Five Decades of Promotion Techniques in Cigarette Advertising: A Longitudinal Content Analysis

Hye Jin Paek, Leonard N. Reid, Hyun Ju Jeong, Hojoon Choi, Dean Krugman

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)1-17
Number of pages17
JournalHealth Marketing Quarterly
Volume29
Issue number1
DOIs
StatePublished - Jan 2012

Keywords

  • advertising
  • content analysis
  • longitudinal research
  • promotion techniques
  • tobacco

ASJC Scopus subject areas

  • General Health Professions
  • Marketing

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