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- W2158421000 abstract "The authors examine the content of magazine advertising for cigarettes, beer, and nonalcoholic beverages from July 1996 to July 1997. A total of 476 advertisements (239 unique advertisements) from 12 different magazines were content-analyzed. In light of the ongoing debate and recent proposals over the regulation of tobacco and alcohol advertising aimed at young people, the purpose was to answer two principal questions: (1) whether the advertisements for cigarettes and beer contain more cartoons and animated characters than do advertisements for nonalcoholic beverages and (2) whether the presence of human models in an advertisement's visuals is an adequate way to operationalize a lifestyle advertisement. The authors also replicate and extend previous research regarding the amount and type of extrinsic appeal or lifestyle advertising found in these product categories. Significantly more lifestyle content appeared in cigarette advertisements than in nonalcoholic beverage advertisements. Furthermore, a disproportionate number of cartoon characters in cigarette advertisements appeared in magazines with a higher share of younger readers, consistent with policy concerns regarding the use of such cartoon characters to appeal to youth markets. Also, 8.8% of advertisements that were classified as lifestyle advertisements did not contain recognizable human models. An implication of this finding is that the original tobacco settlement proposal to eliminate lifestyle content of cigarette and beer advertisements simply by eliminating models was inadequate to achieve its intended purpose." @default.
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- W2158421000 date "2000-09-01" @default.
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- W2158421000 title "The Use of Human Models and Cartoon Characters in Magazine Advertisements for Cigarettes, Beer, and Nonalcoholic Beverages" @default.
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- W2158421000 doi "https://doi.org/10.1509/jppm.19.2.189.17135" @default.
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