Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers
Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers
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DOI：
10.1016/j.socscimed.2006.05.020
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发表时间：
2006-10-01
影响因子：
5.4
通讯作者：
Ling, Pamela M.
中科院分区：
文献类型：
--
作者：
Anderson, Stacey J.;Pollay, Richard W.;Ling, Pamela M.
我们探讨了从卷烟产品属性到低焦油卷烟广告活动中的社会心理需求的演变。对烟草业以前的秘密文件和印刷广告图像的分析表明，低焦油品牌的目标是那些关心自己健康的吸烟者，其广告图像旨在分散他们对吸烟危害健康的注意力。广告首先强调产品的特性（过滤，低焦油），暗示健康的好处。随着时间的推移，广告的重点转移到目标市场的突出心理需求。对美国和加拿大的Vantage香烟进行的一项案例研究表明，广告呈现的形象是聪明、向上努力的人，他们取得了个人成功，并故意将吸烟行为排除在形象之外，而提供的产品信息却很少。这说明了一种通过不描述产品本身来吸引相关吸烟者的策略（这可能会提醒吸烟者与吸烟有关的问题），而是使用唤起的意象来分散吸烟者对这些问题的注意力。目前潜在的减少暴露产品（PREP）的广告强调产品特性，但这些产品并没有兑现更健康的替代香烟的承诺。我们的研究结果表明，烟草控制界应该警惕PREP的广告重点转向用户的形象，而不是香烟。《全球烟草控制框架公约》式的广告禁令禁止烟草广告中的所有用户图像，这可能会先发制人地为PREP制定基于心理社会需求的广告策略，并保持公众对吸烟危害健康的关注。(c)2006爱思唯尔有限公司保留所有权利。
We explored the evolution from cigarette product attributes to psychosocial needs in advertising campaigns for low-tar cigarettes. Analysis of previously secret tobacco industry documents and print advertising images indicated that low-tar brands targeted smokers who were concerned about their health with advertising images intended to distract them from the health hazards of smoking. Advertising first emphasized product characteristics (filtration, low tar) that implied health benefits. Over time, advertising emphasis shifted to salient psychosocial needs of the target markets. A case study of Vantage cigarettes in the USA and Canada showed that advertising presented images of intelligent, upward-striving people who had achieved personal success and intentionally excluded the act of smoking from the imagery, while minimal product information was provided.This illustrates one strategy to appeal to concerned smokers by not describing the product itself (which may remind smokers of the problems associated with smoking), but instead using evocative imagery to distract smokers from these problems. Current advertising for potential reduced-exposure products (PREPs) emphasizes product characteristics, but these products have not delivered on the promise of a healthier alternative cigarette. Our results suggest that the tobacco control community should be on the alert for a shift in advertising focus for PREPs to the image of the user rather than the cigarette. Global Framework Convention on Tobacco Control-style advertising bans that prohibit all user imagery in tobacco advertising could preempt a psychosocial needs-based advertising strategy for PREPs and maintain public attention on the health hazards of smoking. (c) 2006 Elsevier Ltd. All rights reserved.