Open AccessFrom Promotion to Cessation: Masculinity, Race, and Style in the Consumption of Cigarettes, 1962–1972
Author(s) -
Cameron White,
John L. Oliffe,
Joan L. Bottorff
Publication year - 2013
Publication title -
american journal of public health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.284
H-Index - 264
eISSN - 1541-0048
pISSN - 0090-0036
DOI - 10.2105/ajph.2012.300992
Subject(s) - masculinity , consumption (sociology) , race (biology) , style (visual arts) , promotion (chess) , psychological intervention , psychology , health promotion , survey data collection , social psychology , advertising , medicine , sociology , public health , gender studies , political science , geography , social science , politics , statistics , nursing , mathematics , archaeology , psychiatry , law , business
In the United States, analysis of survey data provided by projects such as the National Health Interview Survey and the Youth Tobacco Survey has revealed the extent to which cigarette consumption patterns are influenced by gender and race. Taking our lead from a broader field of research that analyzed the sociological characteristics of cigarette consumption, we analyzed these intersections between race and gender through a study of masculinity and style in Marlboro and Kool cigarette advertisements during the 1960s and 1970s. We focused on this period because it was then that the racial bifurcation of cigarette consumption practices first became apparent. We suggest that style provides both a theoretical framework and methodology for understanding how and why White American and African American male consumers learned to consume in different ways. We also argue that the analysis of tobacco consumption in terms of masculinity and style provides a useful method for approaching the design of antismoking interventions.