A means to an end: Slim hopes and cigarette advertising

Title: A means to an end: Slim hopes and cigarette advertising

Year: 2003

Journal / Publication: Health Promotion Practice

Volume: 4

Issue: 3

Pages: 266 – 277

Authors:

Boyd, Thomas C.

Boyd, Carol J.

Greenlee, Timothy B.

Abstract:

Alarming increases in the number of women smokers have focused attention on the tobacco industry’s efforts to appeal to women who are likely to try and/or adopt tobacco products. The authors discuss the past 30 years of Virginia Slim advertisements and explore the link between consumers’ values such as beauty and independence and tobacco use. A brief history of tobacco advertising efforts to appeal to women is followed by an exploratory study of Phillip Morris’s advertising campaign for Virginia Slims. The authors use a means-end interpretation to explain the success of the advertisements and then discuss how a means-end framework can be used to create more effective antismoking messages.

Link: http://hpp.sagepub.com/content/4/3/266.abstract

Keywords:

Tobacco

Advertising

Women

Means-End Chain