Learning Objectives: discuss the role of advertisement in increasing tobacco use among women and minority populations
Abstract: While tobacco advertising may be legal, it is medically and morally wrong to promote a product that causes addiction, diseases and death. From the public heath perspective, the major concern is not just the legality of tobacco advertising but the health outcome for the users and those around the smokers. Clearly, women, youth and minority populations have been targeted with advertising and promotional campaigns aimed at increasing the cigarette consumption.. Cigarette advertising typically portrays young, attractive and healthy people using tobacco in beautiful and pleasant settings. Such a message can be interpreted as compatibility between smoking, good life and health. This is misleading and contrary to the scientific data documenting that smoking is hazardous to health. The use of young attractive models conveys the wrong message to those who are being actively recruited to replace the loss of 400, 000 smokers who die each year.
Critical analysis of advertisement can serve as effective means to educate university students. In a popular 400 level course in Drugs and Health, students are required to complete a team project in critical analysis of advertisement. It includes analysis of target population, techniques used to motivate purchase, setting and the product display, quality of information and warning display. This poster session will present most frequently selected tobacco advertisements and presents focal points in their analysis. It motivate the audience for a skills building approach in learning about the intentions of tobacco industry, their interest in financial gain without much regard for the public health.
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