One of the more recent issues with cigarette advertising is plain packaging. For those of you who haven't heard, the cigarette lobby officially failed and the proposed idea of removing all imagery and color from cigarette packs is the new way to go. As you can see above, everything but the health warning and the name of the brand has been removed from the package. I must admit that removing all advertising from a product is a good way to go in order for people to not buy the product. Speaking for myself (and perhaps a few others..?) I am slightly concerned, as a mass media student who is hoping to work in advertising, as to whether this is a legitimate move. The tobacco industry is heavily taxed and the incoming revenue is not all together insignificant, which is why I wonder that in spite of the fact that we are aiming for a healthier society, perhaps we should be more worried with hunger and AIDS rather than whether or not cigarettes packs are colorful...
Nevertheless, recent research shows that light smokers pay more attention to health warnings on plain cigarette packages. This is significant as it can deter light smokers or non-smokers from "lighting" their first step towards addiction and a nasty habit. The plain packaging can also discourage young adults from smoking as it takes away from the "cool factor". It is inevitable, though sometimes disregarded, that smoking on its own is not exactly the reason why young people start. It evolves, just like everything today, somewhat into a matter of developing one's personal identity- what is more interesting, who has a new "cool" pack of cigarettes, who smokes which brand and why etc. Plain cigarette packaging is taking away this factor and could definitely discourage potential new smokers. However, one must always keep in mind that with plain cigarette packaging, the cigarette black market can flourish, posing even greater health risks on society, as it is easier and cheaper to "fake" a plain package.
Australia is the first country to incorporate plain packaging and the United Kingdom should follow up beginning 2012.
http://www.trust.org/alertnet/news/plain-cigarette-packaging-highlights-warnings-study
P.S. Despite all this, the tobacco industry never sleeps! Presenting to you- the SmokeShirt.
Wow, never heard that before! I am looking forward to the reports of the companies in Australia and later on Great Britain about the sales of cigarettes! As an occasional smoker I can only say that such a plain package could not make me buy the product. It looks so sterile and does not create the smallest need for me to purchase it!
ReplyDeleteHowever, that might actually be the "solution" to draw people away from smoking - but still, it is everyone's own decision. So can such a plain package change anything for the real smokers? And preventing young people from starting does not sound too bad to me. ;) But then again, the SmokeShirts do look nice (smart move, cigarette industry!) - that could in return make me buy a package once in a while! :)
So it seems that the cigarette industry and their enemies will continue playing catch throughout the future...
Exactly. But I must admit, this plain packaging was a great move. I mean, if you take away advertising from a product, there is a much smaller incentive to buy it.
ReplyDeleteMe too, I have never heard about that! The reason may be that I am a non-smoker... But definitely, what really is attracting on the whole smoking thing (for me) is the package and the "reputation" of the cigarettes. You make your own picture when seeing a worker smoking Sparta cigarettes and a nice lady smoking Davidoff or whatever. If I wanted to start smoking, the packaging would be very important factor in my decision making:) I do not deny that.
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