Tobacco Documents Online

°r ' TC 507 Presentation made to tile "IIealth Educatio;1 and the. Media" Conference in Edinburgh, 24-27th March, J98| Cigarette A dvert~ing aTtd ltealth Edueatitm: Use a~d A bu~e of Med(a A. E. Fynn , ~aatd*i & ,$aalchl, Cat|and Coral,Inn, IlK ~[s F.~pe.r reviews |k-~w thc tobacco ,~mufact.urcrs a,|vrr~|se, an,.1 cigarette odvertis[~ n~ ]ncr~se £hn c]mnccs o~ health ~hlcntlt,n. ~es~ c~ri~ ~nning ciga~tte 0dvvrl isis, st re~wIl:hcnll~q l,,'allli h~el: o[ t~ llcalth [dllcatl~ Cokmc[[ and lho Srotl ir.h llenl,h /~vertlsing works best when the pri~e of tl~- prt~.]uct Is lh~ns~nntJal. ~vcrtlslng cannoi: soll co~;~u~r rJurnblos, n car a~re o6 t~ pr~uct and create an enthus.iasl.lc pl'~lin~}~itJOll for it. But It can,t sell It. ~e sale can only ~ ~ad,. I~ a sn[e~nn, ~cket o~ clgarettas Is not. ~2~thln tar gr~Ips, clqnr~l'{q~ are similar: arA, ertlsl~ alone ~kcs thon t]iffarcnt. AdvertisJ~

~ole c~n~fort was to light up a Strand. "loved hlm - ~v~C~ hi~ ~lds is tl~ fundamental issue - ~t~r cig~rot~e ~dvertising s,~kors. '~%) to~cco £ndt~t~ say not ~y say el@retie isi~l is brand advortisi~l only. Peri~. ~ this, t~y ~an t~t ciq~r~tt~ advor~islr~ andeavou~s onl.y ~o ~rsunde ~,okors to cl~e ~ssy. It df~s not aM i~e~ C~t. t~y say, have any ~iis IS in ~rt t~e. Ve~ ~y cigaret£e advertls~i~nts feat~e ~hck ns t~ ny3Jor ~ent of th~ advertls~Pnt, tlm ~ro. wl~3tever ~y the ~%ck is sup~rt~, by a ~rat£ve ~ckground, l~,~ew,r, tl~re Is cigarette adve~Is]~ w~s~ t~e ~ c~tent directs itself o~iously to an a~]ionce l~ no ~ans exchlsiveJy ~=lx~¢~] of ~kors a~ which s~aks to t~3t atidlenco in a voice wolatile and ~presslonable you~: Mj~ri~ro: "flint d~it~ ~y" a~r~i~ to its appears. "a vorf{al S)IIiDI Of ~sculinlty" accordtrw to its pr~ ~3rent, philip ~brris. "i1~ volunt~ ~le o6 practice a~nlster~ }~ the Unit~ Ki~l~n ~pt i~er ~z~aln cJr~qtances, ~t, thoigh brand. Wu~ston: int~ratlng ~t~c ~ck ~r~yal ~th.~Iversat l~g~s s~=~lic of ~Ic~n pre-~n~ce, ~s e~llfi~ by the Mg Apple in all its ~tow. ~ as alt y~th ~, t~ ~.S.A. Is t~ ~ o~ all thins '~l'. at, snake ~i~s brand: it will say as ~i~cll nLx~t ap~al of fashion. creat~ wJlh their audience is a st.bf~]us to }ba~o[ght adv~rtisi~ d~s not list sol] P~hlets. "In£ori%%i:Ive'. ar]vorLJsj~ o~ the ,njority o£ cJgnretl'e that s~ effort ~ ,~de, wlt~n I.h~ arlv~rrislnq Itso]~, to to advoi'tisrm~ntn and ~icks cariyi~ n ~ch nla'o P£~n[~nnt 0gd the ~tt~n o~ the end fr~ o~ a cin(~n con~ccJal nnl not the he ~ts c~ad, a~oc~ ~ ocL~ ~ press ~dlu., ~l~ke tolevls]on, Js not an q~ reader c?~ses winter or not to read press advect[Sm~litS. he c~s Lo read a cigarette advortisor~nt, c~se to read t~ ~alth ~ng, w~n the advertls~t • so ~ns~ct~ as to pla~ t]~t ~j~ in t~

