Tobacco and Public Health - TCSC Indonesia

48
CIGARETTE ADVERTISING IN THE UNITED STATES IN THE TWENTIETH CENTURY
FTC test results in advertising: Brown and Williamson: ‘Actual deliveries will vary
based on how you hold and smoke your cigarette’; Philip Morris: ‘The amount of ‘tar’
and nicotine you inhale will vary depending on how you smoke the cigarette’.
Because the MSA made no provisions for the advertising themes discussed in this
chapter, manufacturers remain free to use health fears to market their products.
Conclusions
Cigarette advertising in the United States since the beginning of the 20th century has
been an enterprise in reducing health fears around smoking. Advertisements have relied
on three basic themes. Some ads reassure smokers that (1) new developments are making
cigarettes safer, and (2) these developments will not remove the flavor and enjoyment
from smoking. Others use tropes and semantic networks to imply safety without actually
making explicit health claims. A third class of ads uses imagery to convince smokers that
smoking might be risky, but is worth the risk. By allowing imagery and claims based on
taste, regulators opened the door for manufacturers to subtly suggest that cigarettes were
becoming less dangerous and that consumers could continue to smoke.
References
Anderson, P. (1979). HTI test of production Marlboro 85 versus Marlboro 85, Model ‘1’ with 10%
dilution and no reduction in tar delivery. Philip Morris. Available at http://www.pmdocs.com
(Bates Number 2040077052).
Bloom, H. (1975). A map of misreading.Oxford University Press, Oxford.
Brecher, R., Brecher, E., Herzog, A., Goodman, W., and Walker, G. (ed.) (1963). The consumers union
report on smoking and public interest.Consumers Union, Mount Vernon, New York.
Cacioppo, J. T., Petty, R. E., Feinstien, J. A., Blair, W., and Jarvis, G. (1996). Dispositional differences
in cognitive motivation: The life and times of individuals varying in need for cognition.
Psychological Bulletin, 119, 197–253.
Cohen, J. B. (1992). Research and policy issues in Ringold and Calfee’s treatment of cigarette health
claims. Journal of Public Policy and Marketing, 11, 82–6.
Doll, R. and Hill, A. B. (1952). A study of the aetiology of carcinoma of the lung. British Medical
Journal, 1271–82.
False and Misleading Advertising (Filter-tip cigarettes) (1957). Hearings before a subcommittee of the
Committee on Government Operations, House of Representatives, 85th Congress, First Session,
(18–26 July). John A. Blatnik, chair.
FTC v. Brown and Williamson Tobacco Corporation (1985). 580. SUPP 981 (D.C.C., 1983), 778F.2d
35 (D.C.CIR. 1985).
Giovino, G. A., Tomar, S. L., Reddy, M. N., Peddicord, J. P., Zhu, B. P., Escobedo, L. G., et al.(1996).
Attitudes, knowledge and beliefs about low-yield cigarettes among adolescents and adults.
In: The FTC cigarette test method for determining tar, nicotine, and carbon monoxide yields of
U.S. cigarettes: report of the NCI Expert Committee,pp. 39–57. National Cancer Institute,
US Department of Health and Human Services, Bethesda, Maryland.
Glantz, S. A., Slade, J., Bero, L. A., Hanauer, P., and Barnes, D. E. (1996). The cigarette papers.
University of California Press, Berkeley.
Harris, R. W. (1978). How to keep on smoking and live. St. Martin’s Press, New York.
Heimann, R. K. (1960). Tobacco and Americans.McGraw-Hill, New York.