烟盒包装上的性意象：主协议签订前后的变化
Sexual imagery in cigarette advertising before and after the master settlement agreement.
机构信息
Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, The University of Georgia, GA 30602-3018, USA.
出版信息
Health Commun. 2010 Dec;25(8):747-57. doi: 10.1080/10410236.2010.521917.
This study examines how the sexual imagery in cigarette magazine advertisements changed as a result of the 1998 Master Settlement Agreement (MSA). After conducting a content analysis of 657 unduplicated cigarette ads from 1994 to 2003, our results revealed that cigarette advertisements featuring suggestive/partially clad female models increased significantly from the pre-MSA period (16.0%) to the post-MSA period (24.9%). In addition, we provide empirical evidence that there was an overall increase in sexually explicit cigarette advertising after the MSA. Several implications for policymakers are discussed in detail.
本研究考察了 1998 年《总括和解协议》（MSA）后，香烟杂志广告中的性意象如何发生变化。通过对 1994 年至 2003 年的 657 个不重复香烟广告进行内容分析，我们的研究结果表明，带有暗示性/部分裸体女性模特的香烟广告从 MSA 前时期（16.0%）显著增加到 MSA 后时期（24.9%）。此外，我们提供了有实证证据表明，MSA 后，香烟广告中的性暗示广告总体上有所增加。本文详细讨论了对政策制定者的几点启示。
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