Does Tobacco Advertising Promote Substance Abuse?
Edgar Rochin
Mrs. Sefton
English P.6
March 19, 2015 Banning Tobacco Advertisement
Tobacco is one of the most popular products in today’s market, but in order for it to be universally known, it needs to be advertised either by magazines and newspapers or posters. Tobacco advertising is much popular these days and we can support that it is the “food” of tobacco industries in order to keep them and their business essentially alive. Moreover, companies that make tobacco advertising can cause many problems to each society and also can affect consumers to a great extent. The belittlement of the harmfulness of smoking in advertisement is one of the main reasons why Health Organizations and Governments worldwide enforce the banishment …show more content…
of cigarette promotion from the world of advertisement. Every business has the need to advertise for many reasons such as brand differentiation, identification etc. but it fails to offer sufficient reason as to why that an addictive product such as tobacco should be allowed to be advertised as its advantages are a precious few, if any at all. Tobacco companies have long argued that their marketing efforts do not increase the overall demand for tobacco products and have no impact on the initiation of tobacco use among young people; rather, they argue, they are competing with other companies for market share. In contrast, the weight of the evidence from extensive and increasingly sophisticated research conducted over the past few decades shows that the industry’s marketing activities have been a key factor in leading young people to take up tobacco, keeping some users from quitting, and achieving greater consumption among users. Tobacco companies are very interested in initial brand preference because they know it is highly associated with subsequent brand selection. They know that youth are very brand loyal, and once they have chosen a brand, most will continue with it. Tobacco companies have consistently stated that the purpose of spending billions of dollars on cigarette marketing is to attract and hold current adult smokers to their brands of cigarettes. In addition, the companies deny that marketing campaigns are intended to increase demand for cigarettes among existing smokers or to encourage young people to initiate smoking. The tobacco companies have always claimed that they do not want adolescents to use their products. However, for a tobacco company to be profitable over the long term, it must compete successfully for a share of the youth market. One reason that some adolescents and young adults start to smoke is that the tobacco industry implies through its marketing that smoking is effective for weight control. This long used strategy continues to the present, and the belief that smoking is effective for weight control remains prevalent among adolescents and may contribute to the initiation of smoking. As in the case with all advertising, a substantial portion of all tobacco advertising consists of imagery that conveys little factual information about characteristics of the product. In effect, tobacco advertising fulfills many of the aspirations of young people by effectively using themes of independence, liberation, attractiveness, athleticism, social acceptability and inclusion, rebelliousness, and being “cool.” Young people want to be popular, to be seen as individuals by their friends, and to resemble those they must desire. Cigarette advertising exploits these adolescent desires, using imagery to create the impression of popularity, individuality, and kinship. There is substantial evidence that advertising affects adolescents’ perceptions of the attractiveness and pervasiveness of smoking. Peer and parental influences are also associated with the decision of an adolescent to begin smoking, but… it is also important to consider that, to the extent that tobacco industry marketing and promotional activities stimulate peers and parents to smoke, these influences contribute to smoking by adolescents. Therefore, peer and parental influences are acting as medicating variables between advertising and adolescent smoking. It is clear that the tobacco understands the need to be accepted, particularly among the youth, and has attempted to exploit this need through its marketing efforts. Cigarette companies reach both current and future customers by advertising and promoting their products in stores; consumers, regardless of age, can be exposed to promoting messages in stores. Most cigarettes and ads strategically placed around checkout counters to ensure maximum exposure and stimulate impulse purchases. Like other companies, in the retail sector, tobacco companies advertise, offer special sales, and try to motivate retailers to sell their products by offering