烟草行业对马来西亚间接烟草广告进行优化的说明。

The tobacco industry's accounts of refining indirect tobacco advertising in Malaysia.

作者信息

Assunta M, Chapman S

机构信息

School of Public Health, Room 129A Edward Ford Building, University of Sydney, Sydney, NSW 2006 Australia.

出版信息

Tob Control. 2004 Dec;13 Suppl 2(Suppl 2):ii63-70. doi: 10.1136/tc.2004.008987.

DOI:10.1136/tc.2004.008987

PMID:15564223

原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC1766158/

Abstract

OBJECTIVE

To explore tobacco industry accounts of its use of indirect tobacco advertising and trademark diversification (TMD) in Malaysia, a nation with a reputation for having an abundance of such advertising.

METHODS

Systematic keyword and opportunistic website searches of formerly private tobacco industry internal documents made available through the Master Settlement Agreement.

RESULTS

132 documents relevant to the topic were reviewed. TMD efforts were created to advertise cigarettes after advertising restrictions on direct advertising were imposed in 1982. To build public credibility the tobacco companies set up small companies and projected them as entities independent of tobacco. Each brand selected an activity or event such as music, travel, fashion, and sports that best suited its image. RJ Reynolds sponsored music events to advertise its Salem brand while Philip Morris used Marlboro World of Sports since advertising restrictions prevented the use of the Marlboro man in broadcast media. Despite a ban on tobacco advertisements in the mass media, tobacco companies were the top advertisers in the country throughout the 1980s and 1990s. The media's dependence on advertising revenue and support from the ruling elite played a part in delaying efforts to ban indirect advertising.

CONCLUSION

Advertising is crucial for the tobacco industry. When faced with an advertising ban they created ways to circumvent it, such as TMDs.

摘要

目的

在素有大量此类广告之称的马来西亚，探究烟草行业对其间接烟草广告使用情况及商标多元化（TMD）的说明。

方法

通过《主协议和解协议》获取的烟草行业此前的内部文件进行系统关键词搜索和机会主义网站搜索。

结果

审查了132份与该主题相关的文件。1982年对直接广告实施限制后，烟草公司开展了TMD活动来为香烟做广告。为树立公众信誉，烟草公司成立了小公司，并将其塑造为独立于烟草的实体。每个品牌选择了最适合其形象的一项活动或赛事，如音乐、旅游、时尚和体育。雷诺兹烟草公司赞助音乐活动以宣传其沙龙品牌，而菲利普·莫里斯公司则利用万宝路体育世界，因为广告限制使得万宝路牛仔形象无法在广播媒体中使用。尽管大众媒体禁止烟草广告，但在整个20世纪80年代和90年代，烟草公司都是该国最大的广告商。媒体对广告收入的依赖以及来自统治精英的支持在推迟禁止间接广告的努力中起到了一定作用。