University of Arizona, Department of Anthropology, Emil Haury Building, Tucson, Arizona, USA.
Tob Control. 2009 Apr;18(2):98-107. doi: 10.1136/tc.2008.025809. Epub 2008 Nov 25.
Tobacco advertising in Indonesia is among the most aggressive and innovative in the world, and tobacco advertisements saturate the environment. Tobacco companies are politically and financially powerful in the country because they are one of the largest sources of government revenue. As a result, there are few restrictions on tobacco marketing and advertising. National surveys reveal that 62% of men and 1% to 3% of women are smokers. Over 90% of smokers smoke clove cigarettes (kretek). This paper examines the social and cultural reasons for smoking in Indonesia and discusses how the tobacco industry reads, reproduces and works with culture as a means of selling cigarettes. An analysis is provided of how kretek tobacco companies represent themselves as supporters of Indonesian national identity. This analysis is used to identify strategies to break the chains of positive association that currently support widespread smoking.
Between November 2001 and March 2007, tobacco advertisements were collected from a variety of sources, including newspapers and magazines. Frequent photographic documentation was made of adverts on billboards and in magazines. Advertisements were segmented into thematic units to facilitate analysis. In all, 30 interviews were conducted with smokers to explore benefits and risks of smoking, perceptions of advertisements and brand preferences. Focus groups (n = 12) were conducted to explore and pretest counter advertisements.
Key themes were identified in tobacco advertisements including control of emotions, smoking to enhance masculinity and smoking as a means to uphold traditional values while simultaneously emphasising modernity and globalisation. Some kretek advertisements are comprised of indirect commentaries inviting the viewer to reflect on the political situation and one's position in society.
After identifying key cultural themes in cigarette advertisements, our research group is attempting to engage the tobacco industry on "cultural ground" to reduce consumption and social acceptability. To do this, we need to take back social spaces that the tobacco industry has laid claim to through advertising. Active monitoring and surveillance of tobacco advertising strategies is necessary and legislation and enforcement to curb the industry should be put in place.
印度尼西亚的烟草广告是世界上最具侵略性和创新性的广告之一，烟草广告充斥着整个环境。由于烟草公司是政府收入的最大来源之一，因此在该国，烟草公司在政治和财政上都非常强大。这导致对烟草营销和广告的限制很少。国家调查显示，62%的男性和 1%至 3%的女性吸烟。超过 90%的吸烟者吸烟叶卷烟（kretek）。本文探讨了印度尼西亚吸烟的社会和文化原因，并讨论了烟草业如何将文化视为销售卷烟的一种手段来解读、复制和利用文化。本文还分析了 kretek 烟草公司如何将自己定位为印度尼西亚民族认同的支持者。通过这种分析，确定了打破目前支持广泛吸烟的积极关联的策略。
2001 年 11 月至 2007 年 3 月，从各种来源（包括报纸和杂志）收集烟草广告。频繁拍摄广告牌和杂志上广告的照片。将广告分成主题单元以方便分析。共对 30 名吸烟者进行了访谈，以探讨吸烟的好处和风险、对广告的看法和品牌偏好。进行了焦点小组（n=12），以探讨和预测试反烟草广告。
烟草广告中确定了关键主题，包括控制情绪、吸烟以增强男子气概以及吸烟是维护传统价值观的一种手段，同时强调现代化和全球化。一些 kretek 广告由间接评论组成，邀请观众思考政治局势和自己在社会中的地位。
在确定香烟广告中的关键文化主题后，我们的研究小组试图在“文化领域”与烟草业接触，以减少消费和社会接受度。为此，我们需要通过广告夺回烟草业声称拥有的社会空间。有必要对烟草广告策略进行积极监测和监督，并制定遏制该行业的立法和执法措施。
