@article {Scheffels118, author = {J Scheffels}, title = {A difference that makes a difference: young adult smokers{\textquoteright} accounts of cigarette brands and package design}, volume = {17}, number = {2}, pages = {118--122}, year = {2008}, doi = {10.1136/tc.2007.021592}, publisher = {BMJ Publishing Group Ltd}, abstract = {Objective: To explore young adult smokers{\textquoteright} construction of meaning and identity in accounts of cigarette brands and cigarette package design, and the processes by which positive associations with a brand may be reinforced and sustained.Methods: Qualitative in-depth interviews with 21 smokers aged 18{\textendash}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{\textquoteright} 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.}, issn = {0964-4563}, URL = {https://tobaccocontrol.bmj.com/content/17/2/118}, eprint = {https://tobaccocontrol.bmj.com/content/17/2/118.full.pdf}, journal = {Tobacco Control} }