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营销看似“淡味”香烟的阴暗面:成功的形象与失败的事实。

The dark side of marketing seemingly "Light" cigarettes: successful images and failed fact.

作者信息

Pollay R W, Dewhirst T

机构信息

University of British Columbia, Vancouver, BC, Canada.

出版信息

Tob Control. 2002 Mar;11 Suppl 1(Suppl 1):I18-31. doi: 10.1136/tc.11.suppl_1.i18.

Abstract

OBJECTIVE

To understand the development, intent, and consequences of US tobacco industry advertising for low machine yield cigarettes.

METHODS

Analysis of trade sources and internal US tobacco company documents now available on various web sites created by corporations, litigation, or public health bodies.

RESULTS

When introducing low yield products, cigarette manufacturers were concerned about maintaining products with acceptable taste/flavour and feared consumers might become weaned from smoking. Several tactics were employed by cigarette manufacturers, leading consumers to perceive filtered and low machine yield brands as safer relative to other brands. Tactics include using cosmetic (that is, ineffective) filters, loosening filters over time, using medicinal menthol, using high tech imagery, using virtuous brand names and descriptors, adding a virtuous variant to a brand's product line, and generating misleading data on tar and nicotine yields.

CONCLUSIONS

Advertisements of filtered and low tar cigarettes were intended to reassure smokers concerned about the health risks of smoking, and to present the respective products as an alternative to quitting. Promotional efforts were successful in getting smokers to adopt filtered and low yield cigarette brands. Corporate documents demonstrate that cigarette manufacturers recognised the inherent deceptiveness of cigarette brands described as "Light"or "Ultra-Light" because of low machine measured yields.

摘要

目的

了解美国烟草业低机器产率香烟广告的发展、意图及后果。

方法

分析贸易来源以及美国烟草公司现已在由企业、诉讼或公共卫生机构创建的各类网站上公开的内部文件。

结果

在推出低产率产品时,香烟制造商担心维持产品具有可接受的口味/风味,并担心消费者可能会戒烟。香烟制造商采用了多种策略,使消费者认为过滤嘴和低机器产率品牌相对于其他品牌更安全。这些策略包括使用装饰性(即无效的)过滤嘴、随着时间推移放松过滤嘴、使用药用薄荷醇、运用高科技形象、使用良性品牌名称和描述词、在品牌产品线中添加良性变体以及生成关于焦油和尼古丁产率的误导性数据。

结论

过滤嘴和低焦油香烟广告旨在安抚担心吸烟健康风险的吸烟者,并将各自产品作为戒烟的替代选择呈现出来。促销活动成功地使吸烟者采用了过滤嘴和低产率香烟品牌。企业文件表明,香烟制造商认识到因机器测量产率低而被描述为“淡味”或“超淡味”的香烟品牌具有内在的欺骗性。

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