Dataset Information

Use of imagery and text that could convey reduced harm in American Spirit advertisements.

ABSTRACT:

Background

In 2015, the US Food and Drug Administration issued warning letters to three tobacco companies regarding use of the terms 'natural' and/or 'additive-free' to describe their products, as these terms inaccurately convey reduced harm. Yet, tobacco companies engage in a variety of alternate techniques to attempt to convey the same 'natural' (and thus reduced harm) message. It is critical to monitor these practices to inform regulatory action.

Objective

To describe the marketing techniques used in Natural American Spirit (American Spirit) ads that could convey a natural and less harmful product image.

Methods

Trained coders content analysed 142 American Spirit ads from 2012 to 2016.

Results

In addition to use of the terms 'natural' and 'additive-free', American Spirit ads engage in a variety of other linguistic and iconic techniques that could convey reduced harm, such as references to small, local or organic farming, eco-friendly practices, and plant, farming and other nature-related imagery.

Conclusions

American Spirit ads use a wide range of marketing techniques to convey a natural product image, which could subsequently communicate reduced harm.

SUBMITTER: Moran MB

PROVIDER: S-EPMC5342944 | biostudies-literature | 2017 Mar

REPOSITORIES: biostudies-literature

ACCESS DATA

Publications

Use of imagery and text that could convey reduced harm in American Spirit advertisements.

Moran Meghan Bridgid MB Pierce John P JP Weiger Caitlin C Cunningham Mary C MC Sargent James D JD

Tobacco control 20160908 e1

<h4>Background</h4>In 2015, the US Food and Drug Administration issued warning letters to three tobacco companies regarding use of the terms 'natural' and/or 'additive-free' to describe their products, as these terms inaccurately convey reduced harm. Yet, tobacco companies engage in a variety of alternate techniques to attempt to convey the same 'natural' (and thus reduced harm) message. It is critical to monitor these practices to inform regulatory action.<h4>Objective</h4>To describe the marke ...[more]

PMID: 27609781

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Dataset Information

Use of imagery and text that could convey reduced harm in American Spirit advertisements.

Background

Objective

Methods

Results

Conclusions

Publications

Use of imagery and text that could convey reduced harm in American Spirit advertisements.

Similar Datasets

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