How Advertising Impacts Smoking? :Tobacco advertising and endorsement enhances the possibility of adolescents beginning smoking. Advertising is the utilization of media to produce explicit product images or connections. Endorsement or marketing is the combination of activities aimed at augmenting sales. There are no assessments of the influence of tobacco advertising and endorsement on people taking up smoking.
However, studies pertaining to nonsmokers and their introduction to tobacco advertisement reveal that nonsmoker adolescents who were more familiar with or responsive to tobacco advertisement had the potential to become smokers afterwards. Recent studies have revealed that cigarette companies are still promoting advertisements that have a greater influence on young people in contrast to anti-smoking announcements.
According to the Federal Trade Commission cigarette manufacturing companies spend approximately $1.06 billion for the promotion of cigarettes. A large amount of this money is spent at the retail store level targeting youngsters and teenagers.
Young people who are subjected to advertisements related to tobacco tend to associate smoking with popularity and relaxation, and these links are forceful in comparison with any alleged threats gathered from anti-smoking ads. Tobacco companies generally target their product in a planned manner making an individual who smokes extremely well liked and composed through their campaigns.
Young people come across cigarette ads in magazines, convenience stores and by means of promotional events in bars and restaurants which make them soft targets of tobacco companies. Studies point to a disturbing trend that adolescents and young adults are more probable to recollect cigarette ads in comparison to individuals above 30 years.
According to the peer-reviewed studies tobacco advertisements influences teenagers heavily. But there is no concrete research evidence that might support the above statement.
Studies also reveal that a large number of 18-year-old individuals exposed to anti-smoking ads and quit smoking ads did realize the dangers of smoking but it did little to prevent them from buying cigarettes because of the fact that other advertisements on smoking had produced a positive thought about smoking. This is attributed to the fact that teenagers are less receptive to information about health dangers than they are about the general psychological notion of smoking that’s promoted by tobacco advertisements.
Earliest Quit Smoking ads focused on health issues such as lung cancer, effects of passive smoking etc. However, nowadays, Quit Smoking ads focus on issues such as erectile dysfunction and loss of attractiveness. Recently released Quit Smoking ad shows a 58-year old woman suffering from Buerger’s disease as a result of smoking
Studies have revealed that young people have erroneous beliefs about the threats of smoking which is a major cause for them to pickup smoking without realizing the fact that smoking can be hard to quit.Tobacco companies try to lure young people by means of expensive ad promotion that associates glamor with smoking. Young people, particularly adolescents are highly impressionable and cigarette companies exploit this vulnerability to promote their interests. Numerous tobacco companies make an endeavor to sell their products by portraying cigarettes as a source of relaxation or as a means of attaining success through carefully crafted messages that accompany almost every cigarette advertisements.
Attempts have been made in recent years to counter the negative images of cigarette ads by means of messages highlighting the negative aspects associated with smoking. Millions of dollars are spent on tobacco advertisements to give wide publicity to the habit of smoking. It is done to reach out to the maximum number of individuals with the message that smoking is very much a part of an individuals’ existence.