America’s Smoke Screen, Essay Example

It appears that since the First World War Unites States government became dependent on lucrative income from tobacco distribution. Back then it was revealed that tobacco has highly negative effect on human health, for it can cause lung cancer. In order to save the situation, tobacco companies decided to implement a new strategy, which basically remained till now. A new organization was created to promote cigarette smoking – the Council for Tobacco Research. In order to influence the public, they issued a 450 page ‘frank statement to cigarette smokers’, where it was written: “We accept an interest in people’s health as a basic responsibility, paramount to every other consideration in our business.”(Kinman & Vinten, 1995) Back then, printing advertisement was the only way to promote the product, thus tobacco companies used newspapers and posters. However, it was very successful: “Tobacco business made good progress over the past year, with a 13 per cent increase in operating profit.”(Kinman & Vinten, 1995) Of course, with the development of technology and technological progress, tobacco companies found more ways to reach public and advertise their product. Cigarettes are now embedded into every aspect of our lives with the help of mass communication. Thus, tobacco companies use newspapers, magazines, billboards, and TV commercials. Moreover, they have been publicizing it in movies, using the propaganda of smoking. One can notice famous actors, who are role models for thousands of kids, smoking in films. “Research in several countries has shown that children are adept at recalling, recognizing and identifying cigarette advertisements.”(Hastings & Aitken, 1995) However, the fact that children notice and understand cigarette advertisement does not necessarily make them start smoking. “Children who were more approving of “Old Joe” Camel cartoon advertisements were more likely to be either ambivalent about their smoking intentions or to express a definite intention to smoke.”(Hastings & Aitken, 1995) Thus, hidden advertisement in movies and cartoons can definitely affect kids and adults to change their attitude towards smoking.

However, cigarette advertising is regulated by the United States government, in order to minimize its impact on public. In 1996 the United States Food and Drug Administration (FDA) decided to assert the jurisdiction over tobacco products under Food, Drug, and Cosmetic Act.(American Heart Association) It was intended to provide regulations of tobacco advertising and promotional campaigns along with labeling and purchasing restrictions. Eight states and the District of Columbia put certain restrictions on cigarette advertisement and distribution. Moreover, 21 states and the District of Columbia prohibit the distribution of free samples of tobacco products to the public.(American Lung Association) However, the Federal Cigarette Labeling and Advertising Act limits states’ abilities to restrict cigarette advertising. Thus it was amended in 1971 and banned radio and television advertising for tobacco companies. Moreover, tobacco companies can legally deduct advertising and promotion cost from their taxes, which saves them about $1 billion every year.(American Lung Association) Current technological advancement allows tobacco companies to evade these restrictions. Like for example hidden advertisement in movies – famous people smoking certain brand of cigarettes, which targets potential customer to buy them. We can also notice colorful cigarette ads in popular magazines, even ones that promote sports and fitness. Internet is currently the most attended network with billions of people constantly searching for something, thus one can also find tobacco commercials online.

References

American Heart Association. (2009). Tobacco: Federal Regulation. Retrieved July 2, 2009, from http://www.americanheart.org/presenter.jhtml?identifier=11223/

American Lung Association. (2007). Tobacco Product Advertising and Promotion Fact Sheet. Retrieved July 2, 2009, from http://www.lungusa.org/site/c.dvLUK9O0E/b.44462/k.FFC5/Tobacco_Product_Advertising_and_Promotion_Fact_Sheet.htm/

Hastings, G. B., & Aitken, P. P. (1995). Tobacco advertising and children’s smoking: a review of the evidence. European Journal of Marketing, 29 (11).

Kinman, B. F., & Vinten, G. (1995). Tobacco: Policing and social policy. International Journal of Sociology and Social Policy, 15 (4/5), 59-112.