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Perception of Cigarette Advenismg Messages 



The Questions: Besides selling the product, what message do you think cigarette 



advertising is trying to get across when it uses terms like low tar low 

 nicotine, or lower yield? What else? 



And what message do you think cigarette advertising is trying to get 

 across when it uses words such as slim, ultrathin, no fat smoke, super 

 slim? What else? 



Slightly less than half (49%) say cigarette advertising that uses terms such as 

 "low tar," "low nicotine" or "low yield" is trying to convey the message that their 

 cigarettes are safer. Both smokers and nonsmokers hold the same opinion with regard 

 to this advertising. 



There is less consensus regarding cigarette advertising that uses terms such as 

 "slim." "ultrathin" or "no fat smoke." One in eight (12%) say this type of statement 

 tries to suggest the brand has fewer harmful ingredients. As many (11%) say the 

 message the advenising is trying to convey is that the cigarettes will help you keep 

 from gaining weight. Again, there is little difference in opinion between smokers and 

 nonsmokers. 



