title: 'Zhonghua' tobacco advertisement in Shanghai: a descriptive study.
abstract: OBJECTIVE
  To document tobacco advertising practices of a popular, high-grade, domestic cigarette in China across a broad spectrum of channels.
  
  
  METHODS
  Media monitoring and direct observations were conducted to assess tobacco advertisements for Zhonghua cigarettes in Shanghai, China, through the following channels: newspapers, TV, internet, outdoor advertisements and point-of-sale advertisements.
  
  
  RESULTS
  Consistent with the national ban, no direct tobacco advertisements were found in newspapers or on TV. However, statements about counterfeit 'Zhonghua' cigarettes indirectly promoted Zhonghua tobacco through newspapers. Although no tobacco advertisements were found in Shanghai mainstream websites or in channels of national mainstream sites, a great amount of information was communicated about Zhonghua cigarettes via websites, using patriotic themes and associations with Chinese culture. Large outdoor tobacco advertisements of 'Loving my China' were found in downtown Shanghai. Zhonghua tobacco advertisements were present in almost all of the points-of-sale observed (95%).
  
  
  CONCLUSIONS
  Zhonghua cigarettes are promoted directly and indirectly through a variety of channels. This study suggests there is an urgent need to establish comprehensive bans that prohibit all types of tobacco advertisements in China.
authors.affiliation: Key Laboratory of Public Health Safety, Ministry of Education, School of Public Health, Fudan University, Shanghai, PR China.
authors.forename: PinPin
authors.initials: P
authors.lastname: Zheng
authors.affiliation: Key Laboratory of Public Health Safety, Ministry of Education, School of Public Health, Fudan University, Shanghai, PR China.
authors.forename: Xin
authors.initials: X
authors.lastname: Ge
authors.affiliation: Medical College of Fudan University, Shanghai, PR China.
authors.forename: Haihong
authors.initials: H
authors.lastname: Qian
authors.affiliation: Key Laboratory of Public Health Safety, Ministry of Education, School of Public Health, Fudan University, Shanghai, PR China.
authors.forename: Fan
authors.initials: F
authors.lastname: Wang
authors.affiliation: Key Laboratory of Public Health Safety, Ministry of Education, School of Public Health, Fudan University, Shanghai, PR China.
authors.forename: Hua
authors.initials: H
authors.lastname: Fu
authors.affiliation: Department of Behavioral Sciences and Health Education, Rollins School of Public Health, Emory University, Atlanta, Georgia, USA.
authors.forename: Carla J
authors.initials: CJ
authors.lastname: Berg
authors.affiliation: Department of Behavioral Sciences and Health Education, Rollins School of Public Health, Emory University, Atlanta, Georgia, USA.
authors.forename: Michelle C
authors.initials: MC
authors.lastname: Kegler
mesh_terms: D000329:Advertising; D002681:China; D003132:Commerce; D003146:Communications Media; D006801:Humans; D020407:Internet; D009524:Newspapers as Topic; D012907:Smoking; D013690:Television; D019460:Tobacco Industry; D062789:Tobacco Products
keywords: Advertising and Promotion; Low/Middle income country; Public policy; Tobacco industry