title: Sexual imagery in cigarette advertising before and after the master settlement agreement.
abstract: This study examines how the sexual imagery in cigarette magazine advertisements changed as a result of the 1998 Master Settlement Agreement (MSA). After conducting a content analysis of 657 unduplicated cigarette ads from 1994 to 2003, our results revealed that cigarette advertisements featuring suggestive/partially clad female models increased significantly from the pre-MSA period (16.0%) to the post-MSA period (24.9%). In addition, we provide empirical evidence that there was an overall increase in sexually explicit cigarette advertising after the MSA. Several implications for policymakers are discussed in detail.
authors.affiliation: Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, The University of Georgia, GA 30602-3018, USA. taehyun@uga.edu
authors.forename: Tae Hyun
authors.initials: TH
authors.lastname: Baek
authors.forename: Mark
authors.initials: M
authors.lastname: Mayer
mesh_terms: D000293:Adolescent; D000329:Advertising / Q000331:legislation & jurisprudence* / Q000379:methods; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D040541:Marketing / Q000331:legislation & jurisprudence / Q000379:methods / Q000639:trends; D019529:Sexuality / Q000523:psychology*; D012907:Smoking / Q000523:psychology*; D019460:Tobacco Industry / Q000331:legislation & jurisprudence* / Q000379:methods; D014481:United States