EDITORIALS

New directions in tobacco promotion and brand communication

Timothy Dewhirst

Department of Marketing and Consumer Studies, College of Management and Economics, University of Guelph, Guelph, Ontario, Canada

Correspondence to:
Timothy Dewhirst, Department of Marketing and Consumer Studies, College of Management and Economics, University of Guelph, Guelph, Ontario, Canada, N1G 2W1; dewhirst@uoguelph.ca

The first 150 words of the full text of this article appear below.

Traditional marketing communication options are becoming evermore limited to the tobacco industry, on a global basis, with 163 countries ratifying the World Health Organization’s (WHO) Framework Convention on Tobacco Control (FCTC) to date. Consequently, the issue of tobacco representation in the entertainment and digital media, and its potential promotional effect, has been gaining attention. For example, research has examined the prevalence and impact of pro-smoking images in youth and fashion magazines, and taken into account the extent of corresponding editorial coverage on smoking and health.^1–3 Moreover, considerable research has suggested that youth are influenced to smoke by positive smoking portrayals in the movies and celebrities serving as role models.^{4 5} In particular, a recent study suggests that exposure to smoking portrayals in entertainment media may be more important in prompting initiation among adolescents, whereas tobacco marketing may exert a specific influence on their progression to more established smoking.⁶ Additionally, there are . . . [Full text of this article]

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