Cigarette advertising in Black, Latino and White magazines, 1998-2002: An exploratory investigation

Joint Doctoral Program in Clinical Psychology, San Diego State University, 6363 Alvarado Court, San Diego, CA 92120, USA.
Ethnicity & disease (Impact Factor: 1). 02/2005; 15(1):63-7.
Source: PubMed


To examine the number, type (menthol vs non-menthol), brand (Black, White, Women's, Other), and size of cigarette ads in Black, Latino, and White magazines.
Analysis of digital photographs of 274 cigarette ads appearing in Ebony (Black), People (White), and People in Spanish (Latino) for the 4.5-year period of January 1998 to August 2002.
Black magazines were 9.8 times and Latino magazines 2.6 times more likely than White magazines to contain ads for menthol cigarettes. Black and Latino magazines also contained significantly more ads for brands (Virginia Slims) that target women.
The tobacco industry continues to target Blacks with menthol cigarette ads, appears now to be targeting Latinos similarly, and targets Black and Latino women with additional, tailored cigarette ads.

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    • "The Hispanic/Latino audience did not appear to be a large focus of cigarette ads overall, with a mean of 1.58 ads per issue (compared with 1.87 ads per issue of People and 2.25 ads per issue of Ebony). Although most ads were for non-menthol cigarettes, the Spanish version of People was 2.6 times more likely than the English version of People to contain ads for menthol cigarettes [8]. The authors concluded that the tobacco industry appeared to be using similar strategies to market to the Hispanic/Latino population as had been used with the Black/African American population. "
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