文章基本信息

标题：Bar and Club Tobacco Promotions in the Alternative Press: Targeting Young Adults
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作者：Edward Sepe ; Stanton A. Glantz
期刊名称：American journal of public health
印刷版ISSN：0090-0036
出版年度：2002
卷号：92
期号：1
页码：75-78
语种：English
出版社：American Public Health Association
摘要：Objectives . This study examined changes in tobacco promotions in the alternative press in San Francisco and Philadelphia from 1994 to 1999. Methods . A random sample of alternative newspapers was analyzed, and a content analysis was conducted. Results . Between 1994 and 1999, numbers of tobacco advertisements increased from 8 to 337 in San Francisco and from 8 to 351 in Philadelphia. Product advertisements represented only 45% to 50% of the total; the remaining advertisements were entertainment-focused promotions, mostly bar–club and event promotions. Conclusions . The tobacco industry has increased its use of bars and clubs as promotional venues and has used the alternative press to reach the young adults who frequent these establishments. This increased targeting of young adults may be associated with an increase in smoking among this group. During the 1990s, bars and nightclubs became major promotional venues for the tobacco industry. Inside bars, patrons are exposed to a variety of advertisements, promotional items, and events, including logos on cocktail napkins, sale of cigarettes behind the bar, and sponsorship of live music events. 1– 7 These venues offer an agerestricted, young adult–focused environment where substance use (tobacco and alcohol) is legal and socially reinforced. Age restriction allows these promotional activities to continue with minimal criticism or surveillance from public health or tobacco control advocates because of public health's emphasis on smoking initiation among adolescents. 8, 9 This focus on adolescents ignores the fact that smoking initiation occurs over several periods, including young adulthood (the ages of 18 to 24 years). 10– 13 Young adulthood is an important time in the solidification of smoking patterns, because it is usually a period of transition from experimental smoking to nicotine addiction. 11– 13 Smoking patterns, including initiation, in young adults have not been static and are amenable to the influence of tobacco marketing. Indeed, smoking in this group has been increasing, 14– 16 with first-use rates approaching 8.6% in the mid-1990s. 17 To quantify the changing role of tobacco product bar promotions, we examined the number and nature of tobacco industry–sponsored bar promotions advertised in the alternative press, which is heavily read by young adults. 18– 27 At the same time that the tobacco industry was increasing the use of bars as promotional venues, California implemented a law that required bars to be smoke free. 28– 30 To determine whether the presence of this law affected industry attempts to use bars as promotional venues, we compared bar-based tobacco promotions occurring in a city covered by the law (San Francisco) with those occurring in a similar city outside California where there were no restrictions on smoking in bars (Philadelphia). These 2 metropolitan areas have similar populations as well as similar percentages of young adults (ages 18–24 years) in their populations (8.6% in San Francisco and 8.4% in Philadelphia).