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Did you know that all or the majority of cigarette advertising is actually illegal in many countries? In the U.S. this is one of the most heavily regulated areas of marketing, right along with alcohol. You might immediately wonder why the government would feel it appropriate to take such an interest in any one product, but let's take a closer look at cigarettes themselves and then think about whether or not cigarette advertising should be so controlled by the government.
As with any other type of marketing, cigarette advertising never tells the consumer about the dangers of smoking; after all, why would they? In reality there are some 200 known carcinogens and toxins in cigarettes, and when they are burned the chemical process brings about some 4,000 poisons in both the tobacco and the smoke itself. When was the last time you heard cigarette advertising include those statistics? Smoking is connected to virtually every type of cancer in every part of your body; the reason for this is because the nicotine in cigarettes is absorbed in the bloodstream and then through the blood travels to every part of your body. While many understand the connection between cigarette smoking and lung cancer, they rarely are informed about the dangers of cigarette smoking with all these other cancers as well.
Cigarette advertising has often been aimed at certain audiences. For example, when Joe Camel was introduced as a "spokesperson" for Camel cigarettes, many parents complained that because the character was a cartoon it was designed to advertise to children. The character was discontinued in the 1990's. Virginia Slims were designed to be marketed specifically to women, using the phrase "You've come a long way baby." This was introduced in the 1960's at the height of the feminist movement. Many have felt that these particular types of cigarette advertising are particularly sinister and inappropriate.
The real danger of cigarette advertising is that is designed to make cigarettes look cool, attractive and downright sexy. It's usually the tough macho character that smokes, or the sexy siren woman. Cigarette advertising also means more than just advertisements themselves; by incorporating cigarettes into television shows and movies this too is a form of advertising. Often smoking is equated with sexual activity, and any character that doesn't smoke or that is trying to quit is ridiculed as being weak or often made to feel as if he or she doesn't fit in.
Cigarette advertising therefore typically preys upon the young and the weak; those who want to fit in and who need validation about their own attractiveness. Considering the dangers of smoking and cost of health care for those who do smoke, it's no wonder that the government regulates this type of marketing so carefully.
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