095STUT DOC

Transcription

1 Media literacy education of tobacco advertisements on juveniles anti-tobacco belief

2

3

4 iv ,000 80%

5 Abstract Smoking is not a personal behavior, but a primary global sanitarian issue. World Health Organization [WHO] indicates that smoking is the second reason of causing death, and one-third cancers are related to it. Among the 1300 million smokers, 300 million are teenagers and children. There are 6,000 juveniles who start to smoke everyday, and half of them become habitual user. Over 80% juveniles are influenced by the tobacco advertisements. Framework Convention on Tobacco Control [FCTC] shows that enhancing anti-tobacco education, propaganda, training and common cognitive is necessary. In Taiwan, 40% juveniles start smoking at school; it reveals that anti-tobacco education is something we must do. Therefore, this research used semiology to analyze the collected advertisements and cigarette-packs, and performed focus group by doing a series of tobacco advertisements media literacy education to elementary, junior high, and senior high school students for conferring their anti-tobacco belief. This research found that the advertisements and packs indeed have some factors to fascinate juveniles, including offering the special or limited edition packs, and using attractive copy, colors and portraits. This research also found that media literacy education does have a function to make juveniles to speculate the purposes of advertisements, strengthen the belief of anti-tobacco, and reduce the inclinations of smoking. Keyword: tobacco advertisement, media literacy, juvenile, semiology. v

6 vi ( ) PHP Flash LuLu IvyJessica

7 vii

8 ... iv... vi...viii... xi...xiii viii

9 ix

10 A x

11 2.1 WHO ( ) (1997) ( ) ( ) ( ) ( ) xi

12 xii

13 Mild Seven Outdoor Quest F BBS BBS GENTLE Davidoff Dunhill Marlboro...77 xiii

14 Mild Seven Pall Mall (Longlife Gentle) ( ) DUNHILL & Marlboro ( ) ~ BOSS Cigaronne Cigaronne Cigaronne CandleLight Davidoff Davidoff Davidoff DUNHILL DUNHILL DUNHILL DUNHILL S.T. Dupont LIGGETT-DUCAT L&M L&M L&M Marlboro Marlboro Marlboro xiv

15 Marlboro MILD SEVEN OUTDOOR QUEST LOGO Mild Seven Mild Seven PIANISSIMO Vogue Longlife Gentle GENTLE GENTLE xv

16 JTI Black Devil xvi

17 (World Health Organization [WHO]) % 55.8% 20%(Morbidity and Mortality Weekly Report [MMWR], 2006; WHO, 2007b) WHO % (Jenkins, 2003; WHO, 2006a, 2006b, 2006) 1.1 1

18 20 (WHO, 2006a) 2004 (Tobacco and Poverty: A Vicious Circle) (Tobacco) (Poverty) (Death) (Deception) (Disease) (Disability) (Hunger) (WHO, 2004a ) (WHO, 2006a) ( 2007) 60% 40% 4.5% ( 2006a2006c2006d) % 5 24 ( 2007) (2004) % % 4.2% 10 ( 2006b2006e2006f) 2

19 3 1.2 (Buerger's disease)( ) (WHO, 2006b) 30% ( 2002) ( ) 4,420 ( ) ( ) ( 2004) Media Literacy ( 2002)

20 4 (2003) (2004) WHO ( ) ( 2007) 18 ( 2004)

21 5 ( 2006) ( 2005a) 30%~50% 50% (1.2-1) ( 2003) ( )

22

23 (Media Literacy) (Tobacco and poverty: a vicious circle) WHO ( ) 1990 Childhood and youth without tobacco: growing up without tobacco 1992 Tobacco free workplaces: Safer and healthier 1994 Media and tobacco: Get the message across 1996 Sport and art without tobacco: Play it tobacco free Public places and transport: Better be tobacco free 1993 Health services: Our windos to a tobacco free world 1995 Tobacco costs more than you think 1997 United for a tobacco free world 1998 Growing up without tobacco 1999 Leave the pack behind 2000 Tobacco kills, don't be duped 2001 Second-hand smoke kills 2002 Tobacco free sports Play it clear 2003 Tobacco free film, tobacco free 2004 Tobacco and poverty: A vicious circle 2006 Tobacco: Deadly in any form or disguise fashion 2005 The role of health professionals on tobacco control 2007 Smoke-free inside create and enjoy 100% smoke-free enviroments World Health Organization [WHO] (

