14Ĭigarette brand advertising and promotion are characterised by “user imagery” creative tactics. 13 A similar study found that exposure to and awareness of tobacco advertisements are positively correlated with adolescent smoking. Other studies using similar techniques have shown that tobacco advertisements are widely recognised by young children, with primary school children being able to identify cigarette brands from advertisements in which the brand names were obscured. Innovative studies that have utilised pictures of brand names and logos have shown that children as young as 3 years old can correctly recognise logos and understand advertisements, 12 with up to 90% of US 6 year olds being able to recognise the cartoon character Joe Camel. 6– 10 The industry argues that, far from encouraging the uptake of smoking, its primary purpose is to encourage adults to switch brands. 5Īlthough the tobacco industry claims that tobacco advertising and promotion are not aimed at those under age, it is widely accepted that cigarette advertising and promotion play a part in children's decision to smoke. 2, 4 Of those who smoke daily in high school, it is projected that 75% will still be smoking 7–9 years later, and one third of these early starters will die from tobacco related causes. 3 In both countries, almost 90% of smokers commenced smoking before the age of 18. 1, 2 It has been estimated that in Australia, 20 000 teenagers commence smoking each year, 3 and in the USA this figure is close to one million.
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Relative to the Marlboro pack only, the Marlboro ad increased positive perceptions of the Marlboro user on adventurous, interesting, and relaxed.Ĭonclusions: The results presented here support restrictions being placed on advertising at point of sale, since such ads have the potential to increase positive brand user imagery directly in the situation where a product purchase can take place, and hence the potential to increase the likelihood of impulse purchasing.Īdolescent smoking rates have levelled out in many countries, but appear to be increasing in others. For example, participants viewing the Benson & Hedges advertisement, as distinct from those viewing the Benson & Hedges pack only, were more likely to describe the Benson & Hedges user as relaxed, interesting, cool, rich, adventurous, and classy.
![marlboro ad playboy april 1998 marlboro ad playboy april 1998](https://www.tias.com/stores/adateintime/pictures/26076b.jpg)
Results: In a majority of the brand user descriptions, the cigarette advertisements increased brand user imagery in a positive way, especially for Benson & Hedges. Subjects: One hundred year (grade) 6 and 7 students (age range 10–12 years), from four Western Australian metropolitan primary schools, participated in the study. Two brands were used in the study: Benson & Hedges, and Marlboro. All students then rated the brand user on a set of 12 bipolar adjectives.
![marlboro ad playboy april 1998 marlboro ad playboy april 1998](https://i.ebayimg.com/images/g/wEkAAOSwZ8ZW4A4e/s-l400.jpg)
![marlboro ad playboy april 1998 marlboro ad playboy april 1998](https://i.ebayimg.com/images/g/HFcAAOSwZvdgHCiT/s-l400.jpg)
In the control condition, students were exposed to a photograph of a packet of cigarettes in the intervention condition, students were exposed to an ad for cigarettes, typical of point of sale advertising posters. Objectives: To determine the potential impact of point of sale advertising on adolescents so as to inform changes to the Tobacco Control Act.ĭesign: Participants were randomly assigned to one of two conditions.