Brief History of Tobacco Advertising to Women in Asia: Brief History of Tobacco Advertising to Women in Asia


Slide2: 1910s China BAT


Slide3: Pakistan: “male ads”


Slide4: Hong Kong- China border: “male” ads


Slide5: Malaysia, 1985 “all fun together” ads, featured the USA.


Slide7: 1985: 1st ads targeting women in Asia (Hong Kong)


Slide8: 1980s: first ads targeting women in Asia (Japan)


Slide9: Indonesia, 1990. First ads for women by national tobacco industry


Slide10: Vietnam, 1990 1st targeting of women


Slide11: Hong Kong, 1992 Female rock star


Slide12: Philippines, 1994 Tobacco industry calendar


Slide13: Japan, 1994 Ease of purchase by children


Slide14: Malaysia, 1995 Ad for TV Program


Slide15: Hong Kong, 1995 1st tobacco industry-sponsored school kits into Asia


Slide16: Hong Kong 1996 Tennis Open Half the fans are female.


Slide17: Hong Kong, 1997 Campaigning ad from Tobacco Institute


Slide18: Hong Kong, 1997 Salem Adventure games for boys & girls


Slide19: Hong Kong, 1998 Young men & women: romance and fun


Slide20: Philippines: Inflight magazine, 2002


Slide21: Targeting Asian women in the USA


Slide23: Thin-ness This model’s message is that cigarettes keep her thin.


Slide24: Smoking also appears in ads for other products.


Use of pretty promotion girls : Use of pretty promotion girls Examples: 1992 Philippines 1996 Vietnam 2001 Hong Kong 2001 Cambodia


Slide26: Philippines, 1992 Shopping mall promo. Use of pretty young women


Slide27: Philippines, 1992 Shopping mall. Use of pretty women


Slide28: Vietnam, HCM City, 1996 Use of pretty sales girls


Slide29: Hong Kong 2001


Slide30: Cambodia, 2001 Pretty sales girls


Slide31: Cigarettes are possibly the most marketed product in the world. Global expenditure on tobacco promotion is in US$ tens of billions each year. Tobacco companies market to Asian women, including advertising that equates smoking with health, popularity, emancipation, and being slim; gifts; long, slim, white & menthol cigarettes. Key Messages


Slide32: Tobacco companies have been marketing to women in Asia for 25 years. Tobacco companies fund women’s organizations, sports, arts, and special projects that target women and girls as a way of promoting tobacco. Key Messages


Slide33: Hollywood and Big Tobacco Philip Morris paid $350,000 to get cigarettes featured in the James Bond movie "A License to Kill.” In 2002, after a gap of 13 years, James Bond is smoking again in “Die Another Day.” Although very few Asian teenagers smoke, 57% of their counterparts in movies puff away. Movie Facts—A Smoking Gun?


Slide34: “Exemplar” Kung-fu actor Jackie Chan: Hong Kong, 2001


Slide35: Harvard School of Public Health analyzed five films featuring 10 popular actresses. Smoking behavior was depicted on-screen 28% of the time. Women in lead or supporting roles were more likely to smoke than men. Movie characters of both sexes smoked more than the general population. Women Smoking in Movies


Slide36: Movies made in Asia India: promo for film “Soach”


Slide37: Examples of Recent Ads India


Slide38: Examples of Recent Ads India


Slide39: Examples of Recent Ads India


Slide40: Examples of Recent Ads India


Slide41: Examples of Recent Ads India


Slide42: Examples of Recent Ads India


Slide43: Examples of Recent Ads India


Slide44: Examples of Recent Ads India


Slide45: Examples of Recent Ads India


Slide46: Examples of Recent Ads Thailand