塑造“理想心态”：菲利普·莫里斯公司提升其在女性群体中企业形象的努力。
Creating the "desired mindset": Philip Morris's efforts to improve its corporate image among women.
作者信息
McDaniel Patricia A, Malone Ruth E
机构信息
Department of Social and Behavioral Sciences, University of California, San Francisco, San Francisco, California 94118, USA.
出版信息
Women Health. 2009 Jul-Aug;49(5):441-74. doi: 10.1080/03630240903238800.
Abstract
Through analysis of tobacco company documents, we explored how and why Philip Morris sought to enhance its corporate image among American women. Philip Morris regarded women as an influential political group. To improve its image among women, while keeping tobacco off their organizational agendas, the company sponsored women's groups and programs. It also sought to appeal to women it defined as "active moms" by advertising its commitment to domestic violence victims. It was more successful in securing women's organizations as allies than active moms. Increasing tobacco's visibility as a global women's health issue may require addressing industry influence.
摘要
通过对烟草公司文件的分析，我们探究了菲利普·莫里斯公司如何以及为何试图提升其在美国女性中的企业形象。菲利普·莫里斯公司将女性视为一个有影响力的政治团体。为了在女性中改善其形象，同时又不让烟草问题出现在她们的组织议程上，该公司赞助了女性团体和项目。它还通过宣传其对家庭暴力受害者的承诺，试图吸引它定义为“活跃妈妈”的女性。在争取女性组织成为盟友方面，它比争取“活跃妈妈”更成功。提高烟草作为一个全球女性健康问题的关注度，可能需要应对该行业的影响力。
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