Naturally leading: a content analysis of terms, themes and word associations in Natural American Spirit advertising, 2000-2020.

ABSTRACT:

Background

Natural American Spirit (NAS) is a cigarette brand distinguished by supposed 'natural', 'additive-free' characteristics, marketing of which is tied to misperceptions of reduced harm. In 2017, NAS's manufacturer agreed (with the Food and Drug Administration) to remove 'natural'/'additive-free' from US marketing. Prior research has explored NAS marketing immediately post-agreement. This study sought to identify prominent post-agreement terms and themes and analyse how they had been used in pre-agreement ads.

Methods

We conducted a content analysis of NAS ads from 2000 to 2020 (N=176), documenting prominent pre-agreement and post-agreement terms/themes and examining how they are used in NAS ads. We coded for descriptors, themes, imagery and promotions, and extended p

SUBMITTER: Gratale SK 

PROVIDER: S-EPMC9273802 | biostudies-literature | 2023 Sep

REPOSITORIES: biostudies-literature