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

Abstract #68800

Pamela Ling, MD, MPH, Department of Medicine, Division of General Internal Medicine, University of California San Francisco, Box 0320, San Francisco, CA 94143, 415/514-1492, pling@medicine.ucsf.edu and Stanton A Glantz, PhD, University of California, San Francisco, Center for Tobacco Control Research & Education, 530 Parnassus Ave., Suite 366, San Francisco, CA 94143-1390.

Significance: Effective interventions to decrease young adult tobacco use will need to understand and effectively counter the opposition: the tobacco industry’s marketing efforts that target young adults. Objective: To show how tobacco industry marketing research is used to develop advertising messages that appeal to young adults, to explore why these messages work, and how best to counter them. Methods: Analysis of previously secret tobacco industry documents. Results: Tobacco advertising campaigns targeting young adults concentrate on building brand images that communicate an aspirational smoker personality and lifestyle. These images are ideally connected to values that are relevant to young adults, such as freedom, individualism, communication, authenticity or hedonism. Brands with the greatest long term success have maintained a relevant image which evolves as values change. Tobacco companies also used common values to craft global young adult tobacco marketing campaigns. The social aspects of smoking are particularly important to young adults; conversely, the declining social acceptability of smoking is also especially relevant. The tobacco industry attempted to develop socially acceptable cigarettes to attract and retain young adult smokers experiencing pressure to quit. Conclusions: Countermarketing campaigns for young adults should put forward an aspirational nonsmoking image that resonates with young adult values, and connects with their lifestyle and activities. Strong nonsmoking images (such as those created by the “truth” brand and campaign) may be extended for young adults. Campaigns that decrease the social acceptability of smoking and increase the value of smoke free lifestyles may be particularly effective with young adults.

Learning Objectives:

• Describe three features of tobacco advertising messages that are emphasized in young adult brands.
• Discuss three media message strategies that directly counter tobacco industry marketing efforts.

Keywords: Tobacco Industry, Media Campaigns

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: none
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.