Tobacco Marketing
Tobacco marketing has long been a part of the adolescent experience. Images of the Marlboro cowboy and Joe Camel are familiar to generations of former and current adolescents. Recent changes in tobacco legislation have restricted advertising methods available to the tobacco industry. Gone are the days of cartoon images and cowboys that proved highly successful in marketing tobacco to youths. Today's tobacco advertising is more confusing and sophisticated, designed to reduce the direct marketing to adolescents. Along with different advertising techniques, antismoking campaigns have been developed to grab the attention of adolescents. The effectiveness of the antismoking campaigns and new marketing techniques in reducing adolescent tobacco use is in question. This paper will briefly explore the recent evolution of tobacco marketing and primarily focus on t
Exposure to the national "truth" campaign showed an increase in anti-tobacco attitudes and beliefs. Studies have shown that an aggressive national tobacco countermarketing campaign can have a dramatic influence within a short period of time on attitudes toward tobacco and the tobacco industry. The studies also showed that anti-tobacco mass media advertising campaigns are most effective when used as part of a multifaceted approach, including an education program in schools (Silver, et al, 2001). Many of the "truth" advertisements are based on historical statements from the industry itself that reveal its youth marketing tactics. Commercials and print ads featured "edgy" youths, street marketing, and a website. The campaign was conducted by an alliance of advertising firms led by Arnold Communications, Legacy Staff, and nationwide youths. The core strategy of the campaign was to market its message as a brand. The "truth" campaign targets 12-17 year olds who were susceptible to smoking. Reynolds Tobacco, Lorillard Tobacco, and Brown and Williamson. Product placement in the media was also restricted as was tobacco merchandising. In November 1998 46 states and 5 territories reached a settlement with Phillip Morris Companies, R. Associated with the attitude changes were reduced intentions to smoke.
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Acceptance Essays
