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Monograph 19: The Role of the Media in Promoting and Reducing Tobacco Use

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1. Download the entire monograph (PDF, 6,666 KB)
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Entire Monograph (PDF 6,666 KB)
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Table of Contents:

• Other NCI Tobacco Control Monographs (PDF 33 KB)
• Dedication (PDF 17 KB)
• Contents (PDF 50 KB)
• Figures and Tables (PDF 36 KB)
• Foreword (PDF 23 KB)
• Message from the Series Editor (PDF 23 KB)
• Preface (PDF 37 KB)
• Acknowledgments (PDF 51 KB)
• Acronyms List (PDF 39 KB)

Part 1 – Introduction

• Chapter 1
  Overview and Conclusions (PDF 169 KB)
  • Introduction
  • Tobacco and the Media: A Multilevel Perspective
  • Studying the Media and Tobacco
  • Preparation of this Monograph
  • Monograph Organization
  • Major Conclusions
  • Chapter Summaries and Conclusion
  • References


• Chapter 2
  Theoretical Underpinnings of Media Research in Tobacco Control and Tobacco Promotion
  (177 KB)
  • Introduction
  • History of Media-Effects Research
  • Levels of Theory and Analysis
  • Summary
  • References

Part 2 – Tobacco Marketing

• Chapter 3
  Key Principles of Tobacco Promotion and Rationales for Regulation (PDF 617 KB)
  • Introduction
  • Key Principles of Tobacco Advertising and Promotion
  • A Rationale for Regulating Tobacco Promotion
  • Summary
  • Conclusions
  • References


• Chapter 4
  Types and Extent of Tobacco Advertising and Promotion (PDF 326 KB)
  • Introduction
  • Sources of Data
  • Types of Tobacco Advertising and Promotion
  • Extent of Tobacco Advertising and Promotion
  • Summary
  • Conclusions
  • References


• Chapter 5
  Themes and Targets of Tobacco Advertising and Promotion (PDF 816 KB)
  • Introduction
  • Segmentation, Tailoring, and Targeting
  • Dominant Themes
  • Targeting of Population Subgroups
  • Summary
  • Conclusions
  • References


• Chapter 6
  Tobacco Companies’ Public Relations Efforts: Corporate Sponsorship and Advertising
  (396 KB)
  • Introduction
  • Public-Image Problems of the Tobacco
  • Corporate Sponsorship
  • Corporate Advertising
  • PM21: An Integrated Public Relations Campaign
  • Summary
  • Conclusions
  • References


• Chapter 7
  Influence of Tobacco Marketing on Smoking Behavior (PDF 680 KB)
  • Introduction
  • Adolescents’ Psychological Needs and the Influence of Cigarette Marketing
  • Role of Image Enhancement from Cigarette Marketing
  • Evidence of Effects of Exposure to Cigarette Marketing on Adolescent Smoking
  • Effects of Tobacco Advertising on Tobacco Consumption
  • Summary
  • Conclusions
  • References


• Chapter 8
  Legal and Constitutional Perspectives on Tobacco Marketing Restrictions (PDF 190 KB)
  • Introduction
  • Constitutional, Statutory, and Regulatory Perspectives
  • Summary
  • Conclusions
  • Notes
  • References

Part 3 – Tobacco in News and Entertainment Media

• Chapter 9
  How the News Media Influence Tobacco Use (PDF 173 KB)
  • Introduction
  • Perspectives on News Story Selection and Content
  • Media Advocacy for Tobacco Control
  • Descriptive Studies of News Coverage of Tobacco Use
  • Relating News Coverage of Tobacco to Individual Attitudes, Behaviors, and Policy Outcomes
  • Tobacco Industry Influence on News Reporting
  • Future Directions
  • Summary
  • Conclusions
  • References


• Chapter 10
  Role of Entertainment Media in Promoting or Discouraging Tobacco Use (PDF 1,544 KB)
  • Introduction
  • Historical Perspective: Movies
  • Movie Content
  • Effects on Attitudes, Beliefs, and Behavior: Movies
  • Tobacco Content in Other Media
  • Efforts to Reduce Exposure
  • Efforts to Modify Response to Exposure
  • Summary
  • Conclusions
  • Appendix 10A. Statement by Attorney General Curran of Maryland on Role of the State Attorneys General
  • Appendix 10B. Letter from 28 State Attorneys General to Jack Valenti and Respons
  • Appendix 10C. Letter from Lorillard to California Assistant Attorney General Dennis Eckhart Regarding Brand Appearance of Newport in the Movie City by the Sea
  • References

Part 4 – Tobacco Control Media Interventions

• Chapter 11
  An Overview of Media Interventions in Tobacco Control: Strategies and Themes (PDF 415 KB)
  • Introduction
  • Nontelevised Mass Media Antitobacco Interventions
  • Televised Antitobacco Advertisements
  • Relative Performance of Televised Antitobacco Advertising Approaches
  • New-Media Interactive Health Communications for Smoking Cessation
  • Summary
  • Conclusions
  • References


• Chapter 12
  Assessing the Effectiveness of the Mass Media in Discouraging Smoking Behavior (PDF 332 KB)
  • Introduction
  • Controlled Field Experiments
  • Population-Based Studies
  • Summary
  • Conclusions
  • References

Part 5 – Media, Tobacco Control Interventions, and Tobacco Industry Mitigation Efforts

• Chapter 13
  Tobacco Industry Efforts to Infl uence Tobacco Control Media Interventions (PDF 430 KB)
  • Introduction
  • Fairness Doctrine
  • Minnesota
  • California
  • Arizona
  • Florida
  • American Legacy Foundation
  • Summary
  • Conclusions
  • References


• Chapter 14
  Tobacco Industry Media Efforts to Defeat State Tobacco Control Ballot Initiatives and Referenda (PDF 242 KB)
  • Introduction
  • Criticisms of State Initiatives and Referenda
  • General Role of Media in State Initiatives and Referenda
  • Methods
  • State Tobacco Control Initiatives and Referenda
  • Tobacco Industry Opposition to State Tobacco Tax Initiatives and Referenda
  • Results
  • Conclusions
  • References

Part 6 – Future Directions

• Chapter 15
  Future Directions (PDF 132 KB)
  • Introduction
  • Future Directions to Address Tobacco Promotion
  • Future Directions for Media Strategies in Tobacco Control
  • Conclusions
  • References

Appendix — Michigan’s Proposal A (PDF 583 KB)

Index (PDF 141 KB)

Ordering Information
This monograph can be ordered by calling the National Cancer Institute's Cancer Information Service at 1-800-4-CANCER (1-800-422-6237) or visiting NCI's Publications Locator Website .