132 lhl.~ e[Fc~1, is even more pronoun¢(xl on rx~Lers. A [~Le~ Olst tI~ a nnre le~thy PrOl~Si~ton £rmt telovlsl~ or cln~t~. Jtml, Ign't ~'Im n~ces~at~ th~ sl~nt on Imklng al: D~erg ~o almorb ~e~ect is ~,~,~1~ t~ it onl.y ~n a {]net'incJ nplmrtmfll'y to and Is dlz~tty tmntx~ to the prec~in~ 95% oe thd c~nmrcial. (eX~'pk fo~ hand-ro].l~ng tandem, e.g. ~ree Ca~tles, C~Id virglnla whh:h is cxg~'} t~etl~r ~[~h "I{.M. C~venmenk llealth ~nml~zClgarc, Lles can serJol~sly dnunge your healeh". 31~is wm'ni~ ntmt ~ slre~l'~nd In line ~l.th the ~et'ntenl '~ a mnvIc~J,~s. ]ul~ c.~tlc:'r, bronchi~Js and h~rt disease"). J~st an J.,l~rtant tl~ ~:maqes ~o ther~ in no danger o~ II~. ~coni~l l~rknrou~ s~ndly, by ensur[~ Lhot ~ ~rn~ encw~nvl~s ~ I:~ b~and ~ printJ~ It m the race of tl~ D~ck (which will ~nke it visible in a~ertJscs~rnt-s), on tl~ top h~}r or a m~te~ or pro~s advcrtisc~nt (not the ~tl.~, 1,0~) a~ Im kept on scr~n cont.[nu~mly for the entire ]owlth o~ a commercial (c.[. ~ub-t~t]cs in forei~1 la~la0e fi]m:). ('~I~ pt'n~ mew ~l'ni~s do not in~Id~In['e thln a~nt an Lhey ,1o t~t qo ~ar enoch.) ~, n~or01~l to l:he t~cco indunt~, advertisi~ s~ks to ~re Cortex} to cnr~ a ~rnln~ which in ter~e, m'~nral)le, Ja~juaZe l~ntlld t'lmt 's~mkers die s~er'. ~rtlmr, the preEix "II.I.I. ~jverlw~2nt " sl~u~4 ~ r~Dv~ and wi~h i£ would qo atll:~r i laP l an e¢l~ ~ ~i~ llrotl~r whid~ ~re ten cosy Jar ~o di~<tat~ tho~t~lve~ fro.. I~ a pre[ix is ne~l "d~tors or "11"e O~Le[ /&~Ica] OFficer states" might l~ove ~re JJg~ct ~u~ ,rare resider. It In likely that tlnre w~ld ]m ~clenprend a~ r]copneat~1 SII:I~ frf]. t:he l:~cm l~uslry to tlnse pro~nl$. I~ a prmtnent aqgresnJvo l~a]l:h %-m~l~ ~s [~atur~], Jt w~Hd IX'm.~nent]y destroy tern, vJ:lbl every d:ty. '111,t mind is InflnLlely qap~ble of absorbing W.nsn~lr'n altl~h tl~lr ~l'.ent aw3/or cnvJ ro~innt ,fight rel~ate tll'la to blck~rou~ status. ~l~ro is an advertJs[~ tactic ca]l~ 'sh~re o~ mln~]' - £I~ ~rce~taqe o~ ca~o~ ,~ncy ac~unt~] for ~ ~l-~C[fJc brand. It ~rkn on t]~ principle tl~t t~ greater 13.3 share oE advertlslng the. greater the c1~n¢~.~ of awa)'Pneq~ l~.Ina t-rnnsl ml:~ late TO 1"~ n~1 cnpf:tl):O lhis t~l~ire o[ ml~, l.hu tolvu-co s~'~] literally million na a~vccttsi~: over l l~ Inz:l. dr¢.ade mini.