Targeting youth and concerned smokers: evidence from Canadian tobacco industry documents
Targeting youth and concerned smokers: evidence from Canadian tobacco industry documents
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DOI：
10.1136/tc.9.2.136
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发表时间：
2000-06-01
期刊：
影响因子：
5.2
通讯作者：
Pollay, RW
中科院分区：
文献类型：
--
作者：
Pollay, RW
目的：了解卷烟营销的目标策略，以及广告形象选择的作用和重要性。方法：对英美烟草公司（BAT）和雷诺烟草公司（RJR）的子公司在加拿大诉讼中提出的历史公司文件进行分析，这些诉讼挑战烟草广告法规，烟草制品控制法（1987年）：帝国烟草有限公司和雷诺烟草公司麦克唐纳公司。加拿大总检察署。结果：在构思、发展、提炼和部署香烟广告过程的各个阶段都进行了仔细而广泛的研究。管理部门最关注的两个部分是“初学者”和“关心吸烟者”。为了招募新人，品牌形象传达了独立、自由和（有时）同行的认可。这些广告形象将吸烟者描绘成有吸引力和自主、被接受和钦佩、运动和自在的人。“打火机”品牌让关心健康的吸烟者放心，以免他们戒烟，广告提供的形象传达了一种幸福感，与自然和谐相处的感觉，消费者的自我形象是聪明的。行业坚定地断言，其广告只影响品牌忠诚度和其意图和效果的转换，这与他们的内部文件直接矛盾，并被证明是错误的。香烟广告作为一种媒介创造更知情的消费者的理由也是如此，因为视觉形象，而不是信息，是广告影响的手段。
Objective-To provide an understanding of the targeting strategies of cigarette marketing, and the functions and importance of the advertising images chosen.Methods-Analysis of historical corporate documents produced by affiliates of British American Tobacco (BAT) and RJ Reynolds (RJR) in Canadian litigation challenging tobacco advertising regulation, the Tobacco Products Control Act (1987): Imperial Tobacco Limitee & RJR-Macdonald Inc c. Le Procurer General du Canada.Results-Careful and extensive research has been employed in all stages of the process of conceiving, developing, refining, and deploying cigarette advertising. Two segments commanding much management attention are " starters " and " concerned smokers ". To recruit starters, brand images communicate independence, freedom and (sometimes) peer acceptance. These advertising images portray smokers as attractive and autonomous, accepted and admired, athletic and at home in nature. For " lighter " brands reassuring health concerned smokers, lest they quit, advertisements provide imagery conveying a sense of well being, harmony with nature, and a consumer's self image as intelligent.Conclusions-The industry's steadfast assertions that its advertising influences only brand loyalty and switching in both its intent and effect is directly contradicted by their internal documents and proven false. So too is the justification of cigarette advertising as a medium creating better informed consumers, since visual imagery, not information, is the means of advertising influence.