Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers

Abstract

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 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. 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. Abstract word count: 243

Up in Vapor: Exploring the Health Messages of E-Cigarette Advertisements

“…The tobacco industry tailors its advertising and product design to certain populations using imagery or creating desired feelings by those populations (Anderson, Pollay, & Ling, 2006). E-cigarette companies are using similar advertising and promotional strategies to aggressively market their products (Felberbaum, 2013).…”

Marketing of menthol cigarettes and consumer perceptions: a review of tobacco industry documents

“…These challenges necessitated a move away from explicit health messages and towards other messages that would appeal to different groups of potential consumers of ‘low-tar’ or ‘light’ tobacco products. Research has elucidated many of these alternative marketing messages for ‘low-tar’ and ‘light’ cigarettes,4 15 and has demonstrated that consumers tend to perceive ‘low-tar’ and ‘light’ cigarettes to be less harmful than ‘regular’ cigarettes 16–20. less is understood about messages for menthol cigarettes or about how consumers perceive menthol.…”

Beliefs about the relative harm of “light” and “low tar” cigarettes: findings from the International Tobacco Control (ITC) China Survey

“…In Western countries, “light” and “low tar” cigarettes were initially introduced in the 1960s and 1970s as smokers became aware of the health risks of smoking. These cigarettes have been marketed using advertising and packaging which suggests that these brands are less harmful alternatives to “full flavour” or “regular” brands4 5 and therefore appeal to health concerned smokers 6–9. Consequently, the availability of “low tar” cigarettes is likely to have discouraged some smokers from quitting,10 11 although this evidence is not conclusive 12.…”