~n or £25 million ~,r a,m~. ~hI~ r~e t'o ~45 .d l lioa In 1979 and g65 ~dlllon In 19f10. an increase of 44~ over II~ ~r,~vh,m year, ost]n~l:~ to ~unt to an additi~] $,20 ~]]Jon). Cori~e l.hls with aati-~kJ.l~ advcrtisJ~, q~ }~alkh l%hzcal:inn C~mPJ [ I~n Purer s~nt ~mre £1~n £460.00~ on ant~-mmki~ Jn nny one year: in n~st years siam J97~ the ,~xlh~ h~ek k~s ~en I~luw ,25~,~0~. (A~tt~ly the Starfish Ileal lh Fduc~ti~ Gr~p s~ndn pre[Drt{onally nDre, armnd ~00,000 ~r ann~ in 1979 ~nd 19~0~ ~ nnlJo.ml ~iv- a]ent o~ nearJy £t ~llI~). In the C~ve~m~.nt [lsmt year of (April 1 1980-~rch 31 1981) the Health F;lucnl-i~ council n~xl Starfish I~alth ~ducat~nn Group ar~ scl~ul~ to .~lm~t ]ess thnn or ctqarehke advertisl~ cxl.m~ll:ure in tl~ c~le~lar ye;w of Iq80. fn 1979 thez'o were 6~ tl~mnt.xl /a£alltie~ ns a h2mll k of ~cctdents. ~n C~Vc~nt csl:i~tcs tlk~t tl~re nrn over deatl~ a~unl].y fran clgorette-reJ~t~ dlsensns. To ~,rglln,]o ~ople to wP~ scat l~]ts ~er £I million ~s s~llt in ]978 a~] ~n lq7q, and £o ~cmm(]o ~oplo not to drink e~ ~ive over ~.'} ml 1]~on h,~s I~n sl~nt nnnu;~lly ~n 1978 a~l J979 a~ f].S mLllion [n[oSO: Ihtrn I tl~ ~Dunt s~nt on Now ~.Core you are able to Ix~rsuade [~op]e to h,~y your pr~Juct, have to ~ avmre of it. '11~ a~re~ss is a [unction o[ Unless y~ s~ a minJ~,, bf ~250,000 y~r nnt ion~l a<lver I is ca~sJgn ~n't got o[~/~st ~se. (~e are two circumstances: ~'1~ aavertJn~nt is ln~eren.Iy (h'a~tlc/I.npJcal and tl~ ru~]s arc s~nt ovc~ ~ ve~ s~rl. ~c1¢~ - day~ rall~r fhnn w~ks - w~n there is a naL'ural ~s on yo~r ~ctivfty. a envlro~nh against which yo~ ~ssage wJ]l 1~ vlew, x]. e.g. advice to ~ h~t~a du~inq a sln~t, sh~. cold snap.) I~vi~ creat~ ak~t'eness, the adve~isi~ c~,~J~ mu:~t cen~nlralo its resources to ~oMna~e ~n4~tltion and re~at it~ .~'$:~aq~ ovPr and ~er again so t~ st:~flus to a~l~ ~s constankly apparent. (~ these o~ ~ucce~* in thls c~atition are on a ~r ~th ~l~$e o~ ¢~n t~ ~uE~ wi~i~ the ~o~ .~p. ~ one level, cJqarette a~ver~s~nts ~e pnrl; o[ P~ nalAlra] of t~ Unlt~ Kl~d~ citizen. 91~ sh~r weight o£ eA~m,'o ~'~ko

134 ~m~prosent, (.~ anoLher ]evel, IncHvldual cignrPLte br,mxt~ l~ve KJ~ Size. to pr¢~te 3p Of~ its s~cial DeeP.tidal ~ck. E4(JO,~O0 ~I~ 4 w~ks a~o~ (~f~r~ov(~r 19~0} : }a~mcl~ o£ John PJaycc KI~ S~ze in Febnia~ ]900 ~ £5 rail]ion in 10 ~nt~, £~,0~0 of wldch ,~th of tlovm~ a]~ne to prmote a s[~lal p~ce offe~ dE 6~p. ~his ~s a represe~tatlve pLcture oE t.~ Unit~ Ki~d~ cigarette extras'Ion of exlst~ f~nchises and the ]a~ch ~] [he~e ex.~Ies ~re ~Ie ta~ I>~. ~%is leads us on to ex.