This Article  • References  • Full text PDF  • Send to a friend  • Save in My Folder  • Save to citation manager  • Permissions  Citing Articles  • Citation map  • Citing articles on HighWire  • Contact me when this article is cited  Related Content  • Similar articles in JAMA  Social Bookmarking   What's this?

Evidence From California

John P. Pierce, PhD; Elizabeth Gilpin, MS; David M. Burns, MD; Elizabeth Whalen, MA; Bradley Rosbrook, MS; Donald Shopland; Michael Johnson, PhD

JAMA. 1991;266(22):3154-3158.

Abstract
Objective.
—To evaluate whether tobacco advertising encourages teenagers younger than 18 years to start smoking.

Design.
—Comparison of 1990 California telephone survey data with data from a 1986 national telephone survey (both used a random-digit dialing system); 95% confidence intervals were calculated. To test our hypothesis, we considered whether the perception of advertising was related to age, whether the pattern of market share across age and sex groups followed the pattern of perceived advertising, and whether changes in market share paralleled changes in advertising as perceived by the youngest age group.

Participants.
—There were 24296 adults and 5040 teenagers.

Results.
—The most advertised brands of cigarettes were Marlboro, according to 33.6% of adults and 41.8% of teenagers, and Camel, according to 13.7% of adults and 28.5% of teenagers—named most often by 12- to 13-year-olds (34.2%). The brands that were purchased most often were Marlboro and Camel. Together these were the brands of choice of 79.9% of males and 85% of females aged 12 through 17 years. Marlboro's market share increased in youths and young adults up to age 24 years and then decreased gradually with age; Camel's market share decreased abruptly with age: it was the brand of choice of 24.5%±5.8% of males aged 12 through 17 years but was chosen by only 12.7%±3.6% of males aged 18 through 24 years; for females, 21.7%±13.7% aged 12 through 17 years chose Camels, while only 5.5%±3.2% aged 18 through 24 years preferred this brand. Both Marlboro and Camel brands had a higher market share in California in 1990 compared with that for the United States in 1986. Of interest is that the market share for Camel increased among the younger smokers but was more evenly distributed for Marlboro.

Conclusions.
—Perception of advertising is higher among young smokers; market-share patterns across age and sex groups follow the perceived advertising patterns; and changes in market share resulting from advertising occur mainly in younger smokers. Cigarette advertising encourages youth to smoke and should be banned.

(JAMA. 1991;266:3154-3158)

Author Affiliations
From the Population Studies for Cancer Prevention, University of California, San Diego (Drs Pierce and Burns, Mss Gilpin and Whalen, and Mr Rosbrook); the National Cancer Institute, Bethesda, Md (Mr Shopland); and the Tobacco Control Section, California Department of Health Services, Sacramento (Dr Johnson).

Footnotes
Reprint requests to Population Studies for Cancer Prevention, University of California, 2251 San Diego Ave, Suite B-111, San Diego, CA 92110 (Dr Pierce).

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter     What's this?

THIS ARTICLE HAS BEEN CITED BY OTHER ARTICLES

Changes in Youth Smoking, 1976-2002: A Time-Series Analysis
Pampel and Aguilar
Youth Society 2008;39:453-479.
ABSTRACT  

A difference that makes a difference: young adult smokers' accounts of cigarette brands and package design
Scheffels
Tobacco Control 2008;17:118-122.
ABSTRACT | FULL TEXT  

Receptivity to Tobacco Advertising and Promotions Among Young Adolescents as a Predictor of Established Smoking in Young Adulthood
Gilpin et al.
AJPH 2007;97:1489-1495.
ABSTRACT | FULL TEXT  

Why are urban Indian 6th graders using more tobacco than 8th graders? Findings from Project MYTRI
Stigler et al.
Tobacco Control 2006;15:i54-i60.
ABSTRACT | FULL TEXT  

Unsafe driving in North American automobile commercials
Shin et al.
J Public Health (Oxf) 2005;27:318-325.
ABSTRACT | FULL TEXT  

