Abstract

Past research suggests that manufacturers market cigarettes through advertisements associating cigarettes with qualities and behaviors valued by the target audience. Using content analysis, the present study compares the visual and verbal/textual product associations in cigarette advertisements in youth- (People and Sports Illustrated) and adult-oriented (Time and Better Homes and Gardens) magazines. Results show significant differences in product association categories, with ads in youth magazines significantly more likely than those in adult magazines to employ associations related to social gatherings/friendship, romance/eroticism, independence/self-reliance/rebellion, prize giveaways/merchandise, and pleasure/refreshment/flavor/quality. This study adds to the body of knowledge on the content of cigarette advertisements and contributes to the understanding of techniques used in targeting youth with advertisements for a product with proven negative health consequences.

Library of Congress Subject Headings

Advertising--Cigarettes--Research; Target marketing--Research; Cigarette smokers--Effects of advertising on; Teenagers--Effects of advertising on; Persuasion (Psychology)

Publication Date

5-10-2004

Document Type

Thesis

Department, Program, or Center

Department of Communication (CLA)

Advisor

Austin, Bruce

Advisor/Committee Member

Neumann, David

Advisor/Committee Member

Gong, Wen

Comments

Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF6161.T6C376 2004

Campus

RIT – Main Campus

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