24 (Tobacco: deadly in any form or disguise) Mild, Light, Super Light, Ultra Light... ( ) Low Tar ( ) % 56 (Framework Convention on Tobacco Control [ FCTC]) ( Nasdaq, 2005) ( 2005) ( Chow, et al., 2005) ( 2006) 440,000 ( 2005) ( 2004aYomiuri, 2004) (Subramanian, Nandy, 8

25 Kelly, Gordon & Smith, 2004) % 26.3% % 23.7%(Agence France Presse [AFP], 2005) (European Network for Smoking Prevention [ENSP]) (2006Expatica, 2004) 16 (The Copenhagen Post, 2004) % 9% %14%(Rosbalt, 2003) 1998 (Self-regulation) (Carvel, 2004; The Lancet, 2003; Woolf, 2004) ( 2007) % 66, (6.5 ) 9

26 % 22% (DW World, 2003) % 18% 20% 17% %(Statistics Canada, 2004) % (British Broadcasting Corporation [BBC], 2005) 2.2 (Framework Convention on Tobacco Control) (WHO, 2006c)

27 (WHO, 2007a) ( 2005) 2005 (WHO, 2006e) 11

28 18 (a) (b) (c) (d) ( 2002) ( 2005) Marlboro 12

29 ( ) ( 2005a 2004b) Judith Mackay 18 ( World Bank1999) ( 2004) % %( 2006) (Packaging and labelling of tobacco products) (a) (b) 13

30 (1) (2) (3) (4) 50% 30%(5) (2.2) ~ ~ (

31 ) 60 ( 2005) ( 2006) ( 2004)

32 ( ) (youth) (adolescence)

33 25 ( 2005) ( 2005) ( ) ( ) ( 1998) % 7% 3% ( 2006) % 11% 17% 4% 17

34 % ( 2005b 2004) %( 2005a) % % % 15.4% 13.88%( 15.9% 8.5%) (37.4%)( 2005) 88% 18 ( 2005b 2005b) 9.9% 19.9% 3.2% ( 2004) (2004) ( 2005) ( 2005) ( 1996) 28% 22.9% ( 2004b) 18

35 19 ( 2000) 18 ( 2006) (2004) (aestheticization) (Featherstone, ) ( 2004a) ( 2005) 65% 18

36 20 ( 2005) 2004 (APACT) 2 4 ( 2004a) ( 2004) ( ) 2.4 (2004) (2003)

37 21 (2002) ( ) ( 2005) ( 2003)

38 /09/ /02/ /06/ /11/ /04/ /06/ /09/ /12/ /12/ /04/ /06/19 3p /07/ /09/ JTI 2004/10/ /10/30 ( WHO 2001 tobacco free sports play it clear

39 ( 2005) 1997 (Mild Seven Outdoor Quest) (Raid Gauloises) (Eco Challenge) ( 2005) Mild Seven ( Mild Seven F1 Renault ) Mild Seven 2005 Mild Seven ( ) Mild Seven Outdoor Quest MountainZone.com 23

40 F1 (FIA) ( ) (Michael Schumacher. Driving Force) (Ferrari) (Marlboro) ( 2006a) ( 2003) 2004 Ferrari( PhilipMorris - Marlboro )McLaren( Imperial Tobacco )Renault( JTI - Mild Seven )Jordan( Gallaher - Benson&Hedges ) BAR( British American Tobacco, BAT ) (Mulvenney, 2005) Russell Hotten (1998)Formula One: The Business of Winning ( 1999) (1997) (Ferrari) ( ) ( ) (Marlboro) 5 29 (Jordan) Benson & Hedges (Benetton) (McLaren) (Williams) (Mild Seven) (West) (Rothmans) (Prost) Gauloises (BAR) (BAT) * ( F

41 ( 2004) ( 2006) F1 UpdateSport ( F1 25

42 2.4.3 (Atkin, ) ( ) ( ) (2004)1987~ ( ) MILD SEVEN Super Lights / PALL MALL Marlboro Lights MILD SEVEN S.T. Dupont Lights S.T. Dupont Lights BOSS Ultra Lights 9955 Salem Llights 9466 (Gentle) ACNielsen 26

43 ( 2004) ( ) ( ) (Altman, Slater, Albright & Maccoby, ) "Reducing the Health Consequences of Smoking, 25 years of progress"