volume discounts, in-store branded displays, and payments for prime shelf space; these strategies are designed to move products off shelves quickly. When tobacco products are displayed and featured with a price cut, sales increase by up to 30%. About one-third of adolescents shop in convenience stores two or three times a week. Convenience stores have more tobacco advertising and promotions than other types of stores, which increases the likelihood of exposing youth to pro-smoking messages while they are shopping and which can affect initiation rates among those exposed, particularly if stores are near schools. The cigarette pack itself is a form of marketing, with companies developing packaging designed to attract attention, appeal to specific consumers, reinforce brand identity, or suggest specific product qualities. Historically, a package’s color has also helped to segment brands and establish brand identity. For example, silver and gold colors can be used to convey status and prestige, particularly for “premium” brands. Red package and logos can convey excitement, strength, wealth and power while pastel colors are associated with freshness, innocence and relaxation; more commonly appealing to females. Brand imagery on packages is especially influential during adolescence and young adulthood, when smoking behavior and brand preferences are being developed. Color, words, images, as well as container shape and packaging material have all been found to suggest specific product characteristics and reduce the perception of risk. The advertisement of tobacco in all forms and ways should be banned to improve today’s society. Firstly, the tobacco industry has a tendency to advertise to teenagers and people in this age group are immensely susceptible to the “cool” and “independent” images portrayed by the act of smoking in almost all tobacco advertisements. This is an extremely lucrative market segment as when tobacco companies attract young customers due to the addictive nature of cigarettes. Secondly, tobacco advertising has an adverse effect on society as a whole due to the related consequential health cost of consuming tobacco and diseases caused by it. It is also extremely manipulative as it is a calm, collected and self-confident individual rather than selling the product itself. This image is often embossed into the customers’ minds as a result of smoking and fails to point out the various adverse health conditions associated with it. Thirdly, the government warnings that are mandatory of these advertisements are extremely ineffective as they just cover a very low percentage of the ad and are very inadequate. The benefits of banning tobacco advertising are extremely favorable as it will promote a healthier society and already countries such as Canada and the UK have banned tobacco advertising and hopefully it would not be long before The United States follow into their footsteps. Although banning cigarette advertising will not extremely banish the pull of smoking cigarettes, it can certainly attempt to restrict and help protect the youth from the exposure to tobacco. Even though this is a small step in attempting to control the tobacco giants, it is nevertheless a step forward to the right direction for the present and future society.
Works Cited
"Alcohol and Tobacco Advertising." Opposing Viewpoints Online Collection.
Detroit: Gale, 2014. Opposing Viewpoints in Context. Web. 3 Mar. 2015.
Campaign for Tobacco-Free Kids. "Tobacco Advertising Targets Youths." Does Advertising Promote Substance Abuse? Ed. Laurie M. Newman. San Diego: Greenhaven Press, 2005. At Issue. Rpt. from "Cuddle up with Cancer: RJR 's Candy Flavored 'Winter Blend ' Cigarettes Show Big Tobacco Hasn 't Changed." 2004. Opposing Viewpoints in Context. Web. 4 Mar. 2015.
Center for Public Health and Tobacco Policy. "Tobacco Marketing Influences Teen Smoking." Teen Smoking. Ed. Roman Espejo. Farmington Hills, MI: Greenhaven Press, 2014. At Issue. Rpt. from "Cause and Effect: Tobacco Marketing Increases Youth Tobacco Use." 2012. Opposing Viewpoints in Context. Web. 3 Mar. 2015.
Eriksen, Michael. "Anti-Smoking Advertisements Can Reduce Teen Smoking." How Does Advertising Impact Teen Behavior? Ed. Roman Espejo. Detroit: Greenhaven Press, 2012. At Issue. Rpt. from "Pro & Con: Do Anti-Smoking Programs Work to Reduce Smoking?: Yes: Programs Needed to Combat Billions Spent by Tobacco Companies." Atlanta Journal-Constitution 20 July 2009. Opposing Viewpoints in Context. Web. 4 Mar.
2015.
Myers, Matthew. "Smokeless-Tobacco Advertising Increases Teen Tobacco Use." Does Advertising Promote Substance Abuse? Ed. Laurie M. Newman. San Diego: Greenhaven Press, 2005. At Issue. Rpt. from "statement before the U.S. House Energy and Commerce Subcommittee." 2003. Opposing Viewpoints in Context. Web. 5 Mar. 2015.
