TY - JOUR
T1 - Selling tobacco
T2 - A comprehensive analysis of the U.S. tobacco advertising landscape
AU - Moran, Meghan Bridgid
AU - Heley, Kathryn
AU - Baldwin, Karen
AU - Xiao, Connie
AU - Lin, Victor
AU - Pierce, John P.
N1 - Funding Information:
This work was supported by NIDA and FDA Center for Tobacco Products (CTP) ( K01DA037903 , K01DA037903-03S1 , PI: Moran). The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIH or the Food and Drug Administration.
Publisher Copyright:
© 2019 Elsevier Ltd
PY - 2019/9
Y1 - 2019/9
N2 - Objectives: To describe advertising tactics of cigarette, e-cigarette, little cigar/cigarillo and smokeless tobacco manufacturers. Methods: We conducted a content analysis of tobacco 827 ads run in the US in 2016. Ads were double coded by trained coders across ten domains: promotions, web/social media presence, use cues, warnings and disclaimers, descriptors, claims, activities, setting, imagery, and themes. Results: Cigarette ads relied on promotional tactics like discounts and sweepstakes and featured links to websites and mobile apps, all of which can increase brand loyalty and customer engagement. E-cigarette ads used tactics that appear to target new consumers, such as highlighting the product's qualities and modeling product use. Little cigar/cigarillo ads often positioned the product as social and featured music, urban and nightlife settings. Smokeless tobacco ads frequently featured themes, activities and settings stereotypically thought of as masculine. Conclusions: The tactics used to advertise tobacco products can help generate new consumers, encourage product/brand switching, and escalate use among current users. Understanding how different products are advertised can inform the Food and Drug Administration's regulatory efforts, and tobacco counter-marketing campaigns.
AB - Objectives: To describe advertising tactics of cigarette, e-cigarette, little cigar/cigarillo and smokeless tobacco manufacturers. Methods: We conducted a content analysis of tobacco 827 ads run in the US in 2016. Ads were double coded by trained coders across ten domains: promotions, web/social media presence, use cues, warnings and disclaimers, descriptors, claims, activities, setting, imagery, and themes. Results: Cigarette ads relied on promotional tactics like discounts and sweepstakes and featured links to websites and mobile apps, all of which can increase brand loyalty and customer engagement. E-cigarette ads used tactics that appear to target new consumers, such as highlighting the product's qualities and modeling product use. Little cigar/cigarillo ads often positioned the product as social and featured music, urban and nightlife settings. Smokeless tobacco ads frequently featured themes, activities and settings stereotypically thought of as masculine. Conclusions: The tactics used to advertise tobacco products can help generate new consumers, encourage product/brand switching, and escalate use among current users. Understanding how different products are advertised can inform the Food and Drug Administration's regulatory efforts, and tobacco counter-marketing campaigns.
KW - Advertising
KW - Cigarettes
KW - Cigars
KW - Marketing
KW - Smokeless tobacco
KW - Tobacco
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U2 - 10.1016/j.addbeh.2019.04.024
DO - 10.1016/j.addbeh.2019.04.024
M3 - Article
C2 - 31071602
AN - SCOPUS:85065056776
SN - 0306-4603
VL - 96
SP - 100
EP - 109
JO - Addictive Behaviors
JF - Addictive Behaviors
ER -