44 ( 2005) ( p. 79) Davidoff BOSSDUNHILL Mild Seven L&M Pall Mall

45 ( ) DUNHILL DUNHILL dunhill Cartier S.T. Dopunt Marlboro

46 2.4.4 WHO 2003 tobacco free film, tobacco free fashion (2005) ( ) % 50 ( 21%) % ( 2003) ( 2005b) 30

47 39 ( ) ( ) 16 ( ) (James Bond) (Pierce Brosnan (Die Another Day)) 2004 (Resident Evil: Apocalypse) 2005 ( 2005) ACI-FIND ( 2003) (95%94) 10 31

48 14 (83%) ( 2007) ( ) BBS ( ) ( )

49 BBS BBS 33

50 2.5 (Cornu, 1992) (Eco, 1970) (Cristian Mets, 1972) (2.5) (Image) ( 2005) 2.5 Cornu (1992, p. 49) (2005p. 46) ( ) ( ) 34

51 2.5.1 (Durand, 1970) (1) (2) (3)

52 36 (2005p ) (icono-plastique) U (similarité et contiquité) (Meunier, 2004)

53 37 ( 2005p. 60) (Metz, 1977) (Lakoff, 1985) ( ) ( ) (Meunier, 2004) ( 2005p. 64) (Cornu, 1992) ( ) ( ) ( )

54 38 ( 2005p. 65) ( 2004) LEXUS (Verhaegen, 1993) ( 2005) Davidoff ( )

55 39 (Searle, 1980) () () () () ( 2005p. 191) ( ) ( ) ( ) ( ) ( 2005p. 186) ( ) (Meunier, 2004) ( 2005 p. 231) (Everaet-Desmedt, 1984)

56 (2.5.3) ( 2005p. 237) ( ) ( ) Everaet-Desmedt (1984, p. 189) (2005p. 238) 40

57 (Dyer, ) ( ) Mild Seven ( ) ( 2005) ( ) ( )

58 (2005p. 363) ( ) ( 2002)

59 (Berger, 1993) (2.5.4) ( ) Signifier(Shot) Definition ( ) Signified(Meaning) Close-up Face Only Intimacy Medium Shot Most of Body Personal Relationship Long Shot Setting and Characters Context, Scope, Public Distance Full Shot ( ) Full Body of Person Social Relationship Berger (1993, p. 26) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( 1990) (Kotler, ) 43

60 44 ( 1997) ( 1995)

61 (Fiske, ) (Saussure, ) (Pierce, ) (Roland Barthes, ) ( 2005p. 22) (2.5.6) (Fiske, ) ( ) ( ) 45

62 46 ( ) (Vivaldi: The Four Seasons) (Rimsky-Korsakov: Flight of the Bumble-Bee) (Fiske, ) ( ) TAIWAN M

63 47 ( = ) (myth) Fiske (Fiske, ) (Fiske, ) (Fiske, ) Marlboro

64 48 - (Lévi-Strauss) (Fiske, ) (Fiske, )

65 2.6 literacy (a skill) (accumulation for knowledge) ( ) (Media Literacy) (Potter, ) (Media Literacy) 1992 (National Leadership Conference on Media Literacy) (access) (analysis) (evaluate) (communicate) 1996 (National Communication Association, NCA) (Speaking, Listening and Media Literacy Standards) ( ) ( )

66 50 empowerment ( 2005) ( 2003) constructivism (Critical) Giddens ( ) (Reflective Skepticism)

67 ( 2003) ( ) (alternative communication) ( 2002) ( 2002) (2005) (2004) (liberating) (empowerment) (media advocacy 51

68 competency) Potter( ) ( ) Brown(2006) Austin, Chen, Pinkleton & Johnson(2006) (emotive teaching style) (fact-based lesson) Pinkleton, Austin, Cohen, Miller(2003) Beltramini & 52

69 53 Bridge(2002) ( 2003) (D. Buckingham) ( 2003) (H. Giroux) (Transformative Intellectuals) ( 2003)

70 See See DIY

71 55

72 ( ) ( A) 56

73 3.1 ( ) ( ) 3.1 ( ) ( ) 57

74 ( 2005)

75 / / 13. / / 18. / ( ) ( ) % 7.54% 18.57% 26.83% 2.63% 14.20% 17.33% % 7.67% 17.58% 26.80% 2.38% 14.17% 17.21% % 7.54% 15.70% 26.57% 2.86% 12.36% 20.35% % 7.00% 15.83% 26.52% 4.0% 12.36% 21.79% (2004, 2005)

