Sexual imagery in cigarette advertising before and after the master settlement agreement

Tae Hyun Baek, Mark Mayer

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

Abstract

This study examines how the sexual imagery in cigarette magazine advertisements changed as a result of the 1998 Master Settlement Agreement (MSA). After conducting a content analysis of 657 unduplicated cigarette ads from 1994 to 2003, our results revealed that cigarette advertisements featuring suggestive/partially clad female models increased significantly from the pre-MSA period (16.0%) to the post-MSA period (24.9%). In addition, we provide empirical evidence that there was an overall increase in sexually explicit cigarette advertising after the MSA. Several implications for policymakers are discussed in detail.

Original languageEnglish
Pages (from-to)747-757
Number of pages11
JournalHealth Communication
Volume25
Issue number8
DOIs
StatePublished - Dec 2010

ASJC Scopus subject areas

  • Health(social science)
  • Communication

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