Reinforcement of Smoking and Drinking: Tobacco Marketing Strategies Linked With Alcohol in the United States
Reinforcement of Smoking and Drinking: Tobacco Marketing Strategies Linked With Alcohol in the United States
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DOI：
10.2105/ajph.2011.300157
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发表时间：
2011-10-01
影响因子：
12.7
通讯作者：
Ling, Pamela M.
中科院分区：
文献类型：
--
作者：
Jiang, Nan;Ling, Pamela M.
目标.我们调查了烟草公司对同时使用烟草和酒精的知识，他们的营销策略将香烟与酒精联系起来，以及烟草公司从这些营销活动中寻求的利益。我们对以前秘密的烟草行业文件进行了系统的搜索，并总结了相关搜索结果的主题和背景。烟草公司的研究证实了烟草使用和酒精使用之间的联系。烟草公司探索了将香烟和酒精联系起来的促销策略，例如与酒类公司联合赞助特别活动，以降低促销成本，增加消费者吸引力，加强品牌识别，并增加香烟销售。他们还追求将香烟销售与酒精购买联系起来的促销活动，香烟促销活动经常以酒精折扣或鼓励饮酒为特色。烟草公司将香烟与酒精联系在一起的众多营销策略可能加强了这两种物质的使用。由于同时使用烟草和酒精会使戒烟变得更加困难，因此禁止在提供和销售酒精的场所销售烟草和促销的政策可能会减轻这种影响。戒烟计划应该解决酒精消费对烟草使用的影响。(Am J公共卫生。2011;101：1942-1954. doi：10.2105/AJPH.2011.300157）
Objectives. We investigated tobacco companies' knowledge about concurrent use of tobacco and alcohol, their marketing strategies linking cigarettes with alcohol, and the benefits tobacco companies sought from these marketing activities.Methods. We performed systematic searches on previously secret tobacco industry documents, and we summarized the themes and contexts of relevant search results.Results. Tobacco company research confirmed the association between tobacco use and alcohol use. Tobacco companies explored promotional strategies linking cigarettes and alcohol, such as jointly sponsoring special events with alcohol companies to lower the cost of sponsorships, increase consumer appeal, reinforce brand identity, and generate increased cigarette sales. They also pursued promotions that tied cigarette sales to alcohol purchases, and cigarette promotional events frequently featured alcohol discounts or encouraged alcohol use.Conclusions. Tobacco companies' numerous marketing strategies linking cigarettes with alcohol may have reinforced the use of both substances. Because using tobacco and alcohol together makes it harder to quit smoking, policies prohibiting tobacco sales and promotion in establishments where alcohol is served and sold might mitigate this effect. Smoking cessation programs should address the effect that alcohol consumption has on tobacco use. (Am J Public Health. 2011;101:1942-1954. doi:10.2105/AJPH.2011.300157)