228 



MESSAGE CIGARETTE .ADVERTISING IS TRYING TO GET ACROSS 

 - Terms like "low tar," "low nicotine," 'lower vield" - 



Smoke 



Cigarettes 



The brand is safer 



Trying to sell them 



False/misleading advertisement 



Healthier 



Keep smoking/encourage you to smoke 



Less harmful/dangerous 



That it is not bad for you 



The brand is less addictive 



It's okay to smoke 



Bad for your health/warnings 



Less cancerous/won't cause cancer 



Not to smoke/stop smoking 



Start smoking 



Makes it look attractive/fashionable 



Ignoring possible health risks 



The brand tastes better 



Low tar 



Mil 

 % 



49 



S 



4 

 4 



3 

 2 

 2 

 2 



2 

 2 



Smoke 



Any 

 X 



46 



8 



4 



3 



2 



2 



2 



Non- 

 Smoker 

 X 



49 



4 



4 



5 



3 



3 



2 



2 



2 



(continued. . .) 



