Content Analysis of Trends in Print Magazine Tobacco Advertisements

Abstract

Objectives To provide a descriptive and comparative content analysis of tobacco print magazine ads, with a focus on rhetorical and persuasive themes. Methods Print tobacco ads for cigarettes, cigars, e-cigarettes, moist snuff, and snus (N = 171) were content analyzed for the physical composition/ad format (e.g., size of ad, image, setting, branding, warning label) and the content of the ad (e.g., rhetorical themes, persuasive themes). Results The theme of pathos (that elicits an emotional response) was most frequently utilized for cigarette (61%), cigar (50%), and moist snuff (50%) ads, and the theme of logos (use of logic or facts to support position) was most frequently used for e-cigarette (85%) ads. Additionally, comparative claims were most frequently used for snus (e.g., “spit-free,” “smoke-free”) and e-cigarette ads (e.g., “no tobacco smoke, only vapor,” “no odor, no ash”). Comparative claims were also used in cigarette ads, primarily to highlight availability in different flavors (e.g., “bold,” “menthol”). Conclusions This study has implications for tobacco product marketing regulation, particularly around limiting tobacco advertising in publications with a large youth readership and prohibiting false or misleading labels, labeling, and advertising for tobacco products, such as modified risk (unless approved by the FDA) or therapeutic claims.

The Effect of Comparatively-framed versus Similarity-framed E-Cigarette and Snus Print Ads on Young Adults' Ad and Product Perceptions

“…Similarly, current smokers reported a more neutral stance to both e-cigarette and snus product use intentions compared to somewhat unlikely intentions from former smokers and highly unlikely intentions from never smokers. Correlating the findings with current research that demonstrates heavy expenditures for promoting e-cigs and snus, 39 it is not surprising that manufacturers of e-cigs and snus see a clear potential in re-introducing newer forms of non-combustible tobacco products to former and current smokers. Our study only examined effects of a single time-point exposure to e-cig and snus ads; however, the effect of cumulative ad exposure on long term tobacco use behavior is yet to be determined.…”

“…39,64 Our study demonstrates how exposure to e-cig and snus ads can influence risk perceptions, product appeal, and product use intentions among young adults. Future research examining the effects of exposure to e-cig and snus print ads on teenagers’ ad-related and product-related perceptions will provide much needed data to demonstrate the dangers associated with exposure to persuasive e-cig and snus ads on youth.…”

“…34,38,39 This association can be framed as a distinct comparison (eg, “smoke-free,” “spit-free”) or a similarity (eg, “great taste and experience of a real cigarette,” “with full on tobacco satisfaction”) between traditional cigarettes and the advertised alternative tobacco product. Pepper and colleagues demonstrated that smokers report greater interest in trying e-cigs after viewing ads that highlighted distinct differences between conventional cigarettes and e-cigs and ads showing product use.…”

“…Although explicit claims on modified risk claims are not made in snus and e-cigarette advertising, implicit claims about health benefits are evident when advertisements include comparisons with cigarettes and traditional smokeless tobacco products to highlight advertised products. 39 By examining ad-related and product-related perceptions of young adults exposed to snus and e-cigarette advertising, we will examine reactions to harm-reduction claims made by tobacco companies. As such, these forms of advertising colors public perception of new and emerging tobacco products and are important to examine from a public health perspective.…”

The Cigarette and Smokeless Tobacco Markets in Texas Relative to the United States

“…Whereas Texas SLT users do appear to have an affinity for unflavored SLT, Texas’ youth and Hispanic population remain susceptible targets of products intended for beginners, as marketing of SLT has shifted over the past decade to include not only the traditional target of hardworking rural men, but also sophisticated and glamorous urban men and women. 30–34 Ongoing attention must be paid to sales data for these products, and consideration given to whether a ban on flavored products, thereby potentially eliminating the starter products in the “graduation process,” is warranted.…”