigarette Smoking: A Critical Analysis of the Public Literature." Report prepared for the Federal Trade Commission, May 1977.
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From page 137... ...
"How an Unhealthy Product Is Sold: Cigarette Advertising in Magazines, 1960-1985." Journal of Communication 37:4 (1987)
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From page 138... ...
Report to Congress: Pursuant to the Federal Cigarette Labeling and Advertising Act. Washington, DC: Federal Trade Commission, 1968.
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From page 139... ...
"Cigarette Advertising Code." 5.
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