The dark side of marketing seemingly "Light" cigarettes: successful images and failed fact
The dark side of marketing seemingly "Light" cigarettes: successful images and failed fact
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DOI：
10.1136/tc.11.suppl_1.i18
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发表时间：
2002-03-01
期刊：
影响因子：
5.2
通讯作者：
Dewhirst, T
中科院分区：
文献类型：
--
作者：
Pollay, RW;Dewhirst, T
目的：了解美国烟草行业低机器产量香烟广告的发展、意图和后果。方法：分析贸易来源和美国烟草公司内部文件，这些文件目前可在公司、诉讼或公共卫生机构创建的各种网站上找到。结果：在推出低产量产品时，卷烟制造商关心的是保持产品可接受的味道/风味，并担心消费者可能会因为吸烟而断奶。卷烟制造商采用了几种策略，导致消费者认为过滤和低机器产量的品牌相对于其他品牌更安全。策略包括使用化妆品（即无效的）过滤器，随着时间的推移放松过滤器，使用药用薄荷醇，使用高科技图像，使用良性品牌名称和描述符，在品牌产品线中添加良性变体，以及产生关于焦油和尼古丁产量的误导性数据。结论：过滤香烟和低焦油香烟的广告旨在使吸烟者对吸烟的健康风险放心，并将各自的产品作为戒烟的替代选择。促销活动成功地使吸烟者采用过滤和低含量的香烟品牌。公司文件表明，卷烟制造商认识到，由于机器测量的产量低，被描述为“轻”或“超轻”的卷烟品牌具有内在的欺骗性。
Objective: To understand the development, intent, and consequences of US tobacco industry advertising for low machine yield cigarettes.Methods: Analysis of trade sources and internal US tobacco company documents now available on various web sites created by corporations, litigation, or public health bodies.Results: When introducing low yield products, cigarette manufacturers were concerned about maintaining products with acceptable taste/flavour and feared consumers might become weaned from See end of article for smoking. Several tactics were employed by cigarette manufacturers, leading consumers to perceive filtered and low machine yield brands as safer relative to other brands. Tactics include using cosmetic (that is, ineffective) filters, loosening filters over time, using medicinal menthol, using high tech imagery, using virtuous brand names and descriptors, adding a virtuous variant to a brand's product line, and generating misleading data on tar and nicotine yields.Conclusions: Advertisements of filtered and low tar cigarettes were intended to reassure smokers concerned about the health risks of smoking, and to present the respective products as an alternative to quitting. Promotional efforts were successful in getting smokers to adopt filtered and low yield cigarette brands. Corporate documents demonstrate that cigarette manufacturers recognised the inherent deceptiveness of cigarette brands described as "Light"or "Ultra-Light" because of low machine measured yields.