~,b~e ~ot}~)r of 11~ to~c~ i~$~g[~'s justlf~cBti~s m~o~'~is~, that wi~t It ['here ~u]d not ~ t]~ ~nt~nui~ and ~evelop~ trend to ]~ t&r which ~th ~Ides a~e t]~ 'sa{er a~kes', no~ithsta~hg t]~ a~ence o{ ix~lis~ ~t~ o~ ~n~a[ttant carla ~noxi~o levels. Like. all g~ {BIlac~es t~re ~s a q~ain o{ dcw,s hP]p direct m~kers to ]~ t~ bra~s. ~it to admit this not Imply t]~t th~s latK~able obJ~tlve is a p~iority a~] is ~i~ ca~r~ out with a ~nscienti~s attenti~ to p~esenti~ t~ ~ne{its to ~ gnin~ f~o~ tv~s~rri~ to isi~ ~or I~ tav b~a~s in t~ ~in ~ely t~des on )~e tho~ 1~ tar is sB~er a~ t~ desire of ~ke~s to ~n~se of ~[ddle tar taste, with I~ t~ e~g~ettes. To put ~n ~rs~ive ~ ~ t~ to~c~ I~ ~r cigarettes, while Silk ~*t has in an ~]ucat[~al stance ~d s~s a~t £3 ,illion t~s is still ~ess t~n ]~]f of its l~lle t~ stable ~te, ~on & [~es S~lal al'6ohete s~i¢~g cnn ~ n~ for Jo]~ PIay~ V~ ~] Jo~ Player Ri~ Size. C~rta[nly the gr~h of i~ t~ h~s In t~ ~n ~ ~ a~ertlsl~- I~ phen~n but t~ ust~l res~e is ~dva~Isi~ t~t is caI~[at~ to assm~ge ~kcrs' ~ for lack o6 flav~ rat]~ t~ alleviate t~r ]~alth worries. Xf t]~ to~c~ ~ were really ~tt~ to ~ develo~ ~nt of t~ ~tentlal of ]~4 tar, then t~y ~d not o~e ~bli~tion of ~r[~n ~no~de levels. (It ~s t~ ~blicati~ of t~ first ~ ~ ni~t~ne tables which s~ Silk ~t at t~ top of t~ llst ~ich gave It i~ ~nitlal ~tus. S~ ~a~ e~t~e on sidle ~ ~ll-r~son~ a~e~Is~n~ ~I~ Silk ~t ~ t~ ~t I~ t~ b~.) ~is c~n WL/ll an even I~¢~ tac yield: in tl~ Unlt~ Ridden tI~ l~'al~t tar yield ale 9 u~=e; of tar: In t~ U¢,IL¢~I Sl.ntos tl~ re~=] gr~h sectors are rinse which et~,[*~;n 0-5 .~q and 5-10 n~. a eJ~;er oxami~at~on is ~vr,~nk~1 of ti~ ~tent o~ tl~ a¢lvortlr~ ~a advertJs~J o£ cLgarettes al~ t.o~ Is SUplXX~((l]y strictly re~lat~ by the Ox]e o~ ~vertlsz~l Pr~cti~, ~n %}%e pro~Ib]~ which Jt ~s enshrin,~ £l~t "All advectls~ents s~l]d ~ de.at. ]~nest n~ t~ul:hfuP' a~ at the v¢.[y ]Past, all n~n~ with ~*Ic~ cigarette Bdve~IsII~ h~s tO ~,ply. It sp~i[ical]y forbids odvc~lsl~ that en~urages I~p]e to ~*kiI~J or I:o ~ke irate, tI~at gi~murls~s ~ki~l, that kinds of ~alth claim, tI~t depicts athIetic, s~rts or aheady seen, t~ro is a flagrant di~;rc<jard of this ]~st ~Id ~r~ ~gt im~rtant r~lUi~a~nt, via t]~ youth orlcn£nt~ ca~imigns ~nrl~[o, Wblston a~ L~sterfiel.d in ~lrticular. ~se bcoac~s o6 t~ ~lo s~nate fr~. {~e ~stc con~llty nature o~ t]~'c~garette ,~rket. Differen~s ~tween c~garettes are there/ore the f~lings generat~ ~ the p3ck a~3 ~ho 4dvnrtJsJrg i%~,~ l~a.ou~It wl~n ~pln are d~i(li~g which brand to t]~y bum is ]~knge rater t)~n p~uct ~rEo~w~ce. qhis pc~id~ a(lvc~tlsi~g h~s t~ fr~d~ to orente b~ ,nintaln desir~ ~ ~gitlve ass~latio~ a~ ap~als. ~ C~o expressly £orbl&~ s~ ~ple enjoyi~ tl~ act ~k[~ or offering cigarettes to other ~ple or ~ne~Jtk~ ~nt at all. qllis w~ld s~ to esc~ all visuals oXc~ph featurl~ tI~ ;~ck, the na~ a~ a descriptive copy lille. ~t as we ~ve seen. s~ bra~ adve~isl~ has driven a ~ch a~ thresh t~ C~e; Mar]~ro ~rs~ifles ~s~lln{tyI I~ ~ve gone but ~ ~Veste~ ~ge~ r~ins; ~lcs['erfie]d itself not only as c~t~mra~ a[~l y~lthfiIl ~t e~cItI~. t~ br~ GI~Dt~i~ mm~ng and ~esent a s~eeiflc ap~al to t~ ~ss ~e~ In t~Ir distend of t~ C~e ~t n~e~l~less, are br~ llke Jo~ P~ay~ ~ ~t & which s~ suc~ssful ~pIe rel~l~ in t~ir I

