Paid counter-advertising: proven strategy to combat tobacco use and promotion.

نویسنده

  • A Blum
چکیده

This article discusses the effectiveness of paid counter-advertising in combating tobacco use and promotion, the impact of the Fairness Doctrine, which mandated anticigarette television advertisements in the late 1960s, and reasons why the media today are reluctant to run antismoking advertisements. Although counter-advertisements can work very well, they should be image-based, rather than fact-based. Currently, tobacco companies promote a positive image of cigarette smoking and brand awareness. Most antismoking ads, however, tend to focus on the tobacco itself and its adverse effects on the smoker, rather than combating the images the cigarette ads promote. Urging counter-advertising to focus on the product, rather than to try to produce guilt in smokers, this article provides examples of paid counter-advertising strategies employed by Doctors Ought to Care to illustrate an image-based approach. Overall, the antismoking movement must guard against complacency and measure its success according to tobacco companies' declining revenues, rather than the number of public service advertisements in the media.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Review on the Implementation of the Islamic Republic of Iran about Tobacco Control, Based on MPOWER, in the Framework Convention on Tobacco Control by the World Health Organization

Background: Smoking is the largest preventable cause of death in the world, killing nearly 6 million people annually. This article is an investigation of measures implemented laws in the Iran to study the proposed strategy of control and reduce tobacco use based on the monitor, protect, offer, warn, enforce and raise (MPOWER) policy.Methods: All laws approved by the Parliament along with the in...

متن کامل

Tobacco advertising and promotion

If tobacco advertising and promotion increase cigarette consumption, they are issues for public health policy. Although public health advocates assert that tobacco advertising does increase cigarette consumption, there is a significant empirical literature that finds little or no effect of tobacco advertising on smoking. In this chapter, these empirical studies are examined more closely with se...

متن کامل

5.4 Measures to assess the effectiveness of restrictions on tobacco marketing communications

The WHO FCTC proposes a comprehensive ban on tobacco advertising, promotion, and sponsorship, in recognition that it would reduce consumption of tobacco products (Figure 5.12). This section will explain how to go about measuring the effectiveness of restrictions on tobacco marketing communications, such as advertising bans or limitations on the use of specific media. First, terms are defined an...

متن کامل

Turning negative into positive: public health mass media campaigns and negative advertising.

Literature suggests that 'negative advertising' is an effective way to encourage behavioral changes, but it has enjoyed limited use in public health media campaigns. However, as public health increasingly focuses on non-communicable disease prevention, negative advertising could be more widely applied. This analysis considers an illustrative case from tobacco control. Relying on internal tobacc...

متن کامل

The role of tobacco advertising and promotion: themes employed in litigation by tobacco industry witnesses.

OBJECTIVES To identify key themes related to tobacco advertising and promotion in testimony provided by tobacco industry-affiliated witnesses in tobacco litigation, and to present countervailing evidence and arguments. METHODS Themes in industry testimony were identified by review of transcripts of testimony in the Tobacco Deposition and Trial Testimony Archive (http://tobaccodocuments.org/da...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:
  • American journal of preventive medicine

دوره 10 3 Suppl  شماره 

صفحات  -

تاریخ انتشار 1994