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Tobacco industry targeting youth in Argentina

机译：面向阿根廷青年的烟草业

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Background/aim: Argentina has one of the highest cigarette smoking rates among both men and women in the Americas and no legislated restrictions on tobacco industry advertising. The tobacco industry has traditionally expanded markets by targeting adolescents and young adults. The objective of this study was to determine whether and how the tobacco industry promotes cigarettes to adolescents in Argentina. Methods: We conducted a systematic search of tobacco industry documents available through the internet dated between 1995 and 2004 using standard search terms to identify marketing strategies in Argentina. A selected review of the four leading newspapers and nine magazines with reported high readership among adolescents was completed. The selected print media were searched for tobacco images and these were classified as advertisements if associated with a commercial product or as a story if not. Results: The tobacco industry used market segmentation as a strategy to target Argentinean consumers. British American Tobacco (BAT) undertook a young adult psychographic study and classified them as "progressives", "Jurassics" or "conservatives" and "crudos" or "spoiled brats". BAT marketed Lucky Strike to the "progressives" using Hollywood movies as a vehicle. The tobacco industry also targeted their national brands to the conservatives and linked these brands with "nationalistic values" in advertising campaigns. Philip Morris promoted Marlboro by sponsoring activities directed at young people and they launched the 10 cigarettes packet as a starter vehicle. Conclusions: The tobacco industry used psychographic segmentation of the population and developed advertising strategies focused on youth. Tobacco control researchers and advocates must be able to address these strategies in counter-marketing interventions.
机译：背景/目标：阿根廷是美洲男性和女性中吸烟率最高的国家之一，对烟草业的广告没有立法限制。烟草业传统上以青少年和年轻人为对象来扩展市场。这项研究的目的是确定烟草业是否以及如何在阿根廷向青少年推广香烟。方法：我们使用标准搜索词对1995年至2004年之间通过互联网可获得的烟草业文件进行了系统搜索，以确定阿根廷的营销策略。已完成对四种主要报纸和九种杂志的报道，这些报道在青少年中有很高的读者群。在选定的印刷媒体上搜索烟草图像，如果与商业产品相关，则将其分类为广告，否则将其分类为故事。结果：烟草业使用市场细分作为针对阿根廷消费者的战略。英美烟草公司（BAT）进行了一项年轻的成年人心理研究，并将其分类为“进步主义者”，“侏罗纪学者”或“保守主义者”以及“骗子”或“变坏小子”。英美烟草利用好莱坞电影作为媒介，将“幸运罢工”推向了“进步派”。烟草业还把他们的民族品牌作为保守派的目标，并在广告活动中将这些品牌与“民族主义价值观”联系起来。菲利普·莫里斯（Philip Morris）通过赞助针对年轻人的活动来促进万宝路，他们推出了10支装香烟作为入门工具。结论：烟草业利用人口的心理细分，并制定了针对青年的广告策略。控烟研究人员和倡导者必须能够在反营销干预措施中解决这些策略。

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