| The Tobacco Reference Guide |
| by David Moyer, MD. |
| Chapter 28 Advertising |
| tobacco reference guideg (artefact pour |
| Advertising: General |
| globalink (artefact pour saut de ligne) |
| In one 19-block stretch of a poor black area in Philadelphia, there were 73 billboards |
| counted, all but seven of which advertised tobacco or alcohol. |
| American Medical News, November 15, 1993, p. 18 |
| tobacco reference guideg (artefact pour saut |
| Cigarette advertisements capitalize on the disparity between an ideal and actual |
| self-image, and imply that smoking may close the gap. |
| 1994 Surgeon General report, p. 195 |
| tobacco reference guideg (artefact pour saut |
| "...pervasive tobacco promotion has two major effects. It creates the perception that |
| more people smoke than actually do, and it provides a conduit between actual |
| self-image and ideal self-image - in other words, smoking is made to look cool." |
| 1994 Surgeon General report, p. iii |
| tobacco reference guideg (artefact pour saut |
| The annual budget for the federal Office on Smoking and Health was increased to $10 |
| million in 1993, but this is less than what the tobacco industry spends in a single day |
| for advertising and promotion. |
| SCARC, January 29, 1993 |
| tobacco reference guideg (artefact pour saut |
| The tobacco industry's voluntary cigarette advertising code reads: "Cigarette |
| advertising shall not show any smoker participating in, or obviously just having |
| participated in, a physical activity requiring stamina or athletic conditioning beyond |
| that of normal recreation." The code also specifies that firms agree not to use models |
| under 25 and not to associate smoking with health, sophistication, or celebrities and |
| athletes. |
| SCARC, January 29, 1993 and American Medical News, August 15, 1992 |
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| Page 25 of 66 |
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