Guidelines for Policy: Is It Really Possible to Eliminate Tobacco Advertising and Promotion?
The thesis of this paper is that the development, introduction, implementation, and enforcement of policies intended to ban tobacco advertising and promotion have been misguided and have failed to diminish the industry’s influence among consumers and potential consumers. For the most part, proponents of the prohibition of tobacco advertising do not understand the importance of an ethnographic approach to the subject (ie, loosely translated, the ability to think like the tobacco industry thinks) and the cultural contexts in which such policies are being designed. In effect, these policies remain an ideal and not a real inhibitory force. Our use of the term “guidelines” is not intended as a formula for enacting such policies but rather as a means of standardizing the terms of discussion and enhancing awareness of the many variables involved in confronting tobacco advertising and promotion.
KeywordsTobacco Industry Tobacco Company Ethnographic Approach Tobacco Advertising Cigarette Brand
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