116 Jnl.,~lral l%~rl: o£ ~l'~.lr pleasure, ~ndcc~] one ~nn nup[~e fr~ ~1~ John Player ~n a~1 Wo~n - a ~l~IcJ.an, nn architect, t~ cjqnrotl~ ~k~ ~layn an im~t ~oI~ In tl~ attaL~nt oE flair aspJ rational ~tntu~. ~c11 l}~e a@ve~J~e~s w]~ exchlde ~[)1~ can ]~aLe, through t~llhi ] 1, Say un~nhlbit~ ]uxu~; Wlnston, conto~l~roty ~tive and en]~nc~ ~ts ~s~t~on as t~ ovcr~ll br~ leaded (15~ s~re ~n the £4,000 m}]]i~1 market) thr~h its sucreal.ist ~ck can~l~. Havi~ h~i]t tl~ brand up since t]~ SiXties w}~n it ~s a m[~r ne~ssa~ Jn order to keep the brn~ ~ tl~ fo~'efront o~ c~s~rs' mJ~Js, rt ~s decld~] £o ~nt a ~Jor re-launch of the (a co~Irog~us decision). Acc~rdJ=~;l]y, advertls~nts were ~s~ In~Ivr1,~nt thrm~h th~ J~a~s~tlon O~ unt~nunJ, c1~*~nts, ~Jnt ~unter~[nt, t]~ r~l 0~1 surreal, tl~ p~ck u~ to ~ke a visual wl~,n a cl~rd l~as l~,cn ~t~ck wj %h the p~ib]ic l~qlntcnanco o[ t}~ l:~m is a fiance to l~g-t.cm V~ta[ity. ~nson ~ lgx~jes l~ilt ~[ness as each succ~.{~ c~i~. which In ths~eJves were ~ ~ ~ans n(~],~gil)l.e. ~d there ~s a lot ~[ ]Jre left In ~t yet. q%~s ca.~i~ t~nforh~natc]y gives test~y to tl~ a~ertisl~ pr~ct~tiol~r's sklll %o g[~e expressi~ to ~]erlyi~ ~avot~rnble ~nm~r dis~itlon. 11~ero sem~ to ~ s~ Justl~Icotlo, for t~ tolmcco lh~st~'S ~t[~r than the brains ~ our side a~ as lo~ a~ cigarette advec- tisi~ is ~t£~ there wl[] a~ys ~ the op~rt~m~ty to ~ild ~p deslrnb[[lty t]~h t~ ass~atl~ o~ status. A ~y w~]l ~ ~o~d to ~n~u~e ar~md the restrictions or t]~ C~e so that It i.s not only tl~%t tba tobacco i,dtLstry cannot be. trusted to cc.nkrol the cO, tent of. Its advortJsen~.nts. It 8Jso can't control Where t|~z adve.rtls~nc.nt~ are seen., li~|eed, to sure. eJ~tent. It is t.i~;l~ Is hrm~d advcrtif:{~ Only, tl~n why Is it lllat ,~xlia with Is ~l~nt nnnu~lly on ~dvertls~ ciga[ettes ~n th~s 24. Literally m£1Ji~s of ~unds arc s~nt year In,year out adve~isi~ cigarettes Jn t~se ~r 2], W~n's WorI~ l~ve a mini~i~ of 40~ nE their ~.-adci's In ~5-24 age group. ~ ~o~ o~ ~sc .ng~z~nes Imvc huge Cor~llkan I~ r~d l~ 20~ o~ ~II girls In the Unit~l ~tw~n t~ age o£ 15 a~ 24, ~t only d~s the I:olxqc~ indust,~ to n~a[ directly to t]~ ~qrtt~llar n~s n£ the readers. renult of all this activity is t~t snnki~ ~tte~s for ,~n and ~,~n are [~ .~re un[£om ~ w~nn s~kers ar~ {r~ brcost cgncer which, In t~ U.