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KMID : 1138720200460040011
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Korean Public Health Research
2020 Volume.46 No. 4 p.11 ~ p.23
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Content analysis of heated tobacco products on magazine advertisement in South Korea
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Kim Hye-Jung
Hwang Ji-Eun
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Abstract
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Objective: Heated tobacco products competition in Korean market has been accelerated since IQOS, glo, and lil were launched in 2017. This study content analyzed the magazine advertisements of these heated tobacco products to explore if implicit health information or any other factors diminishing risk perception on smoking is contained.
Methods: The print magazine advertisements of the top three heated tobacco products -IQOS, GLO and lil- were content analyzed in terms of product representation, interaction between product and model, verbal implicit health information (impressionistic or factual), visual implicit health information and health warnings. A total of 42 advertisements were used in the final analysis with 12 cases (28.6%) in IQOS, 21 cases (50.0%) in GLO and 8 cases (21.4%) in lil excluding overlapping ads within the same period.
Results: In result of contents analysis, 95.2% of all units of analysis contained verbal implicit information that weakening smoking risk perception, and the frequency of factual information was followed by technology, smell, additional information, taste, design, sales information, price, and size. In particular, the factual information regarding design and size differed significantly among tobacco companies. In addition, only 88.1% of the advertisements contained health warnings, but all of them were less than 20% of the page, which is not comply with the legal standard of 33%.
Conclusions: This study figured out that heated tobacco product advertisements include implicit clues which can make smoking less harmful and neutralize the effect of health warnings. Therefore, strong measures against advertising heated tobacco products including electronic devices should be taken and a systematic monitoring system should be in place for surveillance on tobacco companies’ marketing activities
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KEYWORD
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Tobacco Products, Smoking, Heated Tobacco Products, Content Analysis, Tobacco Advertisement
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FullTexts / Linksout information
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Listed journal information
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