Advertising Messages ebooksclub.org Tobacco or Health Physiological and Social Damages Caused by Tobacco Smoking Second Edition

As฀an฀ingrained฀activity,฀the฀combination฀of฀coffee฀and฀cigarette,฀in฀particular,฀is฀often฀ the฀hardest฀to฀check฀in฀smokers฀who฀want฀to฀quit. Social฀interaction:฀When฀two฀or฀more฀people฀smoke฀at฀the฀same฀time,฀this฀makes฀it฀ •฀ easier฀for฀them฀to฀socialise฀because฀the฀cigarette฀helps฀to฀create฀a฀shared฀identity฀this฀ situation฀ can฀ be฀ compared฀ with฀ dog-walkers฀ in฀ the฀ park฀ who฀ fall฀ into฀ conversation฀ much฀more฀easily฀by฀means฀of฀this฀“vehicle”฀than฀people฀who฀are฀simply฀out฀walking.฀ Adolescents฀ind฀this฀situation฀pleasant฀because฀they฀then฀belong฀and฀are฀accepted. Health:฀While฀the฀tobacco฀industry฀cannot฀begin฀to฀claim฀that฀smoking฀is฀healthy฀in฀any฀ •฀ way,฀it฀manages฀to฀create฀the฀illusion฀of฀positive฀associations฀in฀that฀cigarette฀ads฀employ฀ actors฀who฀are฀young,฀dynamic,฀glowing฀with฀health฀and฀shown฀smoking฀in฀wonderful,฀ visually฀stunning฀locations.฀The฀intention฀is฀to฀depict฀smoking฀as฀relatively฀harmless.฀ In฀addition,฀the฀cigarettes฀are฀glamorised฀using฀epithets฀such฀as฀“mild”,฀“light”,฀“pure”,฀ “natural”฀and฀“fresh”฀possibly฀with฀added฀menthol. Many฀psychologists฀have฀developed฀theoretical฀models฀on฀the฀effectiveness฀of฀advertising฀ in฀encouraging฀smoking฀initiation:฀problems฀of฀communication฀theory฀naturally฀arise฀in฀ this฀area฀and฀these฀can฀be฀used฀to฀develop฀a฀deeper฀understanding฀of฀the฀reception฀and฀ intellectual฀processing฀of฀advertising฀messages.฀The฀key฀stages฀are฀stimulus฀reception,฀ stimulus฀processing฀and฀production฀of฀a฀resultant฀action฀ [49] . Conversely,฀anti-smoking฀TV฀campaigns฀can฀achieve฀a฀marked฀decline฀in฀the฀number฀of฀ smokers฀if฀they฀continue฀to฀be฀broadcast฀over฀a฀prolonged฀period฀e.g.฀for฀18฀months.฀A฀ series฀of฀interviews฀was฀conducted฀in฀2,997฀smokers฀and฀2,471฀ex-smokers฀before฀the฀inter- vention:฀after฀the฀campaign฀started,฀interviews฀were฀conducted฀again฀in฀3,610฀and฀2,381฀ subjects฀after฀6฀and฀18฀months,฀respectively฀ [50] .฀At฀study฀end,฀9.8฀of฀smokers฀had฀stopped฀ smoking฀and฀only฀4.3฀of฀ex-smokers฀had฀relapsed.฀Applying฀these฀results฀to฀a฀typical฀ control฀population฀suggests฀that฀the฀12-month฀campaign฀would฀lead฀to฀a฀1.2-reduction฀in฀ smoking฀prevalence฀ [50] .฀Consideration฀is,฀therefore,฀being฀given฀in฀the฀UK฀to฀organising฀ anti-smoking฀TV฀campaigns฀of฀this฀kind฀more฀frequently.