~.A-, klJ Is ,~t'e ~n otl~ t~ o~ disuse. 16 s~s you~ ~te~ or t~ks at a £~Iy ,~gaz~ne }ike 1V Tin~s or reads a nati~l n~r ? ~troll~. Unfort~ately, ~en t~ r~l~t~ons which centre[ mlvcrtls]nq are ~Inpio~Is ~ t~ir al,scnco wl~n tl~ riehl a~ s~]d not imply ~k~ ~s ass~at~ with success ~n S~nsors~p o~ so ~ny ~Jor S~rti~ events ~ t~ toh~ ~les ~s ~re~ly ~ntr~ to this ~[~. ~e rc~g o~ s~nsorship are less ta~ib]e tlk~n advert[s[~ ~ ~fi~It to ~luate. ~t c~ice o£ t~ r~ght ~ent careful ~rc~sl~ or it c~ ~y high dlvidon~. Da~'er

138 of Co~nhi }I before tl~ir spon.sorship o~ test o~ick~t? Not even ~,~g~ l~dld~ l~nk~ to t~ ex~sure l~slb[litles of te]evJs~ evc.nts, ~ro t~ ~in roasts why ~,p'm]es ~nvolve tl~elves sF~s~*~':~hlp, lM~t [~ (~s~uen~ of Jo]m Player and [~ns~% & II~ involwm,nt w~th cricket q~s ~ch ~urt~r. S~sorsh~p llv~, not ex~ly to 1dnntiEy w~th, hlt to play an Jntolra[ role In t~ a ~Jo~ national .intnrnst whlch ls a ~t o£ t~ Eabrle o£ l.~llsh ~n]kloro, atolg with tl~ C~m, ti~ l~'by, t]~ daJ].y n~p~ Yorkshire ~d. H~c~£jeally, s~orship gives the ~*H~nles sales enl rle~ to ~rtlci~l h~g chd~ a~ s~n~)]Ing opec- tun[ties I.o big c~'~]n. ~re ~s e~ten~ive nat.lanai tele,dsi~ ~[y n~sential £i~t.~c~ ~ t~ crickeL calendar, ~t are ~ event~ in their ~m ~ight. Refer to t]x~ ~ns~ & l~es or dol~ Playe~ ~ all cricket ~ans will ~ wh~t you n~. ~. o£ ti~ v~a~da~ of crl~et. ~ y~ fan d~s not di~s~iate his ~z'~s ~r~ t~ events t~y play ~n. H~tness this ~rmer which /[llc~] the televisi~ scEe~s at tl~s year's ~Inal the ~:nson & l~es ~p at I~d~s. '~sex ~d the ~s~ & are Just pt~e C~]~'. Or are the ~ec~ and ~sters a~ isi~ g~micks only se~ ~ c~tt~ s~kers ? ~o ~Ies wi]l su£f~ to ~trate t~ ha~-n~g~ ~Iness a~n or, If y~ prefer, t~ ~ci~, of t~ t~c~ ~nles' activities [n ~hJs field: 1. Philip ~rr(s fonl~ a new Q~anisation, CI~ ~k%rItnro, to give dlscot~nL~ on s~s events. It n]so ~%~ot~at~ a d~i with t}~ Nat~ Uni~ o6 St~dents to prsi~te ~esterf~e]d on tl~Jr praises Jn ret%i~ for ~]p to ~ivers~ty film chubs. ~th t~se ~ents ~d 18-21 year olds as their prb~ tarot (a ~,blJc [orc~ their disbar). A D~ tecimic[ans' strlke ca~ t~ black~ of the B~KI~ [m~e Jo~ Player ~p Final. It ~s duly [~sf~n~. No te]ev[sl~ ~rage, ~ nntch, said Jo]~ Player, S~nsorsh[p ,~st ~ s~ict]y ~I]~, S~i~ ~es ~st t~ ~ ]~nki~ thelr s~ to cigarettes c~ do. ~te~tive s~sors can ~ fou~. ~ Welsh ~ Un~, ~mllke its ~mto~, refus~ t~ s~sorship ~ fo~d a viable a~ t~ative {Sci~ep~s). ,~.,.l~,:~::or:~l}il~ is ¢o'> vii'a] to be. ]eft t'.xchlsJw.~|y eithl,, LO tile iul~cco c.