This essay explores the mutually beneficial commercial collaborations between the tobacco companies and major motion picture studios from the late 1920s through the 1940s.
Smoking in movies is associated with adolescent and young adult smoking initiation. Public health efforts to eliminate smoking from films accessible to youth have been countered by defenders of the status quo, who associate tobacco imagery in “classic” movies with artistry and nostalgia.
Both the entertainment and tobacco industries recognised the high value of promotion of tobacco through entertainment media.
Each company hired aggressive product placement firms to represent its interests in Hollywood. These firms placed products and tobacco signage in positive situations that would encourage viewers to use tobacco and kept brands from being used in negative situations.
Efforts were also made to place favourable articles relating to product use by actors in national print media and to encourage professional photographers to take pictures of actors smoking specific brands. The cigar industry started developing connections with the entertainment industry beginning in the 1980s and paid product placements were made in both movies and on television. This effort did not always require money payments from the tobacco industry to the entertainment industry, suggesting that simply looking for cash payoffs may miss other important ties between the tobacco and entertainment industries.
So, therefore the tobacco industry understood the value of placing and encouraging tobacco use in films, and how to do it. While the industry claims to have ended this practice, smoking in motion pictures increased throughout the 1990s and remains a public health problem.
The tobacco i...
... middle of paper ...
...y has a long history of working to influence Hollywood. The power of film to promote the “social acceptability” and desirability of tobacco use, particularly among young people, is a continuing inducement for the tobacco industry to utilise this medium. The increase in tobacco use and the continuing appearance of specific brands in movies since 1990 may reflect continuing activities by the tobacco industry, despite the industry's voluntary restrictions on such practices. It may be that, as with provisions of the industry's voluntary advertising code that nominally restricts print marketing to children, the industry finds ways around its own rules.
Until something is done to reduce and eliminate pro-tobacco images on film, motion pictures will remain one of the most powerful forces in the world promoting tobacco and serving the tobacco industry's financial interests.
In the 1946 advertisement, Reynolds had the results of a survey that the company had conducted using three different research organizations. On the advertisement it stated, “Doctors in every branch of medicine-113,597 in all- were queried in a nationwide study of cigarette preference… The brand named most was Camel.” Although, as it turns out the surveys were actually fixed, it still gives the viewer a fact to h...
In 1929, America experienced a stock market crash that led the country into what is historically known as the Great Depression. Many industries across America experienced alterations in order to fit the social and economic changes that America was undergoing as a nation. Specific industries included Hollywood and the film industry. In the late 1920s and early 1930s, the movies that Americans enjoyed viewing were considered immoral at the time. This was f...
actresses to promote their brand of cigarettes on and off the screen. Smoking was highly
Tobacco companies have relied on the media to lure children. They quickly realized that ‘the company that dominates is that which most effectively targets young”(Imperial Tobacco document.) To counteract the idea of disease and other negative aspects of tobacco, the industry used imagery in the media such as natural settings and healthy actors doing active things. This helps them to insinuate that smoking leads to success, romance, sophistication and other advancements in their lifestyle, which was easily imprinted in the minds of children. A document found among Imperial tobacco files described their priority: “…having our imagery reach those non-reading young people who frequent malls should be our chief goal.”(1.170) Unaware of how important the under 18 market was to the industry, the government could only attempt to lengthen the distance between schools and billboards because they’re ineffective attempts were ignored by the large corporations. With many billboards concentrated in small areas it put the idea in children’s minds that smoking was socially acceptable and that t...
Borio, Gene, “Tobacco Timeline: The Twentieth Century 1900-1949—The Rise of the Cigarette.” Chapter 6. 1993-2003.
...creased monitoring of censorship throughout the 1920s and 1930s, Hollywood experienced a major shift in the way pictures were made. Going from depictions of a carefree lifestyle, characteristic of the California dream, to a more monitored approach to filmmaking, Hollywood make the necessary transition in order to abide by the mass request of censorship to the filmmaking process. In this, the California dream was lost, as Americans were brought back to reality, but the action offered a stepping stone to enter a new age where films were praised for decades to come. Today, censorship is still a major issue in Hollywood, and has moved not only to include movies, but all forms of mass media. This shows that the ideals of morality in media will continue to encompass a majority of issues in society, and is one that should continually be addressed in order to find harmony.
Chapman, S., Farrelly, M. (2011). Four arguments against the adult rating of movies with smoking scenes. Plos Medicine, 8 (8), 1-3.
While todays major tobacco producers deny that they market to the youth. However, we still see them subliminally targeting children through magazine advertisements, store posters, and Internet ads. In addition, they continue to use product placement strategies in mov...
