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What makes an ad a cigarette ad? Commercial tobacco imagery in the lesbian, gay, and bisexual press

Author

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  • Smith, Elizabeth A
  • Offen, Naphtali
  • Malone, Ruth E

Abstract

Objectives: To determine the extent of commercial tobacco imagery in the lesbian, gay, and bisexual (LGB) press. Methods: Content analysis of all advertising containing tobacco related text or imagery in 20 LGB community periodicals, published between January 1990 and December 2000. Results: 3428 ads were found: 689 tobacco product ads, 1607 ads for cessation products or services, 99 ads with a political message about tobacco, and 1033 non-tobacco ads that showed tobacco (NAST). Although cessation ads were numerically dominant, tobacco product ads and NAST occupied more space and were more likely to use images. NAST almost never had an anti-tobacco message. Formal sponsorship between tobacco and other companies was very rare. Lesbian periodicals had proportionally more NAST and fewer cessation ads. Conclusions: Cigarette ads were outnumbered by NAST. Although these ads do not usually show brands, and are unlikely to be the result of formal sponsorship agreements, they may be "selling'' smoking. Tobacco control advocates should persuade editors to refuse tobacco product ads and those with gratuitous tobacco imagery.

Suggested Citation

  • Smith, Elizabeth A & Offen, Naphtali & Malone, Ruth E, 2005. "What makes an ad a cigarette ad? Commercial tobacco imagery in the lesbian, gay, and bisexual press," University of California at San Francisco, Center for Tobacco Control Research and Education qt606057n9, Center for Tobacco Control Research and Education, UC San Francisco.
    • Handle: RePEc:cdl:ctcres:qt606057n9
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    1. Stall, R.D. & Greenwood, G.L. & Acree, M. & Paul, J. & Coates, T.J., 1999. "Cigarette smoking among gay and bisexual men," American Journal of Public Health, American Public Health Association, vol. 89(12), pages 1875-1878.
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    Cited by:

    1. Joseph G. L. Lee & Adam O. Goldstein & William K. Pan & Kurt M. Ribisl, 2015. "Relationship Between Tobacco Retailers’ Point-of-Sale Marketing and the Density of Same-Sex Couples, 97 U.S. Counties, 2012," IJERPH, MDPI, vol. 12(8), pages 1-21, July.
    2. Offen, Naphtali & Smith, Elizabeth A. & Malone, Ruth E., 2008. "Tobacco industry targeting of the lesbian, gay, bisexual, and transgender community: A white paper," University of California at San Francisco, Center for Tobacco Control Research and Education qt71h3h403, Center for Tobacco Control Research and Education, UC San Francisco.
    3. Andrew B. Seidenberg & Catherine L. Jo & Kurt M. Ribisl & Joseph G. L. Lee & Francisco O. Buchting & Yoonsang Kim & Sherry L. Emery, 2017. "A National Study of Social Media, Television, Radio, and Internet Usage of Adults by Sexual Orientation and Smoking Status: Implications for Campaign Design," IJERPH, MDPI, vol. 14(4), pages 1-14, April.
    4. Offen, Naphtali & Smith, Elizabeth A. & Malone, Ruth, 2007. "Tobacco industry targeting of the lesbian, gay, bisexual and transgender community: a White Paper," University of California at San Francisco, Center for Tobacco Control Research and Education qt58v7r0b4, Center for Tobacco Control Research and Education, UC San Francisco.
    5. Veronica Acosta-Deprez & Judy Jou & Marisa London & Mike Ai & Carolyn Chu & Nhi Cermak & Shannon Kozlovich, 2021. "Tobacco Control as an LGBTQ+ Issue: Knowledge, Attitudes, and Recommendations from LGBTQ+ Community Leaders," IJERPH, MDPI, vol. 18(11), pages 1-12, May.
    6. Joseph G. L. Lee & Adam O. Goldstein & Leah M. Ranney & Jeff Crist & Anna McCullough, 2011. "High Tobacco Use among Lesbian, Gay, and Bisexual Populations in West Virginian Bars and Community Festivals," IJERPH, MDPI, vol. 8(7), pages 1-12, July.
    7. Melissa M. Barnhill & Joseph G. L. Lee & Ann P. Rafferty, 2017. "Health Inequities among Lesbian, Gay, and Bisexual Adults in North Carolina, 2011–2014," IJERPH, MDPI, vol. 14(8), pages 1-10, July.

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    Keywords

    media; advertising; tobacco; lesbian; gay;
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