TY - JOUR
T1 - Five Decades of Promotion Techniques in Cigarette Advertising
T2 - A Longitudinal Content Analysis
AU - Paek, Hye Jin
AU - Reid, Leonard N.
AU - Jeong, Hyun Ju
AU - Choi, Hojoon
AU - Krugman, Dean
PY - 2012/1
Y1 - 2012/1
N2 - This study examines frequencies and types of promotion techniques featured in five decades of cigarette advertising relative to five major smoking eras. Analysis of 1,133 cigarette advertisements collected through multistage sampling of 1954 through 2003 issues of three youth-oriented magazines found that 7.6% of the analyzed ads featured at least one promotion technique. Across smoking eras the proportion of promotion in the ads steadily increased from 1.6% in the "pre-broadcast ban era" to 10.9% in the "the pre-Master Settlement Agreement (MSA) era" and 9% in "post-MSA era." The increased use of sponsorships/events in cigarette ads for youth-oriented brands warrants more attention from tobacco control experts and government regulators.
AB - This study examines frequencies and types of promotion techniques featured in five decades of cigarette advertising relative to five major smoking eras. Analysis of 1,133 cigarette advertisements collected through multistage sampling of 1954 through 2003 issues of three youth-oriented magazines found that 7.6% of the analyzed ads featured at least one promotion technique. Across smoking eras the proportion of promotion in the ads steadily increased from 1.6% in the "pre-broadcast ban era" to 10.9% in the "the pre-Master Settlement Agreement (MSA) era" and 9% in "post-MSA era." The increased use of sponsorships/events in cigarette ads for youth-oriented brands warrants more attention from tobacco control experts and government regulators.
KW - advertising
KW - content analysis
KW - longitudinal research
KW - promotion techniques
KW - tobacco
UR - http://www.scopus.com/inward/record.url?scp=84859308559&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84859308559&partnerID=8YFLogxK
U2 - 10.1080/07359683.2011.623087
DO - 10.1080/07359683.2011.623087
M3 - Article
C2 - 22416922
AN - SCOPUS:84859308559
SN - 0735-9683
VL - 29
SP - 1
EP - 17
JO - Health Marketing Quarterly
JF - Health Marketing Quarterly
IS - 1
ER -