Mrs. Sefton
English P.6
March 19, 2015 Banning Tobacco Advertisement
Tobacco is one of the most popular products in today’s market, but in order for it to be universally known, it needs to be advertised either by magazines and newspapers or posters. Tobacco advertising is much popular these days and we can support that it is the “food” of tobacco industries in order to keep them and their business essentially alive. Moreover, companies that make tobacco advertising can cause many problems to each society and also can affect consumers to a great extent. The belittlement of the harmfulness of smoking in advertisement is one of the main reasons why Health Organizations and Governments worldwide enforce the banishment …show more content…
of cigarette promotion from the world of advertisement. Every business has the need to advertise for many reasons such as brand differentiation, identification etc. but it fails to offer sufficient reason as to why that an addictive product such as tobacco should be allowed to be advertised as its advantages are a precious few, if any at all. Tobacco companies have long argued that their marketing efforts do not increase the overall demand for tobacco products and have no impact on the initiation of tobacco use among young people; rather, they argue, they are competing with other companies for market share. In contrast, the weight of the evidence from extensive and increasingly sophisticated research conducted over the past few decades shows that the industry’s marketing activities have been a key factor in leading young people to take up tobacco, keeping some users from quitting, and achieving greater consumption among users. Tobacco companies are very interested in initial brand preference because they know it is highly associated with subsequent brand selection. They know that youth are very brand loyal, and once they have chosen a brand, most will continue with it. Tobacco companies have consistently stated that the purpose of spending billions of dollars on cigarette marketing is to attract and hold current adult smokers to their brands of cigarettes. In addition, the companies deny that marketing campaigns are intended to increase demand for cigarettes among existing smokers or to encourage young people to initiate smoking. The tobacco companies have always claimed that they do not want adolescents to use their products. However, for a tobacco company to be profitable over the long term, it must compete successfully for a share of the youth market. One reason that some adolescents and young adults start to smoke is that the tobacco industry implies through its marketing that smoking is effective for weight control. This long used strategy continues to the present, and the belief that smoking is effective for weight control remains prevalent among adolescents and may contribute to the initiation of smoking. As in the case with all advertising, a substantial portion of all tobacco advertising consists of imagery that conveys little factual information about characteristics of the product. In effect, tobacco advertising fulfills many of the aspirations of young people by effectively using themes of independence, liberation, attractiveness, athleticism, social acceptability and inclusion, rebelliousness, and being “cool.” Young people want to be popular, to be seen as individuals by their friends, and to resemble those they must desire. Cigarette advertising exploits these adolescent desires, using imagery to create the impression of popularity, individuality, and kinship. There is substantial evidence that advertising affects adolescents’ perceptions of the attractiveness and pervasiveness of smoking. Peer and parental influences are also associated with the decision of an adolescent to begin smoking, but… it is also important to consider that, to the extent that tobacco industry marketing and promotional activities stimulate peers and parents to smoke, these influences contribute to smoking by adolescents. Therefore, peer and parental influences are acting as medicating variables between advertising and adolescent smoking. It is clear that the tobacco understands the need to be accepted, particularly among the youth, and has attempted to exploit this need through its marketing efforts. Cigarette companies reach both current and future customers by advertising and promoting their products in stores; consumers, regardless of age, can be exposed to promoting messages in stores. Most cigarettes and ads strategically placed around checkout counters to ensure maximum exposure and stimulate impulse purchases. Like other companies, in the retail sector, tobacco companies advertise, offer special sales, and try to motivate retailers to sell their products by offering volume discounts, in-store branded