For example, in response to government crack-downs, the industry has become more heavily involved in sports sponsorship, in fact, tobacco companies are now among the largest sponsors of sport (Shatenstein Pp). Sponsorships such as this confuses health messages, "neutralizes a range of important potential allies for public health including sports organizations, athletes, and politicians, as well as perpetuates the myth that smoking is really not that dangerous to health (Shatenstein Pp). Another promotional ploy is brand stretching, whereby tobacco companies use the name, colors and logo of a cigarette brand on other products that do not have advertising restrictions, such as Marlboro Classics clothing and Camel boots and accessories (Shatenstein Pp).
According to one recent study, alcohol advertising expenditures are greatest in the late spring and early summer and during the holiday season and television received the preponderance of alcohol advertising dollars for beer, wine, wine coolers and premixed drinks, while distilled spirits relied mostly on magazine advertising (Proctor Pp). Beer was found to be the most heavily advertised product, with more than half of televised beer commercials airing on Saturday and Sunday afternoon during sporting events (Proctor Pp). The study also found that there were more radio and television ads for premixed low-alcohol beverages, some of which contain distilled spirits and many using brand names of distilled spirits, than for higher proof distilled spirits...
And Although the correlational studies cannot prove that advertising leads to greater consumption, the moderate positive association is consistent across survey studies (Proctor Pp).
No matter what medium the alcohol and tobacco industries use, they are definitely doing an excellent job of instilling their myths into the culture of society and recruiting generation after generation of new consumers.
Works Cited
Pfleger, Michael. "Collaborative research and action to control the geographic placement of outdoor advertising of alcohol and tobacco products in Chicago." Public Health Reports. 11/1/2001; Pp.
Lancaster, Kent M. "Teenage exposure to cigarette advertising in popular consumer magazines: vehicle vs. message reach and frequency."
Journal of Advertising. 9/22/2003; Pp.
Kilbourne, Jean. "The Spirit of the Czar: Selling Addictions to Women."
Contemporary Women's Issues Database. 12/1/1992; Pp.
Shatenstein, Stan. "Pushing & Peddling." New Internationalist. 7/1/2004; Pp.
Proctor, Dwayne C.B. "Media, Product Differences and Seasonality in Alcohol
Advertising in 1997." Journal of Studies on Alcohol. 11/1/2000; Pp.
