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The most recent version of this article was published on 1 April 2008

Tob Control. Published Online First: 26 February 2008. doi:10.1136/tc.2007.021592
Copyright © 2008 by the BMJ Publishing Group Ltd.

RESEARCH PAPERS

A difference which makes a difference: young adult smokers' accounts of cigarette brands and package design

Janne Scheffels1

Norwegian Institute for Alcohol and Drug Research, Norway

ABSTRACT

Objective: To explore young adult smokers' construction of meaning and identity in accounts of cigarette brands and cigarette package design, and by this study the processes by which positive associations with a brand may be reinforced and sustained. Data source: Qualitative in-depth interviews with 21 smokers aged 18-23 in Norway, where advertising for tobacco has been banned since 1975.

Results: Cigarette brand and cigarette package design appear as an integrated part of young smokers' constructions of smoker identities, enabling the communication of personal characteristics, social identity and positions in hierarchies of status.

Conclusion: Through branding and package design tobacco companies appear to be able to promote their products in a country where advertising is banned, by means of similar principles that make advertising effective: by creating preferences, differentiation and identification.


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This article has been cited by other articles:

  • (2008). The plain truth about tobacco packaging. Tobacco Control 17: 361-362  

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