13.3 Effect of Tobacco Industry Advertising Messages

In฀Germany,฀people฀are฀exposed฀on฀all฀sides฀to฀tobacco฀industry฀advertising฀messages.฀Given฀ the฀ubiquitous฀presence฀of฀these฀ads,฀many฀people฀believe฀that฀cigarette฀should฀be฀regarded฀ as฀an฀essential฀part฀of฀common฀culture฀and฀that฀the฀possible฀harmful฀effects฀on฀health฀are฀ exaggerated฀ [33] .฀ Children,฀ in฀ particular,฀ are฀ unprotected฀ in฀ their฀ exposure฀ to฀ cigarette฀ advertising,฀with฀the฀result฀that฀children฀and฀adolescents฀in฀our฀society฀experiment฀with฀ciga- rettes,฀the฀intensity฀of฀advertising฀allegedly฀correlating฀with฀the฀frequency฀of฀experimenta- tion฀ [51] .฀Figures฀2.6,฀2.7,฀6.3฀and฀12.6฀demonstrate฀the฀long-term฀effects฀of฀20–40฀years฀of฀ smoking,฀after฀which฀the฀harmful฀effects฀on฀health฀can฀also฀be฀demonstrated฀epidemiologi- cally.฀Nevertheless,฀in฀the฀future,฀it฀will฀still฀be฀dificult฀to฀establish฀reliable฀correlations฀ between฀advertising฀and฀smoking.฀In฀particular,฀children฀and฀adolescents฀are฀very฀much฀ more฀familiar฀with฀advertising฀messages฀than฀adults฀ [52] ฀who฀simply฀let฀many฀advertising฀ messages฀“wash฀over฀them”฀as฀they฀grow฀older.฀Adolescents฀absorb฀these฀messages฀very฀ much฀more฀avidly฀because,฀while฀en฀route฀to฀developing฀their฀adult฀identities,฀they฀monitor฀ very฀much฀more฀sensitively฀everything฀that฀occurs฀in฀the฀adult฀world฀ [13,฀53] . A฀sample฀of฀229฀children฀aged฀3฀to฀6฀years฀was฀tested฀with฀ads฀featuring฀“Old฀Joe฀Camel”:฀ 30฀of฀the฀3-year฀olds฀and฀91.3฀of฀the฀6-year฀olds฀correctly฀matched฀the฀“Old฀Joe”฀logo฀ to฀the฀Camel฀cigarette฀brand฀ [54] .฀It฀is฀concluded฀that฀intensive฀promotion฀of฀this฀cigarette฀ brand฀resulted฀in฀this฀high฀recognition฀rate฀ [54] .฀In฀a฀similarly฀designed฀study,฀recognition฀of฀ the฀“Old฀Joe”฀logo฀was฀compared฀in฀adolescents฀and฀adults:฀the฀children฀were฀better฀able฀ than฀adults฀97฀vs.฀58฀to฀match฀the฀logo฀to฀the฀cigarette฀brand฀ [45] .฀However,฀of฀much฀ greater฀interest฀is฀the฀promotional฀effect฀of฀the฀3-year฀advertising฀campaign:฀Camel’s฀share฀ of฀the฀children’s฀cigarette฀market฀was฀initially฀0.5,฀rising฀to฀32.8฀3฀years฀later฀ [45] . Similarly,฀interviews฀conducted฀in฀5,040฀adolescents฀and฀24,296฀adults฀from฀California฀ revealed฀that฀perception฀of฀cigarette฀advertising฀was฀higher฀among฀adolescents฀than฀adults฀ [55] .฀Whereas฀only฀47฀of฀adults฀named฀Marlboro฀and฀Camel฀as฀the฀most฀advertised฀brands,฀ the฀igure฀was฀70฀among฀adolescents.฀The฀12–13-year฀olds฀recognised฀Camel฀most฀often,฀ whereas฀the฀16–17-year฀olds฀recognised฀Marlboro฀most฀often฀ [55] .฀Adolescent฀non-smokers฀ from฀the฀same฀setting฀were฀interviewed฀about฀tobacco฀industry฀advertising฀messages.฀Even฀ though฀they฀had฀no฀involvement฀in฀smoking,฀84฀of฀the฀sample฀was฀also฀able฀to฀remember฀ one฀or฀more฀advertising฀messages฀ [56] .฀The฀Camel฀advert฀depicted฀in฀Fig.฀ 13.5 ฀is฀directed฀ at฀ adolescents฀ and฀ adults฀ who฀ are฀ already฀ attuned฀ and฀ receptive฀ to฀ sexual฀ innuendo.฀ Nevertheless,฀this฀advertising฀message฀operates฀at฀a฀thought฀provoking฀level. One฀recent฀study฀sought฀for฀an฀association฀between฀the฀number฀of฀cigarette฀promotional฀ items฀CPIs฀owned฀and฀smoking฀behaviour.฀The฀two฀variables฀were฀studied฀in฀10–19-year- old฀students,฀using฀multivariate฀regression฀analysis.฀Smokers฀were฀deined฀as฀students฀who฀ had฀previously฀smoked฀100฀cigarettes฀or฀more฀in฀their฀lifetime,฀while฀other฀students฀were฀ classed฀as฀never-smokers฀or฀experimental฀smokers฀ [57] .฀Out฀of฀the฀1,265฀students,฀406฀ owned฀CPIs:฀211฀owned฀one,฀82฀owned฀two,฀57฀owned฀three,฀24฀owned฀four,฀23฀owned฀ive฀ and฀7-owned฀six฀CPIs.฀The฀study฀also฀investigated฀associations฀with฀educational฀level฀and฀ family฀smoking฀behaviour.฀Smoking฀prevalence฀was฀11.2฀for฀students฀not฀owning฀a฀CPI,฀ 41.5฀for฀those฀owning฀two฀CPIs฀OR฀=฀3.4;฀95฀CI:฀1.9–5.9฀and฀58.5฀OR฀=฀8.4;฀95฀ CI:฀5.0–14.2฀for฀those฀owning฀four฀CPIs฀ [57] .฀From฀this,฀it฀is฀evident฀that฀promotional฀ Fig. 13.5 ฀฀฀“Camel฀–฀a฀ pleasure฀whatever฀the฀ position”:฀blending฀smoking฀ with฀sexual฀innuendo?฀ Camel฀advert,฀issued฀in฀ Germany฀in฀2000