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Anne Landman's Collection

Archetype Project Summary

Date: Jul 1991 (est.)
Length: 14 pages
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Abstract

This 1991 report is the "missing link" in understanding why Philip Morris felt so secure in making the 180-degree turn from coveting the youth market to declaring, through expensive and ubiquitous multi-media campaigns, that it wants to cigarettes away from kids. It also explains why the other tobacco companies felt comfortable in doing the same about-face.

This report was the result of a 1991 PM project PM called the Archetype Project. The Archetype Project was an effort to discover the emotional logic smokers attach to smoking, and to find ways to exploit that to promote smoking.

Fields

Company
Philip Morris
Named Person
Feinhandler, Sherwin J. Ph.D. (Behavioral/Social consultant to tobacco industry)
Assisted PM by describing the social benefits of smoking. Work was seminal in
Kroc, R.
Maisonneuve
Mausner
Muller
Nucci
Platt
Robb
Robbins
Sarbin
Stepney
Varenne
Vontroschke
Weir
Wetterer
Xxgreg
Named Organization
Mcdonalds
Litigation
Stmn/Produced
Type
REPT, REPORT, OTHER
Subject
youth
youth
youth access
youth initiation
Youth Smoking Prevention Programs (Industry-sponsored youth smoking prevention programs)
Designed to stave off further legislated marketing restrictions

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Page 11: lot49e00 Log in for more options!
A=endix B* On or around 1969 - 6 years old - Greg and I took a pack of Kools of my Dad's and went down to the barn - smoked everyone of them. 3 days later my dad seen the cigarette butts and we got a whipping. I was 8 years old when my baby-sitter started me and my sisters smoking. I was scared they would damage my health but people kept telling me they wouldn't hurt me if I didn't inhale. When I was 12 or 13 everyone said "you had to inhale or people would make fun of you." That's when I learned to inhale the smoke and I've been doing it ever since. If I could change anything it would be the day I gave into peer pressure and began to inhale the smoke and I've been doing it ever since. My first experience was smoking behind a sweet shop in Ohio. it wasn't cold but not warm. My best friend and I wanted to learn to smoke. A girl we admired showed us how to inhale--we thought she was so mature and wise we wanted to be just like her. We thought we had really grown up that day. It was a secret between my friend and I--a special bond for along time. At this time I was not a very popular girl--but I felt important when she took time to teach us that. I would only change my needy personality that made me want to smoke to make friends. I was 7--my 9 year old sister and 15 year old sister and myself were in my mother's and father's bedroom. My older sister shuts the door and lights a cigarette she has stolen from my mother. She pressures my other.sister and myself to take a puff so we can't tell on her. I felt a little guilt and a lot of adventure. I didn't like it but I wanted to do it again anyway. Now I wished I would have said "That's awful" and never touched another--but I would have had to have been someone else and I don't want to be someone else. My first experience was when I was 10 years'old. My girl friend's mother smoked. My girl friend stole a cigarette from her mother and we went to her garage in her back yard to smoke it. We went in the garage, and in there was an old green (225) car. We would take turns on pretending to drive and smoke our (her mothers) cigarettes. We never inhaled. We used to see how long we could get the ashes before they fell. * Participants were asked to describe their most powerful experience associated with smoking. If they wanted to change anything about the experience, they were asked to note that also.
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Appendix B (Continued) My first experience with smoking was with a group of my high school buddies. We had skipped classes, and went down to the river where we sat on the rocks. We shared stories about family, school, playing ball while we drank beer and smoked cigarettes. Both the beer and smoke were very difficult to swallow, yet I felt the pressure to participate. It could have tasted better. This was my powerful experience since it is the one I most vividly remember. Again, although the taste could have been better it was a great feeling of sharing this daredevil experience with my friends.
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AmAendix C* Two weeks ago - hung out late at my non-smoking office with my smoker boss. Everyone went home and she and I got a Pepsi can out of trash and smoked in the office. It was fun! I was verbally abused by a non-smoker, I hit him. Felt real good. On my new job, after working about 5 hours, all the employees went out to smoke since we work where smoking isn't allowed. This is when I actually got to meet co-workers. I was smoking a cigarette with a co-worker and we were chatting, gossiping, etc. It was very pleasant and congenial and I felt a sense of camaraderie. My mother and I stayed up late last night after my husband went to bed just so we could have a "peaceful" cigarette together without my husband bothering me about smoking. Recently, I attended a party where there were only a handful of smokers--we smoked in the corner by an open door. It seemed the most intelligent and interesting of the group were in the smoking area and pretty soon the non-smokers decided it was OK to smoke anywhere. The latest experience I have had with smoking is with all the anti-smoking campaigns going on now. It's a joke before all this started I was ready to quit. But now? Not a chance. While having a cigarette at work 2 months ago someone said that-I shouldn't do that there-acting like her rights have been invaded (also it was a designated smoking area) and I told her to #$*#!!! I bought a house a few weeks ago and after we closed I smoked a cigarette and felt good when it was all over and the house was mine. . * Participants were asked to describe a recent experience with smoking.
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0 . V Feinhandler, S. J. 1986. The Social Role of Smoking. In R. D. Tollison (ed.), Smoking and Society. Lexington: D.C. Heath and Company. Feinhandler, S. J. 1981. Social Function As A Component Of Market Value. Presented At Analysis Of Consumer Policy. Wharton Applied Research Center, University of Pennsylvania. Maisonneuve, J. 1988. Rituals. Paris: Presses Univesitaires de France. Mausner, B. 1973. An Ecological View of Cigarette Smoking. Journal of Abnormal Psychology 81, 115-126. Mausner, B. and Platt, E. S. 1971 Smokincr: A Behavioral Analysis. New York: Pergamon Press. Robb, J. H. 1986. Smoking As an Anticipatory Rite of Passage: Some Sociological Hypotheses on Health - Related Behavior. Social Science and Medicine 23, 621-627. Robbins, A. 1986. Unlimited Power, New York: Fawcett Columbine. Sarbin, T. R. and Nucci, L. P. 1973. Self-Reconstitution Processes: A Proposal For Reorganizing The Conduct Of Confirmed Smokers. Journal Of Abnormal Psychology 81, 182-195. Stepnqy_,_R. 1980. Smoking Behaviour: A Psychology of the Cigarette Habit. British Journal of Diseases of the Chest 74, ____325.Tr344. Varenne, H. 1986. Symbolizing America. Omaha: University of Nebraska Press. i~ O Wetterer, A. and von Troschke, J. 1986. Smoker Motivation. ~ New York: Springer-Verlag. ~ ~ Oo

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