Portrayal of tobacco smoking in popular women's magazines: a content analysis.
Whilst many countries have introduced legislation prohibiting tobacco advertising and sponsorship, references to tobacco continue to appear in the media. This study quantified and characterized tobacco smoking content in popular women's magazines.



The 10 top weekly and 5 monthly women's magazines most popular among 15-34 year olds in Britain published over a 3-month period were included. A content analysis was conducted for both written and visual content.



In 146 magazines, there were 310 instances of tobacco content, the majority of which were positive towards smoking. Instances of celebrities smoking were most common (171, 55%), often in holiday or party settings that could be perceived to be luxurious, glamorous or fun. In all, 55 (18%) tobacco references related to fashion, which generally created an impression of smoking as a norm within the industry; and 34 (11%) text and image references to tobacco in TV and film. There were 50 (16%) reader-initiated mentions of smoking, typically in real-life stories or readers writing in to seek advice about smoking. Anti-smoking references including the hazards of smoking were infrequent (49; 16%).



Although tobacco advertising is prohibited in Britain, women's magazines still appear to be promoting positive messages about tobacco and smoking.
Stroke and Elderly Care Medicine, Sandwell General Hospital, Lyndon, West Bromwich, West Midlands, B71 4HJ.
Naseera
N
Kasujee
UK Centre for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health, School of Medicine, University of Nottingham, Clinical Sciences Building, Nottingham City Hospital, Nottingham NG5 1PB, UK.
John
J
Britton
UK Centre for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health, School of Medicine, University of Nottingham, Clinical Sciences Building, Nottingham City Hospital, Nottingham NG5 1PB, UK.
Jo
J
Cranwell
Department of Preventive Medicine and Health Promotion, Education and Research Centre, St Vincent's Hospital, Dublin 4, Rep. of Ireland.
Ailsa
A
Lyons
UK Centre for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health, School of Medicine, University of Nottingham, Clinical Sciences Building, Nottingham City Hospital, Nottingham NG5 1PB, UK.
Manpreet
M
Bains
D000293:Adolescent; D000328:Adult; D005260:Female; D006801:Humans; D008402:Mass Media / Q000706:statistics & numerical data; D010506:Periodicals as Topic / Q000706:statistics & numerical data; D012907:Smoking / Q000523:psychology*; D055815:Young Adult
Britain; magazines; media; tobacco imagery; tobacco language