76 ) 2004/Oct/Nov/Dec 1. GQ 2004/Nov/Dec 2005/Jan 2. Men's uno 2004/Nov/Dec 2005/Jan 3. men's style 2004/Nov/Dec 2005/Jan/Feb /Nov/Dec 2005/Jan /Nov/Dec 2005/Jan 6. SWEET 2004/Sep/Oct/Nov 7. ELLE () 2004/Nov/Dec 2005/Jan/Feb 8. Woman's 2004/Nov/Dec 2005/Jan 9. VIVI( ) 2004/Dec 10. Bella( 2005/Jan/Feb 11. Body( ) 2004/Oct/Nov/Dec (vol.72/73/74) 60

77 12. CASHBOX 2004/Mar/Jun/Jul/Oct /Nov/Dec 2005/Jan/Feb 13. LOOK 2004/Nov/Dec /1216/1223/1230 (vol ) /Jan-Dec 2005/0201/0215/ /Nov/Dec 2005/Jan/Feb /Oct/Nov/Dec (vol ) 18. Money() 2004/Oct/Nov/Dec Money() ( 2006) %( 2003) 15 ( 2006b) % %( 2006c) 61

78 ( ) ( )

79 3.4 Roger (focus group) 6 12 (Wimmer & Dominick, ) Roger (Wimmer & Dominick, )

80 (1999) QS

81 ~9 ( (50 ) ) POP PART POP

82 (01 14 ) (01 45 ) 3-5 Davidoff Café (20 ) MILD SEVEN TIMES (30 ) ) ( ) ( PART (02 24 ) 66

83 67 - (01 15 ) PART (01 42 ) min

84 (4.1-1) 70 (4.1-2) Slim( ) ( ) Black Devil BOSS Cartier Davidoff DJ-PEEL () DJ Mix ( ) DUNHILL Dupont () Fusion

85 LD LM Marlboro Mild Seven Pall Mall PARLIAMENT Peace Pianissimo SOBARNIE SALEM West Winston ESSE SALEM Slims Sobranie Slims Virginia Slims Vogue Slims () GENTLE Longlife-Gentle

86 GENTLE Slims ( ) Davidoff 8 Dunhill 12 Mild Seven 4 Marlboro 2 Pall Mall Longlife-Gentle

87 ( ) ( )

88 PEEL DJ Mix ( ) 72

89 73 ( ) ( 2004) PEEL DJ Mix Davidoff Classic Davidoff Lights Marlboro DUNHILL

90 74 (GENTLE) ( ) GENTLE G10 G9 G7 G6 G3 G1 GS slims Davidoff Davidoff

91 Davidoff DUNHILL DUNHILL DUNHILL ( ) DUNHILL 75

92 Dunhill * * 1907 My Mixture 33,000 Perfectionists in tobacco TM Marlboro Marlboro Marlboro ( ) 76

93 Marlboro Mild Seven Mild Seven Mild Seven LOGO MILD SEVEN Mild Seven 77

94 Pall Mall Pall Mall ( ) (1) Pall Mall 1899 Pall Mall (2) Genuinely More Pall Mall 2006 Hip-Hop ( ) MAKE IT A BRIGHTER EXPERIENCE ( ) Pall Mall 2007 DJ (SWING!) (CHILL!) (HEAT UP!) (CHEERS!) PALL MALL PALL MALL PALL MALL 78

95 Pall Mall (2) * (1) * (2) (Longlife Gentle) (Long Life) (Longlife Gentle) (GENTLE) 79

96 ( ) 80

97 (Longlife Gentle) ( ) N/A N/A 81

98 () 52 (52) 51 (51) 51 (51) 154 (154) 53 (53) 52 (52) 52 (52) 157 (157) 53 (53) 52 (52) 52 (52) 157 (157) 12 (12) 12 (12) 12 (12) 36 (36) 12 (12) 12 (12) 12 (12) 36 (36) 182 (182) 179 (179) 179 (179) 540 (540) * ( ) 82

99 () ( ) ( ) 1 BOSS BO Cigaronne CI CandleLight Cigar CL Davidoff DD DUNHILL DH DJ Mix DJ Mix DJ Dupont DP Fusion FS HONGTASHAN HT JTI ( ) JTI LD LD L&M LM Marlboro MB (Mi-Ne) (Mi-Ne) MN Mild Seven MS PIANISSIMO PI PARLIAMENT PL Pall Mall PM SOBRANIE SB Salem SL ( ) 921 T GENTLE ( ) TGN Longlife Gentle ( ) TLG Long Life ( ) TLL My Life ( ) TML Top Taiwan ( ) TTT Vogue VG Winston WT

