J Scheffels1. 1. Norwegian Institute for Alcohol and Drug Research, PO Box 565, Sentrum, 0105 Oslo, Norway. js@sirus.no
Abstract
OBJECTIVE: To explore young adult smokers' construction of meaning and identity in accounts of cigarette brands and cigarette package design, and the processes by which positive associations with a brand may be reinforced and sustained. METHODS: Qualitative in-depth interviews with 21 smokers aged 18-23 in Norway, where advertising for tobacco has been banned since 1975. RESULTS: Cigarette brand and cigarette package design appear as an integrated part of young smokers' constructions of smoker identities, enabling the communication of personal characteristics, social identity and positions in hierarchies of status. CONCLUSION: Through branding and package design tobacco companies appear to be able to promote their products in a country where advertising is banned, by means of similar principles that make advertising effective: by creating preferences, differentiation and identification.
OBJECTIVE: To explore young adult smokers' construction of meaning and identity in accounts of cigarette brands and cigarette package design, and the processes by which positive associations with a brand may be reinforced and sustained. METHODS: Qualitative in-depth interviews with 21 smokers aged 18-23 in Norway, where advertising for tobacco has been banned since 1975. RESULTS: Cigarette brand and cigarette package design appear as an integrated part of young smokers' constructions of smoker identities, enabling the communication of personal characteristics, social identity and positions in hierarchies of status. CONCLUSION: Through branding and package design tobacco companies appear to be able to promote their products in a country where advertising is banned, by means of similar principles that make advertising effective: by creating preferences, differentiation and identification.
Authors: Richard J O'Connor; K Michael Cummings; Vaughan W Rees; Gregory N Connolly; Kaila J Norton; David Sweanor; Mark Parascandola; Dorothy K Hatsukami; Peter G Shields Journal: Cancer Epidemiol Biomarkers Prev Date: 2009-12 Impact factor: 4.254
Authors: Seema Mutti; David Hammond; Jessica L Reid; Christine M White; James F Thrasher Journal: Health Promot Int Date: 2017-08-01 Impact factor: 2.483
Authors: Ann McNeill; Shannon Gravely; Sara C Hitchman; Linda Bauld; David Hammond; Jamie Hartmann-Boyce Journal: Cochrane Database Syst Rev Date: 2017-04-27
Authors: Ildiko Tombor; Lion Shahab; Aleksandra Herbec; Joanne Neale; Susan Michie; Robert West Journal: Health Psychol Date: 2015-01-26 Impact factor: 4.267