The most important and influential papers in tobacco control: results of an online poll
Chapman
Tobacco Control 2005;14:e1-e1.
FULL TEXT  

The Dirty Dozen: 12 Myths That Undermine Tobacco Control
Frieden and Blakeman
AJPH 2005;95:1500-1505.
ABSTRACT | FULL TEXT  

How effective are tobacco industry bar and club marketing efforts in reaching young adults?
Gilpin et al.
Tobacco Control 2005;14:186-192.
ABSTRACT | FULL TEXT  

Adolescent smoking decline during California's tobacco control programme
Pierce et al.
Tobacco Control 2005;14:207-212.
ABSTRACT | FULL TEXT  

Are marketing campaigns in Taiwan by foreign tobacco companies targeting young smokers?
Wen et al.
Tobacco Control 2005;14:i38-i44.
ABSTRACT | FULL TEXT  

How Did the Master Settlement Agreement Change Tobacco Industry Expenditures for Cigarette Advertising and Promotions?
Pierce and Gilpin
Health Promot Pract 2004;5:84S-90S.
ABSTRACT  

Population Receptivity to Tobacco Advertising/ Promotions and Exposure to Anti-Tobacco Media: Effect of Master Settlement Agreement in California: 1992-2002
Gilpin et al.
Health Promot Pract 2004;5:91S-98S.
ABSTRACT  

A Means to an End: Slim Hopes and Cigarette Advertising
Boyd et al.
Health Promot Pract 2003;4:266-277.
ABSTRACT  

The potential of the internet as a medium to encourage and discourage youth tobacco use
Ribisl
Tobacco Control 2003;12:i48-59.
ABSTRACT | FULL TEXT  

Tobacco Control for Clinicians Who Treat Adolescents
Sargent and DiFranza
CA Cancer J Clin 2003;53:102-123.
ABSTRACT | FULL TEXT  

Sexual Content of Advertisements and the Smoking Process in Adolescents*
Sansores et al.
Chest 2002;121:2016-2022.
ABSTRACT | FULL TEXT  

Cigarette advertising in magazines: the tobacco industry response to the Master Settlement Agreement and to public pressure
Hamilton et al.
Tobacco Control 2002;11:ii54-58.
ABSTRACT | FULL TEXT  

Interacting Effects of Depression and Tobacco Advertising Receptivity on Adolescent Smoking
Tercyak et al.
J Pediatr Psychol 2002;27:145-154.
ABSTRACT | FULL TEXT  

How cigarette design can affect youth initiation into smoking: Camel cigarettes 1983-93
Wayne and Connolly
Tobacco Control 2002;11:i32-39.
ABSTRACT | FULL TEXT  

Cigarette advertising and promotional strategies in retail outlets: results of a statewide survey in California
Feighery et al.
Tobacco Control 2001;10:184-188.
ABSTRACT | FULL TEXT  

Cartoon Characters as Tobacco Warning Labels
Duffy and Burton
Arch Pediatr Adolesc Med 2000;154:1230-1236.
ABSTRACT | FULL TEXT  

Smoking Cessation
Rennard and Daughton
Chest 2000;117 :360S-364S.
ABSTRACT | FULL TEXT  

Smoke signs: patterns of tobacco billboard advertising in a metropolitan region
Luke et al.
Tobacco Control 2000;9:16-23.
ABSTRACT | FULL TEXT  

Trust? No---verify
Slade
Tobacco Control 1999;8:240-241.
FULL TEXT  

Tobacco and Alcohol Use in G-Rated Children's Animated Films
Goldstein et al.
JAMA 1999;281:1131-1136.
ABSTRACT | FULL TEXT  

Sharing the blame: smoking experimentation and future smoking-attributable mortality due to Joe Camel and Marlboro advertising and promotions
Pierce et al.
Tobacco Control 1999;8:37-44.
ABSTRACT | FULL TEXT  

