A Means to an End: Slim Hopes and Cigarette Advertising  

Oleh:

Boyd, Thomas C. ; Boyd, Carol J. ; Greenlee, Timothy B.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Health Promotion Practice vol. 4 no. 3 (Jul. 2003), page 266-277.
Topik: tobacco; advertising; women; means-end chain
Fulltext: 266.pdf (173.14KB)

Isi artikel

Alarming increases in the number of women smokers have focused attention on the tobacco industry’s efforts to appeal to women who are likely to try and/or adopt tobacco products. The authors discuss the past 30 years of Virginia Slim advertisements and explore the link between consumers’ values such as beauty and independence and tobacco use. A brief history of tobacco advertising efforts to appeal to women is followed by an exploratory study of Phillip Morris’s advertising campaign for Virginia Slims. The authors use a means-end interpretation to explain the success of the advertisements and then discuss how a means-end framework can be used to create more effective antismoking messages.

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