R.J. Reynolds' targeting of African Americans: 1988-2000
R.J. Reynolds' targeting of African Americans: 1988-2000
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DOI：
10.2105/ajph.93.5.822
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发表时间：
2003-05-01
影响因子：
12.7
通讯作者：
Barbeau, EM
中科院分区：
文献类型：
--
作者：
Balbach, ED;Gasior, RJ;Barbeau, EM
目标。这项研究的目的是描述RJ雷诺(RJR)烟草公司在烟草行业文件和杂志广告中披露的针对非裔美国人的战略。作者搜索了行业文件以确定RJR的战略，并分析了两个时期的杂志广告：该公司推出Uptown香烟的时间(1989-1990)和十年后(1999-2000)。RJR瞄准非裔美国人细分市场的努力在Uptown前后就已经存在，该公司的战略在很大程度上是通过其他RJR品牌实施的。广告以薄荷醇香烟、幻想/逃跑、昂贵的物品和夜生活为主题。为了帮助所有人口实现无烟，烟草控制从业者必须了解和应对烟草行业战略。
Objectives. The purpose of this study was to describe RJ Reynolds (RJR) Tobacco Company's strategy for targeting African Americans, as revealed in tobacco industry documents and magazine advertisements.Methods. The authors searched industry documents to determine RJR's strategies and analyzed magazine advertising during 2 periods: the time of the launch of the company's Uptown cigarette (1989-1990) and a decade later (1999-2000).Results. RJR's efforts to target the African American market segment existed before and after Uptown, and the company's strategy was largely implemented via other RJR brands. Advertisements featured mentholated cigarettes, fantasy/escape, expensive objects, and nightlife.Conclusions. To help all populations become tobacco-free, tobacco control practitioners must understand and counter tobacco industry strategies.