An understanding of advertising

Abstract

Suggests ways of alerting pupils to the insidious attempts of the tobacco industry to encourage them to smoke. Considers the part played by tobacco advertising in relation to the high percentage of cigarette smoking among children. Examines the evidence relating to three aims of tobacco advertising in terms of under‐age smoking. Supports the view that it is those children who are most familiar with, and appreciative of cigarette advertisements who go on to smoke. Discusses recent research and concludes that advertising is helping children to start smoking. Outlines a project, introduced to alert children to the attempts of the tobacco industry, to encourage them to smoke and aimed at producing materials which could be used to lobby for change in the Government′s policy.

Citation

Jackson, D. (1994), "An understanding of advertising", Health Education, Vol. 94 No. 1. https://doi.org/10.1108/09654289410798161