TOBACCO IN MOVIES AND IMPACT ON YOUTH - Smoke Free ...

Tobacco in Movies & Impact on Youth
It is known that even without making a direct reference to smoking/tobacco a
psychological need-satisfaction relationship can be created. 55 Whenever smoking
and tobacco images are shown in association with any previous branding
philosophy/tactic used by some tobacco company, even though it is scientifically
incorrect it clearly amount to advertising and/or promotion of tobacco. All the
emotional associations created with tobacco are false and erroneous and not based
on any scientific facts. Tobacco, whether shown with product/brand shot or in
generic form or not, but if shown in association with any such erroneous
emotional emotional/behavioural situation, it amounts to promotion of tobacco.
Tobacco companies are clearly targeting the underdeveloped countries like India,
where the branded manufactured cigarette use is low (approx.117 per capita
compared to 1030 globally) for their untapped potential. Movies, television and
other mass media and multimedia tools appear to be the most effective vehicle for
their objective. Since in India and other such underdeveloped countries the
literacy rate is too low so for most of these people, what is seen is often believed
and followed. Movies and television is their window to the world. What they see,
they believe. Mass media and movies are an unfortunate but very powerful tool in
the hands of tobacco companies. It is like a razor in the hand of a monkey.
False association of tobacco and smoking with glamour, bravery, success, stress
etc. needs to put to an end immediately if the tobacco control efforts have to
succeed and if millions of lives are to be saved.
There is no scientific evidence that tobacco consumption makes a person brave,
appear machismo; on the contrary and according to scientific evidence tobacco is
known to make a person impotent and holding a cigarette in mouth is a
psychological indicator of insecurity. It is shown that people smoking lok
beautiful and smart whereas the fact is that tobacco deteriorates the skin texture
and is responsible for hundreds of ailments. Does it improve the social
acceptability of a person as shown in movies; no, not at all rather it reduces the
acceptability of a person in certain groups and is forbidden in many societies;
tobacco users are known to suffer from a feeling of guilt too. It on no account
makes a person successful and rather tobacco consumption adds to the poverty.
There is no association of tobacco with glamour too and on the contrary it reduces
the quality of life and on an average 22 productive years from one’s life. There is
no way tobacco can reduce stress; scientifically it increases the chance of
hypertension and vascular and myocardial infraction by many folds.
These false projections are made popular by motion pictures which must be
countered without any further delay. Unfortunately the electronic communication
has been used unchecked in past as a tool to promote harmful products like
tobacco and this has resulted in great loss of life. The promotion of harmful
substances like tobacco through mass media is undeniably against the established
research of science’ against the direction provided by the Indian constitution and
has the regrettable ability to degenerate the young people and hence the future of
India and any civilization of the world.
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