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. 2017 Mar;26(e1):e68-e70.
doi: 10.1136/tobaccocontrol-2016-053251. Epub 2016 Sep 8.

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

Meghan Bridgid Moran  1 , John P Pierce  2 , Caitlin Weiger  1 , Mary C Cunningham  1 , James D Sargent  3
Affiliations

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

Meghan Bridgid Moran et al. Tob Control. 2017 Mar.

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.

Keywords: Advertising and Promotion; Packaging and Labelling; Surveillance and monitoring.

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