Cigarette advertising in the Republic of Korea: a case illustration of<i>The One</i>

Dewhirst, Timothy; Lee, Wonkyong Beth

doi:10.1136/tobaccocontrol-2011-050315

Cited by 8 publications

(4 citation statements)

References 19 publications

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“…Package design and colors can suggest the product's relative reported tar and nicotine yield, with white, minimal adornments and progressively paler color tones commonly utilized in light and ultralight line extensions. Tobacco industry documents and trade sources indicate that the color and imagery used in packaging intend to imply product “lightness” (Dewhirst and Lee 2012; Pollay and Dewhirst 2001; Wakefield et al 2002). According to British American Tobacco (BAT 1985, Bates No.…”

Section: Revisiting a Debate: Sensory (Taste) Versus Health Attributementioning

confidence: 99%

The Meaning of “Light” and “Ultralight” Cigarettes: A Commentary on Smith, Stutts, and Zank

Hoek

Dewhirst

2012

Journal of Public Policy & Marketing

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The authors question Smith, Stutts, and Zank's (2012) conclusion that young adult smokers interpret "light" and "mild" as taste attributes on several grounds. First, the current study examines evidence from industry documents that reveal strategies to use light and mild variants to reassure smokers. Second, the authors explore the multiple meanings of terms such as "light" and "mild" and illustrate how "light" is commonly used to imply a reduction, particularly in food and alcohol products. Third, they review the extensive consumer evidence documenting smokers' belief that light cigarette variants will deliver less tar and nicotine and reduce the risk of harms arising from smoking. Finally, they review Smith, Stutts, and Zank's findings and suggest that their sample, predominantly social smokers, has important cognitive biases. The authors identify limitations in the measures of risk used, suggest that these elicit only superficial risk understanding, and conclude that Smith, Stutts, and Zank's findings reveal a considerable potential for harm. As a result, they conclude that Smith, Stutts, and Zank's study has consolidated prior findings by revealing high levels of deception, even among college students, who might be expected to be better educated and more discerning.

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Section: Revisiting a Debate: Sensory (Taste) Versus Health Attributementioning

confidence: 99%

The Meaning of “Light” and “Ultralight” Cigarettes: A Commentary on Smith, Stutts, and Zank

Hoek

Dewhirst

2012

Journal of Public Policy & Marketing

Self Cite

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“…In this context, it is significant to note that in 1988 South Korea, under threat of trade sanctions, signed an agreement with the U.S. Trade Representative (USTR) that provided open access to the Korean cigarette market by removing trade barriers to foreign cigarette brands (e.g., high import tariffs, marketing restrictions). Since this event, multinational tobacco companies have dramatically increased their market shares and domestic brands produced by KT & G (Korean Tomorrow and Global) have seen declining market share [21,22].…”

Section: Discussionmentioning

confidence: 99%

Analysis of Smoking by South Korean Middle School Students: Shifting Preferences in Brand Choice and Rising Popularity of Marlboro Cigarettes

Page

Romero

2013

Int Q Community Health Educ

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South Korean Global Youth Tobacco Surveys (GYTS) conducted in 2005 and 2008 were analyzed to determine changes in smoking behavior, cigarette brand choices, perceptions of smoking, and exposure to cigarette promotion/marketing and anti-smoking media messages. Results showed an increase in smoking prevalence, media exposure to cigarette advertising, and the offering of free cigarettes from cigarette company representatives, and a decrease in seeing anti-smoking messages and the perception that quitting smoking is difficult. There was a dramatic rise in the popularity of Marlboro as a brand choice among youth smokers in 2005 (9.1%) to 2008 (49.9%). These unfavorable trends suggest a pervasive tobacco industry influence among South Korean youth. Despite the regulations on advertising in South Korea that have been enacted and other anti-smoking policies which have been implemented, it appears that Philip Morris is particularly adept at circumventing advertising and market restrictions while effectively promoting Marlboro brand identity in youth.

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“…Unlike country-specific codebooks to assess compliance with HWL laws, there is one common “Features and Appeals” (F&A) codebook used for all countries (see Multimedia Appendix 6 ). In order to develop the codebook for F&A, we reviewed the tobacco control literature on packaging and marketing [ 6 , 7 , 27 - 29 ]. We also consulted existing coding systems for tobacco packaging F&A, such as the Chatterbox website [ 30 ].…”

Section: Methodsmentioning

confidence: 99%

The Tobacco Pack Surveillance System: A Protocol for Assessing Health Warning Compliance, Design Features, and Appeals of Tobacco Packs Sold in Low- and Middle-Income Countries

Smith¹,

Washington²,

Brown³

et al. 2015

JMIR Public Health Surveill

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BackgroundTobacco remains the world’s leading preventable cause of death, with the majority of tobacco-caused deaths occurring in low- and middle-income countries. The first global health treaty, the Framework Convention on Tobacco Control (FCTC), outlines a set of policy initiatives that have been demonstrated as effective in reducing tobacco use. Article 11 of the FCTC focuses on using the tobacco package to communicate tobacco-caused harms; it also seeks to restrict the delivery of misleading information about the product on the pack.ObjectiveThe objective of this study was to establish a surveillance system for tobacco packs in the 14 low- and middle-income countries with the greatest number of smokers. The Tobacco Pack Surveillance System (TPackSS) monitors whether required health warnings on tobacco packages are being implemented as intended, and identifies pack designs and appeals that might violate or detract from the communication of harm-related information and undermine the impact of a country’s tobacco packaging laws. The protocol outlined is intended to be applicable or adaptable for surveillance efforts in other countries.MethodsTobacco packs were collected in 14 countries during 2013. The intention was, to the extent possible, to construct a census of “unique” pack presentations available for purchase in each country. The TPackSS team partnered with in-country field staff to implement a standardized protocol for acquiring packs from 36 diverse neighborhoods across three cities in each country. At the time of purchase, data on price and place of acquisition of each pack was recorded. The field staff, according to a standardized protocol, then photographed packs before they were shipped to the United States for coding and archiving.ResultsEach pack was coded for compliance with the country-specific health warning label laws, as well as for key design features of the pack and appeals of the branding elements. The coding protocols were developed based upon prior research, expert opinion, and communication theories. Each pack was coded by two independent coders, with consistency of personnel across the project. We routinely measured intercoder reliability, and only retained variables for which a good level of reliability was achieved. Variables where reliability was too low were not included in final analyses, and any inconsistencies in coding were resolved on a daily basis.ConclusionsAcross the 14 countries, the TPackSS team collected 3307 tobacco packs. We have established a publicly accessible, Internet archive of these packs that is intended for use by the tobacco control policy advocacy and research community.

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Cigarette advertising in the Republic of Korea: a case illustration ofThe One

Cited by 8 publications

References 19 publications

The Meaning of “Light” and “Ultralight” Cigarettes: A Commentary on Smith, Stutts, and Zank

The Meaning of “Light” and “Ultralight” Cigarettes: A Commentary on Smith, Stutts, and Zank

Analysis of Smoking by South Korean Middle School Students: Shifting Preferences in Brand Choice and Rising Popularity of Marlboro Cigarettes

The Tobacco Pack Surveillance System: A Protocol for Assessing Health Warning Compliance, Design Features, and Appeals of Tobacco Packs Sold in Low- and Middle-Income Countries

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