Not just a simple advertisement
Those, who are going to quit smoking, usually are not recommended to watch movies or TV programs, because exactly movies and some programs cultivate smoking rituals and symbols.
In 1927, when sound-films appeared – smokers appeared on screen. Now it´s common knowledge what did it cost this industry. They say there was a question for directors how to occupy actors during conversations. And they put cigarettes into their hands. We can remember the scenes when a man lights up cigarettes for him and his lady, when the heroes smoke and it looks strikingly. The new sphere of “cigarette erotic” in movie was opened.
Sometimes, for the hour and a half we can see more than 20 cigarettes in the movie, i.e. on average heroes smoke every 4-5 minutes. It´s too much for the real life. By the way, the same disproportionate picture is represented in alcoholic drinks´ consumption. Drinks and smoking are shown in the movie 10-20 times oftener than it would happen in reality.
The show of tobacco brands even during several minutes in Hollywood movie costs approximately $100-300 thousand. Only due to the pressure of community, Hollywood limited smokers´ showing.
Tobacco Companies began to sponsor sport events since 1971, when the translation of tobacco advertisement was forbidden. This maneuver turned to be extremely successful. Sport events, world cups are watched by the whole families. Subconsciously, tobacco brand is associated with strong, prestigious, positive, with freedom. Tobacco sponsorship and moneyed assistance can´t be taken as a patronship, charity. First of all, it´s an effective placement in TV broadcasts.
Placing the advertisement in printing mass media, Tobacco Company often kills two birds with one stone – gets the rights to articles´ content. According to the content-analysis of the American media in 1992 magazines for women, which didn´t placed cigarettes advertisement, wrote about hazardous effect of smoking oftener than similar editions, which used cigarette advertisement. In newspapers, supported by tobacco companies, smoking is presented as pleasant habit, but not like a heavy addiction, as individual free choice, but not as a behavior, caused by pro-tobacco informational environment.
Tobacco advertising and sponsorship – extremely developed and high-paid sphere of activity. Hardly advertisers refuse tobacco superprofits.