displays, and payments for prime shelf space; these strategies are designed to move products off shelves quickly. When tobacco products are displayed and featured with a price cut, sales increase by up to 30%. About one-third of adolescents shop in convenience stores two or three times a week. Convenience stores have more tobacco advertising and promotions than other types of stores, which increases the likelihood of exposing youth to pro-smoking messages while they are shopping and which can affect initiation rates among those exposed, particularly if stores are near schools. The cigarette pack itself is a form of marketing, with companies developing packaging designed to attract attention, appeal to specific consumers, reinforce brand identity, or suggest specific product qualities. Historically, a package’s color has also helped to segment brands and establish brand identity. For example, silver and gold colors can be used to convey status and prestige, particularly for “premium” brands. Red package and logos can convey excitement, strength, wealth and power while pastel colors are associated with freshness, innocence and relaxation; more commonly appealing to females. Brand imagery on packages is especially influential during adolescence and young adulthood, when smoking behavior and brand preferences are being developed. Color, words, images, as well as container shape and packaging material have all been found to suggest specific product characteristics and reduce the perception of risk. The advertisement of tobacco in all forms and ways should be banned to improve today’s society. Firstly, the tobacco industry has a tendency to advertise to teenagers and people in this age group are immensely susceptible to the “cool” and “independent” images portrayed by the act of smoking in almost all tobacco advertisements. This is an extremely lucrative market segment as when tobacco companies attract young customers due to the addictive nature of cigarettes. Secondly, tobacco advertising has an adverse effect on society as a whole due to the related consequential health cost of consuming tobacco and diseases caused by it. It is also extremely manipulative as it is a calm, collected and self-confident individual rather than selling the product itself. This image is often embossed into the customers’ minds as a result of smoking and fails to point out the various adverse health conditions associated with it. Thirdly, the government warnings that are mandatory of these advertisements are extremely ineffective as they just cover a very low percentage of the ad and are very inadequate. The benefits of banning tobacco advertising are extremely favorable as it will promote a healthier society and already countries such as Canada and the UK have banned tobacco advertising and hopefully it would not be long before The United States follow into their footsteps. Although banning cigarette advertising will not extremely banish the pull of smoking cigarettes, it can certainly attempt to restrict and help protect the youth from the exposure to tobacco. Even though this is a small step in attempting to control the tobacco giants, it is nevertheless a step forward to the right direction for the present and future society.
Works Cited
"Alcohol and Tobacco Advertising." Opposing Viewpoints Online Collection.
Detroit: Gale, 2014. Opposing Viewpoints in Context. Web. 3 Mar. 2015.
Campaign for Tobacco-Free Kids. "Tobacco Advertising Targets Youths." Does Advertising Promote Substance Abuse? Ed. Laurie M. Newman. San Diego: Greenhaven Press, 2005. At Issue. Rpt. from "Cuddle up with Cancer: RJR 's Candy Flavored 'Winter Blend ' Cigarettes Show Big Tobacco Hasn 't Changed." 2004. Opposing Viewpoints in Context. Web. 4 Mar. 2015.
Center for Public Health and Tobacco Policy. "Tobacco Marketing Influences Teen Smoking." Teen Smoking. Ed. Roman Espejo. Farmington Hills, MI: Greenhaven Press, 2014. At Issue. Rpt. from "Cause and Effect: Tobacco Marketing Increases Youth Tobacco Use." 2012. Opposing Viewpoints in Context. Web. 3 Mar. 2015.
Eriksen, Michael. "Anti-Smoking Advertisements Can Reduce Teen Smoking." How Does Advertising Impact Teen Behavior? Ed. Roman Espejo. Detroit: Greenhaven Press, 2012. At Issue. Rpt. from "Pro & Con: Do Anti-Smoking Programs Work to Reduce Smoking?: Yes: Programs Needed to Combat Billions Spent by Tobacco Companies." Atlanta Journal-Constitution 20 July 2009. Opposing Viewpoints in Context. Web. 4 Mar.
2015.
Myers, Matthew. "Smokeless-Tobacco Advertising Increases Teen Tobacco Use." Does Advertising Promote Substance Abuse? Ed. Laurie M. Newman. San Diego: Greenhaven Press, 2005. At Issue. Rpt. from "statement before the U.S. House Energy and Commerce Subcommittee." 2003. Opposing Viewpoints in Context. Web. 5 Mar. 2015.