title: The cigarette box as an advertising vehicle in the United Kingdom: A case for plain packaging.
abstract: This research aimed to study tobacco advertising between 1950-2003 and to evaluate the role of the cigarette box in advertising. Tobacco company advertisements (n = 204) were coded for content and meanings used to promote their product. There was a significant shift from cigarettes being displayed to the cigarette box only. Changes in advertising and the meanings evoked were unrelated to changes in smoking behaviour. It is argued that the cigarette box has absorbed the meanings associated with smoking and has become an effective vehicle for advertising. It is also argued that this can only be minimised with plain packaging.
authors.affiliation: University of Surrey, UK m.dewe@surrey.ac.uk.
authors.forename: Michaela
authors.initials: M
authors.lastname: Dewe
authors.affiliation: University of Surrey, UK.
authors.forename: Jane
authors.initials: J
authors.lastname: Ogden
authors.affiliation: University of Surrey, UK.
authors.forename: Adrian
authors.initials: A
authors.lastname: Coyle
mesh_terms: D000329:Advertising / Q000706:statistics & numerical data*; D005260:Female; D006801:Humans; D008297:Male; D019064:Product Packaging / Q000706:statistics & numerical data*; D012907:Smoking / Q000453:epidemiology*; D062789:Tobacco Products / Q000706:statistics & numerical data*; D006113:United Kingdom / Q000453:epidemiology
keywords: advertising; content analysis; plain packaging; smoking; tobacco