The cigarette pack as image: new evidence from tobacco industry documents
The cigarette pack as image: new evidence from tobacco industry documents
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DOI：
10.1136/tc.11.suppl_1.i73
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发表时间：
2002-03-01
期刊：
影响因子：
5.2
通讯作者：
Cummings, KM
中科院分区：
文献类型：
--
作者：
Wakefield, M;Morley, C;Cummings, KM
目标：了解包装设计在烟草营销中的作用。方法：2000 年 11 月至 2001 年 7 月期间，使用指定搜索词列表对烟草公司文档网站进行了搜索。结果：文件表明，特别是在传统烟草营销渠道受到更严格限制的情况下，烟草公司将卷烟包装视为营销策略的一个组成部分，以及 (a) 在购买时在店内创造显着影响力和 (b) 传播品牌形象的工具。市场测试结果表明，这种意象非常强烈，以至于会影响吸烟者对包装不同的同一卷烟的口味评价。文件还揭示了公司在使用包装设计和颜色来传达低焦油或更温和卷烟的印象，同时保留感知味道和满意度时所采用的谨慎平衡行为。烟草公司进行了系统和广泛的研究，以确保卷烟包装能够吸引选定的目标群体，包括年轻人和女性。结论：卷烟包装设计是卷烟品牌的重要沟通手段，并充当广告媒介。许多吸烟者被包装设计误导，认为卷烟可能“更安全”。有必要考虑对卷烟包装进行监管。
Objectives: To gain an understanding of the role of pack design in tobacco marketing.Methods: A search of tobacco company document sites using a list of specified search terms was undertaken during November 2000 to July 2001.Results: Documents show that, especially in the context of tighter restrictions on conventional avenues for tobacco marketing, tobacco companies view cigarette packaging as an integral component of marketing strategy and a vehicle for (a) creating significant in-store presence at the point of purchase, and (b) communicating brand image. Market testing results indicate that such imagery is so strong as to influence smoker's taste ratings of the same cigarettes when packaged differently. Documents also reveal the careful balancing act that companies have employed in using pack design and colour to communicate the impression of lower tar or milder cigarettes, while preserving perceived taste and satisfaction". Systematic and extensive research is carried out by tobacco companies to ensure that cigarette packaging appeals to selected target groups, including young adults and women.Conclusions: Cigarette pack design is an important communication device for cigarette brands and acts as an advertising medium. Many smokers are misled by pack design into thinking that cigarettes may be "safer". There is a need to consider regulation of cigarette packaging.