New directions in tobacco promotion and brand communication

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 several instances in which celebrity media interviews include mentions of cigarette brands as well as content that serves to normalise smoking. In the December 2008 issue of the British magazine Arena, an interview with Josh Brolin, the actor whose recent credits include W, Milk and No Country For Old Men, reveals that he is chain smoking Marlboro Lights.7 Journalists may name particular brands—including those that are non-tobacco—to convey authenticity in their narrative (ie, describing the setting of the interview and to reinforce that it was conducted in person), yet in doing so obviously provide publicity for the brand and in effect provide an unconventional form of celebrity endorsement.

Digital (interactive) communications are also becoming increasingly important promotional tools …