recognized the high value of passive advertising through entertainment media
for a long time. The industry experts know
the tobacco business largely depend on social acceptance. And as social construct is a continuum, the acceptance
needs to be manufactured constantly. The
best probable way to control the pop culture landscape is through movies. Tobacco marketing and Hollywood market thrived
simultaneously, preaching an agenda good for their business but dangerous for the
80 years Hollywood has helped the tobacco industry to make millions of people
addicted to it by direct marketing in the movies that portrayed smoking as adventurous,
glamorous, sign of sophistication and as a bold act. Smoking has been associated with fun,
excitement, money, and power and as a way of expressing rebellion and
movies like Casablanca are cult classics.
Most of the audience are teenagers and school-goers, enjoying many
scenes that adulate smoking. Almost all the popular actors in Hollywood during
the golden age were sponsored by Tobacco companies at some point. Some of the
top Hollywood personas to promote tobacco were Clark Gable, Cary Grant, Al
Jolson, Joan Crawford, John Wayne, Bette Davis and Betty Grable. Not only in the golden era, modern Hollywood movies
still are carrying the agenda to promote smoking though film discourse. It is not uncommon to find a scene in today’s
films that encourages tobacco use as a positive characteristic trait.
rich, glamorous and sophisticated who smokes in the films, when in real life
it’s the depressed, poor and uneducated who does! And usually smoking is done in the movies at
a moment of thrill, joy and heightened spirit while in real life smoking goes on
with countless unproductive and unhealthy hours. It doesn’t even matter whether the good guys
or the bad guys are smoking. Psychology
says that the more smoking in the movies kids watch, the more likely they are
to pursue smoking.
industry goes long back to influence Hollywood. The power of film to establish
the social acceptance and craving of cigarette smoking, particularly among the
youth, is a continuing habit for the tobacco industry. The increase in tobacco consume
and the continuing appearance of specific brands in movies may reflect ongoing passive
advertising attempt by the tobacco industry, despite the industry’s voluntary
restrictions on such activity. Tobacco companies seems to be longtime liars and
deniers about their influence on media, so we can hardly turn to them for honesty.
something is done to decrease and wife off pro-tobacco imagery on film, film
will remain one of the most powerful forces in the world to promote smoking and
serving the tobacco industry’s financial interests.