title: Content Analysis of Trends in Print Magazine Tobacco Advertisements.
abstract: OBJECTIVE
  To provide a descriptive and comparative content analysis of tobacco print magazine ads, with a focus on rhetorical and persuasive themes.
  
  
  METHODS
  Print tobacco ads for cigarettes, cigars, e-cigarettes, moist snuff, and snus (N = 171) were content analyzed for the physical composition/ad format (e.g., size of ad, image, setting, branding, warning label) and the content of the ad (e.g., rhetorical themes, persuasive themes).
  
  
  RESULTS
  The theme of pathos (that elicits an emotional response) was most frequently utilized for cigarette (61%), cigar (50%), and moist snuff (50%) ads, and the theme of logos (use of logic or facts to support position) was most frequently used for e-cigarette (85%) ads. Additionally, comparative claims were most frequently used for snus (e.g., "spit-free," "smoke-free") and e-cigarette ads (e.g., "no tobacco smoke, only vapor," "no odor, no ash"). Comparative claims were also used in cigarette ads, primarily to highlight availability in different flavors (e.g., "bold," "menthol").
  
  
  CONCLUSIONS
  This study has implications for tobacco product marketing regulation, particularly around limiting tobacco advertising in publications with a large youth readership and prohibiting false or misleading labels, labeling, and advertising for tobacco products, such as modified risk (unless approved by the FDA) or therapeutic claims.
authors.affiliation: Assistant Attending Behavioral Scientist, Department of Psychiatry and Behavioral Sciences, Memorial Sloan Kettering Cancer Center, New York, NY.
authors.forename: Smita
authors.initials: S
authors.lastname: Banerjee
authors.affiliation: Qualitative Methods Specialist, Department of Psychiatry and Behavioral Sciences, Memorial Sloan Kettering Cancer Center, New York, NY.
authors.forename: Elyse
authors.initials: E
authors.lastname: Shuk
authors.affiliation: Professor, Department of Communication, Rutgers University, New Brunswick, NJ.
authors.forename: Kathryn
authors.initials: K
authors.lastname: Greene
authors.affiliation: Attending Psychologist, Vice Chair of Research, Department of Psychiatry and Behavioral Sciences, Memorial Sloan Kettering Cancer Center, New York, NY.
authors.forename: Jamie
authors.initials: J
authors.lastname: Ostroff
keywords: cigarettes; content analysis; e-cigarettes; persuasion; tobacco advertising