How the tobacco industry built its relationship with Hollywood
How the tobacco industry built its relationship with Hollywood
复制标题
DOI：
10.1136/tc.11.suppl_1.i81
复制
发表时间：
2002-03-01
期刊：
影响因子：
5.2
通讯作者：
Glantz, SA
中科院分区：
文献类型：
--
作者：
Mekemson, C;Glantz, SA
目的：描述烟草行业和娱乐industry.Methods之间的关系的发展：审查以前的秘密烟草行业的文件，可在互联网上。结果：无论是娱乐和烟草行业认识到通过娱乐媒体的烟草推广的高价值。20世纪80年代，四家烟草公司--菲利普莫里斯公司、雷诺烟草公司、美国烟草公司以及布朗和威廉姆森公司--都承诺将其产品投放到电影中。RJR和菲利普·莫里斯也在本世纪初将产品投放到电视上。每家公司都聘请了积极的产品植入公司来代表其在好莱坞的利益。这些公司将产品和烟草标识置于积极的环境中，鼓励观众使用烟草，并防止品牌在消极环境中使用。至少有一家公司，RJR，进行了一场广泛的运动，通过每月向演员提供免费香烟来吸引好莱坞的烟草。还努力在国家印刷媒体上刊登有关演员使用产品的有利文章，并鼓励专业摄影师拍摄演员吸食特定品牌香烟的照片。雪茄行业从20世纪80年代开始与娱乐行业建立联系，并在电影和电视上进行付费产品植入。这一努力并不总是要求烟草业向娱乐业支付金钱，这表明，仅仅寻找现金回报可能会错过烟草业和娱乐业之间的其他重要联系。烟草业了解在电影中放置和鼓励烟草使用的价值，以及如何做到这一点。虽然烟草业声称已经结束了这种做法，在整个20世纪90年代，电影中吸烟的现象有所增加，并且仍然是一个公共卫生问题。
Objective: To describe the development of the relationship between the tobacco industry and the entertainment industry.Methods: Review of previously secret tobacco industry documents available on the internet.Results: Both the entertainment and tobacco industries recognised the high value of promotion of tobacco through entertainment media. The 1980s saw undertakings by four tobacco companies, Philip Morris, RJ Reynolds (RJR), American Tobacco Company, and Brown and Williamson to place their products in movies. RJR and Philip Morris also worked to place products on television at the beginning of the decade. Each company hired aggressive product placement firms to represent its interests in Hollywood. These firms placed products and tobacco signage in positive situations that would encourage viewers to use tobacco and kept brands from being used in negative situations. At least one of the companies, RJR, undertook an extensive campaign to hook Hollywood on tobacco by providing free cigarettes to actors on a monthly basis. Efforts were also made to place favourable articles relating to product use by actors in national print media and to encourage professional photographers to take pictures of actors smoking specific brands. The cigar industry started developing connections with the entertainment industry beginning in the 1980s and paid product placements were made in both movies and on television. This effort did not always require money payments from the tobacco industry to the entertainment industry, suggesting that simply looking for cash payoffs may miss other important ties between the tobacco and entertainment industries.Conclusions: The tobacco industry understood the value of placing and encouraging tobacco use in films, and how to do it. While the industry claims to have ended this practice, smoking in motion pictures increased throughout the 1990s and remains a public health problem.