[Analysis of the publicity campaign of the tobacco brand Fortuna in 1999-2000].
The majority of tobacco advertisement in Spain is directed at youth. This advertisement, carried out on several fronts, is particularly effective with young people. In the present work we analyze different advertising efforts involved in the ad campaign carried out by Fortuna-brand (a product of the company Tabacalera S.A., and sector leader of sales in Spain) in 1999 and 2000. In terms of their marketing strategy, we can conclude that Fortuna's principal commercial objective is presenting tobacco as intrinsically associated with being young. Both the indirect promotion of its products through activities and its commercials, are aimed towards developing the image that tobacco symbolizes the series of core values more appreciated by youth. Relevant legislation will have to be adapted to this reality in order to control specifically the manner in which publicity such as that promoted by Fortuna is directed to the population.
Sarría-Santamera
A
A
Agencia de Evaluación de Tecnologías Sanitarias, Instituto de Salud Carlos III, Sinesio Delgado, 6, 28029 Madrid. asarria@isciii.es
Cortés-Blanco
M
M
Elder
J
J
D000293:Adolescent; D000329:Advertising / Q000706:statistics & numerical data*; D002648:Child; D006801:Humans; D013030:Spain; D019460:Tobacco Industry / Q000706:statistics & numerical data*