The tobacco industry is attacking women and young people in the South,
encouraging them to smoke using North American images. They are promoting
the idea that smoking makes you more Westernized.
In many countries women are fighting for equal rights. Tobacco companies
exploit this struggle by selling the idea of freedom and independence.
The Virginia Slims “Find Your Voice” campaign tries to convince
women that smoking will make them powerful and equal to men.
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Here is another example of “selling independence”. This ad
is from the Middle Eastern country of Qatar. It is for a French brand
of cigarettes with the slogan “Liberty Toujours”, which means
“Freedom Always”. |
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Another Western value that the tobacco industry uses to sell their
product in other countries is the idea of money and wealth. This Nigerian
brand of cigarette is called Aspen, it is named after a rich, US resort
city. The Aspen ad campaign promotes the image of rich, business-class
men |
All ads from the Tobacco Free Kids Ad Gallery 7
| Smoking rates among male Korean teenagers rose from 18%
to 30% in one year after the entry of US tobacco companies. Female
rates increased from less then 2% to 9% 8
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Just as we are affected by the media in North America, Western advertising
is obviously having an effect throughout the world. |
