• We are sorry, but NCBI web applications do not support your browser and may not function properly. More information
Logo of tobcontTobacco ControlCurrent TOCInstructions for authors
Tob Control. Mar 2002; 11(Suppl 1): i73–i80.
PMCID: PMC1766062

The cigarette pack as image: new evidence from tobacco industry documents

Abstract

Methods: A search of tobacco company document sites using a list of specified search terms was undertaken during November 2000 to July 2001.

Results: Documents show that, especially in the context of tighter restrictions on conventional avenues for tobacco marketing, tobacco companies view cigarette packaging as an integral component of marketing strategy and a vehicle for (a) creating significant in-store presence at the point of purchase, and (b) communicating brand image. Market testing results indicate that such imagery is so strong as to influence smoker's taste ratings of the same cigarettes when packaged differently. Documents also reveal the careful balancing act that companies have employed in using pack design and colour to communicate the impression of lower tar or milder cigarettes, while preserving perceived taste and "satisfaction". Systematic and extensive research is carried out by tobacco companies to ensure that cigarette packaging appeals to selected target groups, including young adults and women.

Conclusions: Cigarette pack design is an important communication device for cigarette brands and acts as an advertising medium. Many smokers are misled by pack design into thinking that cigarettes may be "safer". There is a need to consider regulation of cigarette packaging.

Full Text

The Full Text of this article is available as a PDF (159K).

Selected References

These references are in PubMed. This may not be the complete list of references from this article.
  • Slade J. The pack as advertisement. Tob Control. 1997 Autumn;6(3):169–170. [PMC free article] [PubMed]
  • Cummings KM, Hyland A, Lewit E, Shopland D. Discrepancies in cigarette brand sales and adult market share: are new teen smokers filling the gap? Tob Control. 1997;6 (Suppl 2):S38–S43. [PMC free article] [PubMed]
  • Pollay RW. Targeting youth and concerned smokers: evidence from Canadian tobacco industry documents. Tob Control. 2000 Jun;9(2):136–147. [PMC free article] [PubMed]
  • Borland R. Tobacco health warnings and smoking-related cognitions and behaviours. Addiction. 1997 Nov;92(11):1427–1435. [PubMed]
  • Borland R, Hill D. The path to Australia's tobacco health warnings. Addiction. 1997 Sep;92(9):1151–1157. [PubMed]
  • Beede P, Lawson R. The effect of plain packages on the perception of cigarette health warnings. Public Health. 1992 Jul;106(4):315–322. [PubMed]
  • Mahood G. Warnings that tell the truth: breaking new ground in Canada. Tob Control. 1999 Winter;8(4):356–361. [PMC free article] [PubMed]
  • Pollay RW, Dewhirst T. The dark side of marketing seemingly "Light" cigarettes: successful images and failed fact. Tob Control. 2002 Mar;11 (Suppl 1):I18–I31. [PMC free article] [PubMed]
  • Hastings G, MacFadyen L. A day in the life of an advertising man: review of internal documents from the UK tobacco industry's principal advertising agencies. BMJ. 2000 Aug 5;321(7257):366–371. [PMC free article] [PubMed]
  • Saffer H, Chaloupka F. The effect of tobacco advertising bans on tobacco consumption. J Health Econ. 2000 Nov;19(6):1117–1137. [PubMed]
  • Chaloupka F, Slater S, Wakefield M. USA: price cuts and point of sale ads follow tax rise. Tob Control. 1999 Autumn;8(3):242–242. [PMC free article] [PubMed]
  • Slater S, Chaloupka FJ, Wakefield M. State variation in retail promotions and advertising for Marlboro cigarettes. Tob Control. 2001 Dec;10(4):337–339. [PMC free article] [PubMed]
  • Kozlowski LT, Yost B, Stine MM, Celebucki C. Massachusetts' advertising against light cigarettes appears to change beliefs and behavior. Am J Prev Med. 2000 May;18(4):339–342. [PubMed]
  • Kozlowski LT, Palmer R, Stine MM, Strasser AA, Yost BA. Persistent effects of a message counter-marketing light cigarettes: results of a randomized controlled trial. Addict Behav. 2001 May-Jun;26(3):447–452. [PubMed]

Articles from Tobacco Control are provided here courtesy of BMJ Group

Formats:

Related citations in PubMed

See reviews...See all...

Cited by other articles in PMC

See all...

Links

  • Cited in Books
    Cited in Books
    PubMed Central articles cited in books
  • MedGen
    MedGen
    Related information in MedGen
  • PubMed
    PubMed
    PubMed citations for these articles

Recent Activity

Your browsing activity is empty.

Activity recording is turned off.

Turn recording back on

See more...