Cigarette Continuity Programs and Social Support for Smoking
Sumner II et al.
Arch Fam Med 1998;7:264-268.
ABSTRACT | FULL TEXT  

Adolescents' responses to cigarette advertisements: links between exposure, liking, and the appeal of smoking
Arnett and Terhanian
Tobacco Control 1998;7:129-133.
ABSTRACT | FULL TEXT  

Predictors of Smoking Cessation in Adolescents
Sargent et al.
Arch Pediatr Adolesc Med 1998;152:388-393.
ABSTRACT | FULL TEXT  

Tobacco Industry Promotion of Cigarettes and Adolescent Smoking
Pierce et al.
JAMA 1998;279:511-515.
ABSTRACT | FULL TEXT  

Cigarette Promotional Items in Public Schools
Sargent et al.
Arch Pediatr Adolesc Med 1997;151:1189-1196.
ABSTRACT  

Magazines Containing Tobacco Advertisements: Proscription Not Subscription
Hurt and Kottke
JAMA 1997;278:117-117.
ABSTRACT  

The Food and Drug Administration's Rule on Tobacco: Blending Science and Law
Kessler et al.
Pediatrics 1997;99:884-884.
FULL TEXT  

FDA Regulation of Tobacco Advertising and Youth Smoking: Historical, Social, and Constitutional Perspectives
Gostin et al.
JAMA 1997;277:410-418.
ABSTRACT  

Media Advocacy: A Strategy for Advancing Policy and Promoting Health
Wallack and Dorfman
Health Educ Behav 1996;23:293-317.
ABSTRACT  

Large-Scale Environmental Risk Factors for Substance Use
WILLS et al.
American Behavioral Scientist 1996;39:808-822.
ABSTRACT  

Preventing adolescent smoking: a review of options
Stead et al.
Health Education Journal 1996;55:31-54.
 

Environmental and Policy Interventions to Control Tobacco Use and Prevent Cardiovascular Disease
Brownson et al.
Health Educ Behav 1995;22:478-498.
ABSTRACT  

A Smoking Intervention Program for Primary Four Students in Hong Kong: What it can and cannot achieve
Betson et al.
Asia Pac J Public Health 1995;8:13-19.
ABSTRACT  

Changes in the Cigarette Brand Preferences of Adolescent Smokers--United States, 1989-1993
JAMA 1994;272:843-844.
 

The Human Costs of Tobacco Use- Second of Two Parts
MacKenzie et al.
NEJM 1994;330:975-980.
FULL TEXT  

Smoking Initiation by Adolescent Girls, 1944 Through 1988: An Association With Targeted Advertising
Pierce et al.
JAMA 1994;271:608-611.
ABSTRACT  

Criteria for Evaluating a Ban on the Advertisement of Cigarettes: Balancing Public Health Benefits With Constitutional Burdens
Gostin and Brandt
JAMA 1993;269:904-909.
ABSTRACT  

Removing the Incentive to Sell Kids Tobacco: A Proposal
Glantz
JAMA 1993;269:793-794.
ABSTRACT  

Tobacco Dependence and the Nicotine Patch: Clinical Guidelines for Effective Use
Fiore et al.
JAMA 1992;268:2687-2694.
ABSTRACT  

Tobacco: Promotion and Smoking
Males
JAMA 1992;267:3282-3282.
ABSTRACT  

Mexico! It's Marlboro Country
Cornbleet
JAMA 1992;267:3286-3286.
ABSTRACT  

Comparison of the Cigarette Brand Preferences of Adult and Teenaged Smokers--United States, 1989, and 10 US Communities, 1988 and 1990
JAMA 1992;267:1893-1896.
 

TOBACCO ADVERTISING AFFECTS CHILDREN
JWatch General 1991;1991:2-2.
FULL TEXT  

Tobacco Marketing: Profiteering From Children
Waxman
JAMA 1991;266:3185-3186.
ABSTRACT