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Brian A. Primack, MD, EdM, Department of Family Medicine, University of Pittsburgh School of Medicine, 373 Burrows Street, Pittsburgh, PA 15213, 412-383-1550, bprimack@pitt.edu
Background. Smoking is the leading cause of morbidity and mortality in the US, and African-Americans currently bear the greatest burden of smoking-related death and illness. Mass communications aimed at African-Americans may significantly impact their smoking behavior. Methods. The medical and public health literature was searched for journal articles involving mass communication, smoking, and African-Americans. After supplementing the search with studies suggested by leaders in the field and studies found in reference lists, specific criteria were used to identify relevant material. Results. Seventeen prospective, cross-sectional, or descriptive studies focusing on the impact of both pro-tobacco and anti-tobacco mass communication messages on African-Americans were identified. Most studies involved adolescent subjects. The prospective studies found that although African-Americans are less likely than other youth to progress to regular smoking, they are susceptible to the persuasion of mass communication. Many descriptive and cross-sectional studies highlight the targeting of the African-American community with both increased tobacco-related advertising and the inclusion of certain marketing elements popular with African-Americans. Discussion. The tobacco industry targets African-Americans by subjecting them to disproportionate amounts of advertising and by carefully crafting messages to suit their tastes. Although African-Americans are susceptible to tobacco marketing, factors such as “group pride” and reduced advertising receptivity may play a protective role. Anti-smoking mass communications should make more frequent use of successful marketing techniques developed by the tobacco industry. More research should be done on the effects of mass communications on African-American smoking behavior. In particular, prospective studies and studies involving young adults should be emphasized.
Learning Objectives:
Keywords: Smoking, Marketing
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.