Dataset Information

Use of imagery and text that could convey reduced harm in American Spirit advertisements.

ABSTRACT: BACKGROUND:In 2015, the US Food and Drug Administration issued warning letters to three tobacco companies regarding use of the terms 'natural' and/or 'additive-free' to describe their products, as these terms inaccurately convey reduced harm. Yet, tobacco companies engage in a variety of alternate techniques to attempt to convey the same 'natural' (and thus reduced harm) message. It is critical to monitor these practices to inform regulatory action. OBJECTIVE:To describe the marketing techniques used in Natural American Spirit (American Spirit) ads that could convey a natural and less harmful product image. METHODS:Trained coders content analysed 142 American Spirit ads from 2012 to 2016. RESULTS:In addition to use of the terms 'natural' and 'additive-free', American Spirit ads engage in a variety of other linguistic and iconic techniques that could convey reduced harm, such as references to small, local or organic farming, eco-friendly practices, and plant, farming and other nature-related imagery. CONCLUSIONS:American Spirit ads use a wide range of marketing techniques to convey a natural product image, which could subsequently communicate reduced harm.

SUBMITTER: Moran MB

PROVIDER: S-EPMC5342944 | biostudies-literature | 2017 Mar

REPOSITORIES: biostudies-literature

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Use of imagery and text that could convey reduced harm in American Spirit advertisements.

Moran Meghan Bridgid MB Pierce John P JP Weiger Caitlin C Cunningham Mary C MC Sargent James D JD

Tobacco control 20160908 e1

<h4>Background</h4>In 2015, the US Food and Drug Administration issued warning letters to three tobacco companies regarding use of the terms 'natural' and/or 'additive-free' to describe their products, as these terms inaccurately convey reduced harm. Yet, tobacco companies engage in a variety of alternate techniques to attempt to convey the same 'natural' (and thus reduced harm) message. It is critical to monitor these practices to inform regulatory action.<h4>Objective</h4>To describe the marke ...[more]

PMID: 27609781

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Project description:ObjectivesConduct a head-to-head experimental test of responses to alcohol harm reduction advertisements developed by alcohol industry Social Aspects/Public Relations Organisations (SAPROs) versus those developed by public health (PH) agencies. We hypothesised that, on average, SAPRO advertisements would be less effective at generating motivation (H1) and intentions to reduce alcohol consumption (H2) but more effective at generating positive perceptions of people who drink (H3).DesignOnline experiment with random assignment to condition.Participants2923 Australian adult weekly drinkers (49% high-risk drinkers) recruited from an opt-in online panel.InterventionsParticipants viewed 3 of 83 advertisements developed by PH agencies (n=2174) or 3 of 28 advertisements developed by SAPROs (n=749).Primary outcome measuresParticipants reported their motivation to reduce the amount of alcohol consumed; behave responsibly and/or not get drunk; and limit their drinking around/never supply to minors, as well as intentions to avoid drinking alcohol completely; reduce the number of drinking occasions; and reduce the amount of alcohol consumed per occasion. Participants also reported their perceptions of people who drink alcohol on six success-related items and four fun-related items.ResultsCompared with drinkers exposed to PH advertisements, those exposed to SAPRO advertisements reported lower motivation to reduce the amount of alcohol consumed (β=-0.091, 95% CI -0.171 to -0.010), and lower odds of intending to avoid alcohol completely (OR=0.77, 0.63 to 0.94) and to reduce the amount of alcohol consumed per occasion (OR=0.82, 0.69 to 0.97). SAPRO advertisements generated more favourable fun-related perceptions of drinkers (β=0.095, 0.013 to 0.177).ConclusionsThe alcohol harm reduction advertisements produced by alcohol industry SAPROs that were tested in this study were not as effective at generating motivation and intentions to reduce alcohol consumption as those developed by PH organisations. These findings raise questions as to whether SAPROs should play a role in alcohol harm reduction efforts.

Project description:Discrimination in the workplace is illegal, yet discriminatory practices remain a persistent global problem. To identify discriminatory practices in the workplace, job advertisement analysis was used by previous studies. However, most of those studies adopted content analysis by manually coding the text from a limited number of samples since working with a large scale of job advertisements consisting of unstructured text data is very challenging. Encountering those limitations, the present study involves text mining techniques to identify multiple types of direct discrimination on a large scale of online job advertisements by designing a method called Direct Discrimination Detection (DDD). The DDD is constructed using a combination of N-grams and regular expressions (regex) with the exact match principle of a Boolean retrieval model. A total of 8,969 online job advertisements in English and Bahasa Indonesia, published from May 2005 to December 2017 were collected from bursakerja-jateng.com as the data. The results reveal that the practices of direct discrimination still exist during the job-hunting process including gender, marital status, physical appearances, and religion. The most recurrent type of discrimination which occurs in job advertisements is based on age (66.27%), followed by gender (38.76%), and physical appearances (18.42%). Additionally, female job seekers are found as the most vulnerable party to experience direct discrimination during recruitment. The results exhibit female job seekers face complex jeopardy in particular job positions comparing to their male counterparts. Not only excluded because of their gender, but female job seekers also had to fulfil more requirements for getting an opportunity to apply for the jobs such as being single, still at a young age, complying specific physical appearances and particular religious preferences. This study illustrates the power and potential of optimizing computational methods on a large scale of unstructured text data to analyze phenomena in the social field.

Dataset Information

Use of imagery and text that could convey reduced harm in American Spirit advertisements.

Publications

Use of imagery and text that could convey reduced harm in American Spirit advertisements.

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