Thank you for smoking is a satirical comedy about a lobbyist whose job is to promote tobacco use at a time when the disease burden secondary to smoking threatens to cripple the nation. The film presents how industries, media and the government interact to influence the consumers’ decision. While the use of rhetoric, such as fallacies and twisted truths, is evident throughout the film, it is most evident midway when the chief spokesman, Nick Naylor, assists his son with his assignment. The son, Joey Naylor, enquires why the American government is the best and in response, the father argues it is because of America’s ‘endless appeals system’ (Thank you for smoking). His response seamlessly captures the tone of the movie as much as it represents the extensive use of a combination of fallacious arguments and twisted truths.
Smoking is a lifestyle, a habit, and a trend. Smoking has become a social activity among teens, connecting them through the craving of a smoke. Smoking is seen as seductive and cool in the media and movies which influences teenagers to smoke even more. The World Health Organization has stated that “Tobacco kills around 6 million people each year. More than 5 million of those deaths are the result of direct tobacco use while more than 600,000 are the result of non-smokers being exposed to second-hand smoke.” As of April 2016, only 7% of teenagers in the U.S. smoke, but it is said that tobacco use will kill 8 million people annually by 2030. 99% of adult smokers start in their years as teenagers. Smoking is an epidemic that has taken control of people’s lives since 1881 and the media since the early 1900s. Smoking currently kills about 440,000 people a year in the U.S. I feel that it is an issue because it is the #1 most preventable way to die, but people still continue to smoke because of how it looks and how they are perceived as a person if they do. The fact that people become addicted to a trend that will attribute to their death for the sake of being thought of as cooler, is a problem that needs to be addressed.
The tobacco industry consists of many competitors trying to satisfy a specific customer need. Companies such as Philip Morris, RJ Reynolds, Brown and Williamson, and Lorillard hold almost the entire market share in the tobacco industry. While each company has different advertising and marketing techniques, they all target the same customer group. Tobacco companies try their best to generate interest in their particular brand or brands. Companies market a number of attributes that usually include, but are not limited to: taste, flavor, strength, size and image in order to distinguish themselves from competitors (Business Week 179, November 29, 1999). However, all tobacco companies are satisfying the same needs. Many long-time smokers are addicted to the nicotine in cigarettes. They smoke because the nicotine is needed to help them feel normal (Focus group). Many addicts go through withdraw without nicotine. All tobacco companies have nicotine in their cigarettes, which fulfills the need of long-time smokers. Other smokers depend on cigarettes in social settings. Many smoke to look sophisticated and mature. Tobacco companies make many kinds of cigarettes that target different groups. Social smokers may perceive certain brands as more sophisticated, and therefore they shy away from other lesser-known brands. For example, a person who smoked generic cigarettes at the bar may be perceived as uncultured. On the other hand, the smoker with the Marlboro Lights may be more socially accepted because they have a brand name product (Focus group). Many types of cigarettes cater to the many markets of smokers who want to portray a certain image in social settings. Tobacco companies do not create the need to smoke, but try to generate interest in their particular brand (Hays, New York Times, November 24, 1999). Overall, the tobacco companies satisfy consumer demand for the millions of adult Americans who choose to use tobacco by providing differentiated products to different target markets of smokers.
Each year 440,000 people die, in the United States alone, from the effects of cigarette smoking (American Cancer Society, 2004). As discussed by Scheraga & Calfee (1996) as early as the 1950’s the U.S. government has utilized several methods to curb the incidence of smoking, from fear advertising to published health warnings. Kao & Tremblay (1988) and Tremblay & Tremblay (1995) agreed that these early interventions by the U.S. government were instrumental in the diminution of the national demand for cigarettes in the United States. In more recent years, state governments have joined in the battle against smoking by introducing antismoking regulations.
One way that the tobacco industry can be more ethical is changing their advertising strategy. I believe that today’s advertising strategy is very misleading about cigarettes. Examples of this unethical advertising is in Argentina, here 20 percent of television advertising is spent on smoking commercials, as well as in countries in and around Africa there are billboards that depict a man in a business suit stepping out of a black Mercedes as a chauffeur holds the door. This displays that cigarettes make people classy and sophisticated, making cigarettes look not only harmless but stylish. Another good example of unethical depiction on cigarettes is in Nigeria; here they promote a cigarette for graduates, with a picture of a university and a student in a cap and gown. As if this wasn’t a misleading visual they add a slogan that says, "A very important cigarette for very important people." These ads and slogan are ...
Big brands like Marlboro spend 70% of their profits on advertisements in 3rd world countries to try and get the people who do not know the consequences of smoking.In total tobacco companies spend over ten billion dollars on advertisement world wide. (who.int) The advertisement that is going on is on the covers are are cartoon animals and images that show if you smoke you will be
Tobacco is made from dried up tobacco leaves prepared with chemicals to create products such as: chewing tobacco, dip, and loose tobacco to be smoked on cigarettes and pipes. There is a demand for tobacco and if companies were to stop making tobacco, then another company will sell it due to supply and demand. Even though people do choose to buy tobacco products on their own free will. Tobacco companies are partly to blame for smoking related illnesses and deaths since they knowingly create a product that is harmful, in addition, they try to appeal to a younger audience, and lastly, tobacco products are highly addictive.