In spite of all such anti-smoking measures, tobacco companies still managed to come up with novel ways of circumventing the law and rules and use advertisements to promote sales.The motto of the tobacco industry has always been to ‘catch them young’, but at the same time deny such intentions vehemently. Adolescents and youths are targeted by tobacco advertisements in order to initiate them into the habit of smoking. This fact is borne out by studies1 which have examined tobacco advertisement spendings in youth magazines as compared to such spendings in adult magazines, and have tried to gauge the extent of exposure of youths to tobacco advertisements in popular magazines with high youth readership. In their study, Krugman et al (2006) examined 28 youth magazines and 25 adult magazines over a period of 10 years from 1993 to 2002 to determine and compare the extent of tobacco advertising in the sample magazines for three major cigarette brands: Marlboro, Newport and Camel. The study also attempted to measure the extent of exposure to youths in the age range of 12 to 17 years in terms of reach and frequency in the case of youth, adult-based or other magazines. The study also attempted to compare the difference in exposure before and after the implementation of MSA in the US.The study found that the total expenditure on cigarette advertisements was considerably higher in youth-classified magazines. In fact 62% of both total expenditure and pages of cigarette advertisements figured in youth classified titles (Krugman et al, 2006, pp. The immediate effect of the. The Promotion of Unhealthy Habits through Smoking.
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