Psychology

Talk is cheap: The tobacco companies' violations of their own cigarette advertising code

Document Type

Article

Abstract

In two studies, adolescents and adults were shown a series of cigarette advertisements and asked to respond to a variety of questions concerning aspects of the Cigarette Advertising and Promotion Code, specifically, their perceptions of the ages of the models in the ads and of whether the ads depicted smoking as essential to sexual attraction or essential to success. For many of the ads, especially ads for brands most popular among youth, a majority of the participants perceived the models to be less than 25 years old. A majority also perceived many of the ads to depict smoking as essential to sexual attraction or essential to success. Thus, despite their public pledge, the tobacco companies routinely violate a variety of aspects of the Cigarette Advertising and Promotion Code. Copyright © Taylor & Francis Inc.

Publication Title

Journal of Health Communication

Publication Date

2005

Volume

10

Issue

5

First Page

419

Last Page

431

ISSN

1081-0730

DOI

10.1080/10810730591009763

Keywords

marketing, smoking, cigarettes, advertising, tobacco industry

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