~,[~.m~e.'; o~" to |.hi" c~ltrotill~j ~lhts u[ :.:l~rt. ,~;t ~ tack}~] nr~w as LI~ <~p[~.unit h~s for sl~n~:ol'ship will Yo~! can be. stlre wIx~n futtu-e spon~orshlp oplx~('t~Init|es theatre]yes [he tol~c~ C~mq~nies wl]] Ix~ £~rst in the "~e basic a~j~mnt Jn favc~*c of alJowil~ cJqar~tte ~.)~ectlslng and pc~tion Js that Jn a d(~Eaq there Im~St ~ fr~1,'~, of weigh ~lp FOC th~v~olvo~ I:]~ OvLdcilce nnd dc, c~(le wh~-t~t" or nc~t to ~ko. It would ~ unrcasor}ab}e as well as Jmpr~ict~(ml)1o to ~lete]y ~gnore ~his view, as t~ prohlb~t~on oxl~r~l~?nt On~t~ States p[ov~]. ~t t1~ natural extensi~ of this of cI~I~ a~m~mt leads to t~ stance o6 [ha tobacco okay to aclver'tJso it, [~cause advortJsl~ Js nnro]y an substitute for d~rect so] lino: dt Js in [act ~;al(,g~mnship n~ infanticide ~>n tar levels, p?ico, q%~}ity, Jn%~Oe, etc. which ~gh]y ~n~tltJve nat~Ee dE t~ l,~][k{~t, k]s by der~nlt'lon to ~ panoply of." advertising. ~;ssag~s arc in effect saying e,clarette mi~)king Js accc'l>t;~b]e bc~znllSO.,It is continuo~m:~]y ~i~]v,,i'tl.",,x] and therefore cort~tantly on v|cw and [x~plo tend to think that saI~- thing. ~ich ~s ao~ert[sc~3 ,~mst be okay; it wouldn't In a]](~,3 other-wise. And th~s is the b~ggest i~x3ict,~.nt el eJgarotts advertising, that a clhm~te o~ opJnlcx} is cr{.~ttx] wl~r¢, c[ggrette ~kJ~ Is accept~ as tl~ ~. It is b), att(~lq~tlrg to breach this wall oE norlrality that the. anti-m~)king, advertising for the l]ea]th Education Council b~s been critic~se~ as sensatJonaIi~n. It s~ to ~ pr~uc~] in ordo~ to sty, sI~k a¢,d ~ze with )Ittle or no ~nc~ for reas~1~ a~nt. In s~ to create a ~s. ~t ~cver ui1~latal}Io it ,ay s~n, th~s ~s, ~ In ~, st[ll Is, .the right ro~e for a~s~ in i~Ith ~ucati~ dE this ty~. Cigarette s,ok~s

hav~ Lo I~ m.nd~ ;lW~rn of l:h~ c|~k~ H~cy ~n nn~ c~I~k~n~]y ~nlccr~ ~ro ah]o to ¢)in~iote l.l~,~clv~ ~r~n t~ l~nk ~twecn cigarettes ~ ~llncs~. ~ ~ ~oya] Cotl~ oF Phy~ician~' ~okJ:~ C~Ul~.[~- Fnr tl~ Eight t~u~ tl~ F~;11 ra~fJcation~ Adve~t~ni;~ woc~ ~s~ wl~n it can cxp~oLt ~ favoucable ~:b]ic t~ Royal Coll~e oE Physicians' rcI.~rt ~d create] Bn env~r~nt against which ~nti-~ki~ adve~tLst~ ~s not sccn as t~ ~anti~ o{ c~tro~d~ts. I.br~vc~, t~ inherent dr~tlc ~ture o~ the subJ~ (d~th. ~ickness, s~la] ~eJoction, c~cn) c~p]~ ~th t~ inLnmJwnes~ ot the televisi~ ~u~, ]~ to pr~u~ ~erful, ~rm:~Ive advertJ.~J~ t~t ~s ~x)~sible to i~e. In this t~, t~ a~ertisi~ ~s ~ly nl~kf~ tn~oE~ as It faithfully re~lect~ the Inform)ti~ tlmt ~ at on~ cr~ILb).c n~ sl~tl:ccI~. A~I ~cause o~ this t~ ndvert(~l~ hgd an J,~ct out o~ all pr~l~ to It "iS ~]Y w]~n similar cjr~stnnce~ arise a~ ndvorkisJ~ i~ on~ again able to e:~]~'le n~t~ thro~h the rcvelati~ of ~acts that a'~{,ncsn of n p~)]~ Is qjv(,n cxl)rcssion n~l telcvisi~ can~i~ similar ~esults l~vo ~Ly t~n ~sib],e pr~n~nt m~kecs, switchi~ ~ple to [~ tac br~s, ~ de~i~ s}~tl~,tlc cigacetto~. ~oy, wILh all }~t tl~ze with bJns~1 Jnl.eronts rec~i~i~ t~t Clg.