The number and content of tobacco advertisements were examined in seventy-four gender-oriented popular magazines published during the summer of 1988. More ads were present in women's than men's magazines, and the messages contained in these ads were differentially stressed as a function of the magazine's primary readership. The type of Surgeon General's warning appearing in an ad often was not directed toward the typical concerns of the readership of the magazine in which the ad appeared. This survey, and a follow-up three months later, indicated that the Surgeon General's report on nicotine addiction, published in the Spring of 1988, had no apparent effect on the number of ads placed. Advertising revenues received by publishers from conglomerates which control the manufacture of food as well as tobacco products may be partially responsible for this finding. It was concluded that effective drug education programs should encourage skepticism when tobacco advertisements are examined.
Get full access to this article
View all access options for this article.
References
1.
U.S. Department of Health and Human Services, The Health Consequences of Smoking: Cancer, A Report of the Surgeon General, Office on Smoking and Health, Department of Health and Human Services Publication No. (PHS) 82-50179, 1982.
2.
U.S. Office of Technology Assessment, Smoking-Related Deaths and Finance Costs, Washington, D.C., 1985.
3.
U.S. Department of Health and Human Services, Smoking and Health: A National Status Report: A Report of the Surgeon General, Office on Smoking and Health, Department of Health, Education and Welfare Publication No. (PHS) 87-8396, 1986.
4.
American Cancer Society, Cancer Facts and Figures–1988, New York, 1988.
5.
U.S. Department of Health and Human Services, The Health Consequences of Smoking for Women, A Report of the Surgeon General, Office on Smoking and Health, 1980.
6.
U.S. Department of Health and Human Services, The Health Consequences of Using Smokeless Tobacco, A Report of the Advisory Committee to the Surgeon General, National Institute of Health Publication No. 86-2874, 1986.
7.
U.S. Department of Health and Human Services, The Health Consequences of Smoking: Nicotine Addiction, Office on Smoking and Health, Rockville, Maryland, 1988.
8.
U.S. Department of Health and Human Services, Cigarette Smoking in the United States, 1986, Morbidity and Mortality Weekly Report, 36, pp. 581–585, September 11, 1987.
9.
JohnstonL. D.O'MalleyP. M., and BachmanJ. G., National Trends in Drug Use and Related Factors Among American High School Students and Young Adults, 1975–1986, U.S. Department of Health and Human Services, National Institute on Drug Abuse, Department of Health and Human Services Publication No. (ADM) 87-1535, 1987.
10.
GarfinkelL. and StellmanS. D., Smoking and Lung Cancer in Women: Findings in a Prospective Study, Cancer Research, 48, pp. 6951–6955, 1988.
11.
FioreM. C.NovotnyT. E.PierceJ. P., Trends in Cigarette Smoking in the United States: The Changing Influence of Gender and Race, Journal of the American Medical Association, 216, pp. 49–55, 1989.
12.
DavisR. M., Current Trends in Cigarette Advertising and Marketing, New England Journal of Medicine, 316, pp. 725–732, 1987.
13.
ChapmanS., Cigarette Advertising and Smoking: A Review of the Evidence, in Smoking Out the Barons: The Campaign Against the Tobacco Industry, John Wiley, New York, pp. 79–97, 1986.
14.
HealeyJ. R., Kraft, Philip Morris Deal A Complete Meal, USA Today, Section E, p. 1, October 31, 1988.
15.
Associated Press, New Owner Likely to Split Nabisco, Lansing State Journal, p. 88, December 2, 1988.
16.
HollieP. G., Segmented Cigarette Market, New York Times, pp. 29, 31, March 23, 1985.
17.
ErnsterV. L., Mixed Messages for Women: A Social History of Cigarette Smoking and Advertising, New York State Journal of Medicine, 85, pp. 335–340, 1985.
18.
JacobsonB. and AmosA., When Smoke Gets In Your Eyes: Cigarette Advertising Policy and Coverage of Smoking and Health in Women's Magazines, in Smoking Out the Barons: The Campaign Against the Tobacco Industry, John Wiley, New York, pp. 99–137, 1986.
19.
GillK. and BoydenD. P. (eds.), Gale Directory of Publications—120th Edition, Volume I, Gale Research Inc., Detroit, 1988.
20.
KatzB. and KatzL. S. (eds.), Magazines for Libraries, 5th Edition, R. R. Bowker Company, New York, 1986.
21.
Ulrich's International Periodical Directory 1986–1987, 25th Edition, Volume I and II, R. R. Bowker Company, New York, 1986.
22.
ByrneG., Nicotine Likened to Cocaine, Heroin, Science, 140, p. 1143, 1988.
23.
KrupkaL. R. and VenerA. M., Over-the-Counter Appetite Suppressants Containing Phenylpropanolamine Hydrochloride (PPA) and the Young Adult: Usage and Perceived Effectiveness, Journal of Drug Education, 13, pp. 141–152, 1983.
24.
VenerA. M. and KrupkaL. R., Over-the-Counter Anorexiants: Use and Perceptions Among Young Adults, in Phenylpropanolamine: Risks, Benefits and Controversies, MorganJ. (ed.), Praeger, New York, pp. 132–149, 1985.
25.
FischerP. M.RichardsJ. W.BermanE. J., Recall and Eye Tracking Study of Adolescents Viewing Tobacco Advertisements, Journal of the American Medical Association, 216, pp. 84–89, 1989.
26.
KlaassenC. D., Nonmetallic Environmental Toxicants: Air Pollutants, Solvents and Vapors, and Pesticides, in The Pharmacological Basis of Therapeutics, 6th Edition, GilmanA. G.GoodmanL. S., and GilmanA. (eds.), Macmillan Publishing Company, New York, pp. 1638–1659, 1980.
27.
HermansonB.OmennG. S.KronmalR. A., Beneficial Six-Year Outcome of Smoking Cessation in Older Men and Women with Coronary Artery Disease, New England Journal of Medicine, 319, pp. 1365–1369, 1988.
28.
More States Legislating Limits on Tobacco Use, USA Today, p. 9, November 30, 1988.
