Exorcising The Ghost Of Cigarette Advertising Past: Collusion, Regulation, And Fear Advertising  

Oleh:

Solow, John L.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 21 no. 2 (Aug. 2001), page 135-145.
Fulltext: 135.pdf (101.22KB)

Isi artikel

Cigarette advertising from 1952 through 1954 that made remarkable claims of protection for the smoker’s health were in part responsible for unprecedented declines in per capita cigarette consumption in 1953 and 1954. It has long been held that the Federal Trade Commission (FTC) brought this competitive episode to a sudden halt by circulating a draft set of Cigarette Advertising Guides and subsequently enforcing those guidelines. Using a combination of documentary evidence and an analysis of cigarette advertising content, the author shows here that it was collusion on the part of the tobacco industry and not the actions of the FTC that brought the fear advertising of the early 1950s to an abrupt end.

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