~ctte ~ki~ nk~y ca~c illness, ~h~k tactlc~ have not the w~re ~kJnq Js not a~ acceptable ~s it onc~ ~s, It is ~ lo~er seen nn ~)nit.ively mtovo nnd Se~: it in at ~st: tolerat~ ~cn~na~ ~il. N~ thin Is the g~I~ttunJty for advectlsi~ m~kJ~ l~h[t. ~,~knr~ s1~u]d ~ n~(]c to ~ce thyselves as anti- s~ial citizcn~. (';I~ ~roIln~ o~ this Is that non-s~ke=s' ~elf- ~rceptJon oE their natu{al right to enjoy s,~e-rree air ~ ~[ghten~: In Jnsisti~ t~t ~plc aon't t~htlessly u~et t~ with t~Ir ~klng ~I~ s]~ul~ not ~ar(1 t~elve= a= 11 I:~ (l~: h'-rq ar~1 n(~a tlxnt n~ql.tc-rn. 3tr t~:111h role(viz "~:oK~thn-~ it isn't only y~r ~nl th ciqnrct 14~:~n-,~lin ~dvert.l~i~ ~]n~e ~' snyilXj tl~ ~Ight l.hiWl~ In rJ~ihl: W.]y at t1~ cighL tJne to tl~ right p:ople cnn n~ke thln op~al. Ik~cvc~, It l~n't su[fJclent nnr~ly to qr, t ~ph~ on y~r and hav.l~ ~n arouo~ throb 's]~k' tactlc~ s~ci£ic ~itlvo ~Id~, ~kers will listen to unp~lnlnble facts pr~id~ it's wlthJn their ~¢cr to do ao~thi;~ A~ this is w~e advc~JsJ;g'~ role c~. It is up to autO,liT, ~a]th ~]ucatlon s~clailst n~ teac~ to trnns]aLe this ~gitive re~t~e Into acrid. ~t, ca~td]y, thc~e is no J~iate rhoncn oF [his ~l~ni~. Sure, advertising c~n say ~]~ right thins In tl~ rJ.ght ~7 hlt to reach t~ ~Ight ~p]e at t~ right finn In t~ right ~st presup~es t~t for tl~ fJrst t~ in t~ Unit~ KJ~gd~n a ca~ic~ can ~ .ount~ for anti-~,ok[~. ~h do this one at two I. ~n all ciqarettO advcrtisJ~ no anl.L- ~kl~ ar]vcrtisi~ cnn b~ s(~n nnd ~l:Ic~ ~ t~re~oco oct~ 2, Increase Ll~ lhalth ~ucot'J~n C~mclJ t~ S~ttlah l~alth Ffhmation Group ~Iy ~ ~ki~ anti-~ki~ a~c~.Isi~ ~7rt of t1~ fabric of s~iety will cigarettes ~ d~lan~t'Lz~ a~l prennur~ to stop m~ok1~. In t~, It s~n rca~onnble thor thorn s~Id ~ ~ quEd pro ~s, ~oc cvc~ £I t)~ iob~o (~.~:u~s ~-~1 on p~o~ti~ t~Ir brand, tl~y ~e oblig~.1 to £und an ~d~lr,nt rate OE ~nti-~ki~ advertigi~. ~ result would ]~ cigarettes are adve~l~, the ~e antl-s:~ki~ advertis[~ would ~ sp~nd. ~t ]~'evez reason~]e it s~md~ in impractical to s~l £50 ~llion annually on anti-r~}dng advertIs1~. ~ thr~t alone ~ght ~ suf[~c[cnt to br~ the toh~o ~u~n~es to tI~ir senses a~ ]~[t t~ ~rket~ sup~ to a ~ply o~ bra~s. (g~ fact is that ~oh~c~ im~nu[a~ure Is sill1 a ]I~n~ to print ~ncy, ~e o~ t~ reasons for t~ chorus ~dve&%~s~ t~t t~" t~c~ ~es s~ly ~'t k~ w]~t ~ey - t~y can't ~ s~n to take exorbitant Fro{~ts - ~tlnually raise the en~ f~ to t~Ir i~te~cc~ of t]~Ir (r~chlses,)

T!04231082