�The National Cancer Institute (NCI) has released a report, co-edited by University of Minnesota professor Barbara Loken, that reaches the government's strongest conclusion to date that tobacco marketing and depictions of smoking in movies promote youth smoking. "There is at present incontrovertible evidence that merchandising of tobacco plant, and the depiction of smoking in the movies, promote youth smoking and can reason young people to begin smoking," aforementioned Loken, prof of marketing at the Carlson School of Management and i of the report's five scientific editors.
The 684-page monograph, "The Role of the Media in Promoting and Reducing Tobacco Use," presents definitive conclusions that
a) tobacco advertisement and promotion are causally related to increased tobacco use, and
b) exposure to depictions of smoking in movies causes youth smoke initiation.
The report likewise concludes that while mass media campaigns can decoct tobacco use, youth smoke prevention campaigns sponsored by the baccy industry are generally ineffective and may even step-up youth smoking.
"The role of marketing in the success of the tobacco companies is conclusive," according to Loken. "The report's recommendations offer the best attack to hire marketing techniques and the media to help keep a farther increase in youth smoking."
The NCI written report reaches half a dozen major conclusions:
Cigarettes ar one of the most heavily marketed products in the United States.
Tobacco advertising targets psychological inevitably of adolescents, such as popularity and peer acceptance. Advertising creates the perception that smoke satisfies these needs.
Even brief exposure to tobacco advertising influences adolescents' perceptions about smoke, smokers, and adolescents' intentions to smoke.
The depiction of fag smoking is pervasive in movies, occurring in 75 percent or more of contemporary box office hits, with identifiable brands in around one-third of movies.
A comprehensive bAN on tobacco advertising and promotion is an effective policy interposition that prevents tobacco companies from unfirm marketing expenditures to permitted media.
The tobacco diligence works hard to hinder tobacco control media campaigns, including attempts to keep or deoxidize their funding.
"This calculate link between marketing and tobacco use is very powerful." Loken said, "Anti-tobacco ads ahead films and a comprehensive ban on tobacco advert are deuce effective strategies found to curb effects of tobacco images on youth. Now we motivation to use marketing to steer youth and others away from tobacco."
The report provides the most stream and comprehensive analysis of more than 1,000 scientific studies on the role of the media in encouraging and discouraging tobacco function. The composition is Monograph 19 in the NCI's Tobacco Control Monograph serial publication examining critical issues in tobacco bar and control. Research included in the review comes from the disciplines of marketing, psychological science, communications, statistics, epidemiology and public health.
Editors of the monograph ar Ron Davis, MD, Director, Center for Health Promotion and Disease Prevention, Henry Ford Health System; Elizabeth Gilpin, M.S., Biostatistics, UC San Diego; Barbara Loken, PhD, Department of Marketing, Carlson School of Management, University of Minnesota; K. Viswanath, PhD, Department of Society, Human Development, and Health, Harvard School of Public Health; and Melanie Wakefield PhD, Director, Centre for Behavioural Research in Cancer, The Cancer Council Victoria. The release of the study was proclaimed at the National Press Club.
Click here to teach more roughly Professor Barbara Loken and her research.
Click hither for more information or to order this monograph.
Source: Ryan Mathre
University of Minnesota
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