The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #61570

LaDonna BlueEye, BA, Robin Fitzpatrick, BS, and Kasey A Jernigan, BA. Native American Prevention Research Center, University of Oklahoma, 800 NE 15th Street, Room 532, Oklahoma City, OK 73104, 405-271-2330 x 46861, ladonna-blueeye@ouhsc.edu

Tobacco holds an important spiritual and healing role in Native American culture. Traditional use of tobacco, however, is overshadowed by tobacco abuse in many Native American communities. Native American images have been exploited historically, and are currently misused by tobacco companies. A review of the tobacco industry’s marketing tactics will show that the industry has strategically capitalized on the use of cultural imagery. While this marketing tool targets the general population, Native Americans are particularly susceptible to the unrelenting efforts used by tobacco companies to recruit Native American smokers and have the highest rates of tobacco abuse of any population subgroup. By reviewing documents, advertising campaigns and surveying packaging and labeling practices, we have identified multiple examples of image exploitation. For example, in 2001, Phillip Morris released an evocative ad, called the Shawl Dancer, as part of their “Think. Don’t Smoke” campaign to discourage tobacco use. The campaign is considered intentionally ineffectual. With this information we are able to confront this exploitation and counter the tobacco industry’s influence and strategies. The information obtained in this project is also to be utilized in developing culturally appropriate tobacco abuse and prevention programs.

Learning Objectives:

• At the conclusion of this session, the participant will be able to:
• 3. Recognize the distinctions between traditional and recreational tobacco use in Native American communities.
  7. Understand the importance of Native American imagery to the Native American population.
  11. Evaluate the use of Native American imagery as a marketing tool used by the tobacco companies.

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Examples of Native American Imagery used for tobacco sales are used to confront the exploitation by the tobacco companies.
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.