100 29 ( ) ZCH ( ) ZGD ( ) ZHC ( ) ZMD ( ) ( ) 602 (pulsing) 84

101 (flighting)(wells, Burnett & Moriarty 2002) DUNHILL Marlboro DUNHILL Marlboro Marlboro DUNHILL ❶❷ ❸ FineCut DUNHILL & Marlboro ( ) ❶ ❷ ❸ [2004 ] [2005 ] [2006 ] ( ) DUNHILL [DH] 70 Mild Seven [MS] 55 Davidoff [DD] [MN] 50 [TGN] DUNHILL 23 DUNHILL [DH] 23 85

102 DUNHILL Marlboro [MB] 14 Davidoff [DD] 13 Mild Seven [MS]L&M [LM] [TGN] ~

103 ( ) DD08, DD09, DH05, DH07, DH18, HT01, LD01, LM04, LM05, MN01, MN03, MN04, MN05, MN07, PM02, TGN07, TGN10. DJ02, DL01, SL02, T92101, T92102, T92103, TGN06, ZMD02, VG01, VG02. BO01, BOBL01, BOBL02, BOBL03, BOBL04, DH02, HT02, LD02, LM01, LM02, LM03, LM07, LM08, LM11, MB01, MB03, MB04, MB05, MB06, MB07, MB08, MB09, MB10, MB11, MB12, MS01, MS02, MS03, MS04, MS05, MS06, MS07, MS08, MS09, MS10, PI01, PL01, PL02, PL03, PM03, TGN01, TGN02, TGN04, TGN05, TGN09, ZCH01, ZGD01, ZGD02, ZHC03. CI01, CI02, CI03, CI04, CI05, CI09, CL01, DD02, DD04, DD05, DD06, DD07, DD13, DH15, DH16, DH17, FS01, MB11, MN02, MN06, PI01, TGN08. CI06, CI07, CI09, DD01, D01, DH02, DH03, DH11. 87

104 MS01, MS02, MS03, MS04, MS05, MS06, MS07, MS08, MS09, MS10, MS11, MS12. DJ01, SL BO01, BOBL01, BOBL02, BOBL03, BOBL04, CI06, CI07, CI08, CL01, CL02, DD02, DD04, DD06, DD10, DJ02, LM03, LM04, LM05, LM06, LM07, LM08, LM09, LM10, MB01, MB05, MB06, MB07, MB09, MB10, MB11, MB12, MN04, MN09, MS01, MS02, MS03, MS04, PI01, PL02, SB01, SL02, TLG01, TGN11, TGN12. CI01, CI02, CI03, CI04, CI05, CI09, DD01, DD03, DD05, DD07, DD09, DD11, DD12, DD13, DH01, DH02, DH03, DH05, DH06, DH07, DH09, DH11, DH18, DH21, DH22, DH23, DJ01, DP01, DP02, DP03, DP04, DP05, FS01, HT01, HT02, JTI01, LD01, LD02, LM11, LM12, MB02, MB03, MB04, MB13, MB14, MN01, MN02, MN03, MN06, MS07, MS08, MS09, MS11, MS12, PL01, PL03, PM01, PM02, PM03, PM04, PM05, SL01, T92103, TGN01, TGN02, TGN03, TGN04, TGN05, TGN06, TGN07, TGN08, TGN09, TGN10, TLG02, TLL01, TML01, TTT01, WT01, WT02, WT03, ZCH01, ZCT01, ZGD01, ZGD02, ZGD03, ZHC01, ZHC02, ZCH03, ZHC04, ZHC05, ZMD01, ZMD02, ZMD03. CL01, DH08, DH17, DH20, ( ) DP01, DP02, DP03, DP04, DP05, MB02, VG01, VG02. DH13, DH14, DH19, MS05, MS06. MB06, MB07, MB10, MB11. 88

105 MS01, MS02, MS03, MS04, MS05, MS06, SL02. BOBL01, BOBL02, BBL03, BOBL04, ZHC03, ZHC04. DD03, DJ02, LD01, LD02, MN01, MN02, MN03, MN05, MN06, MN07, T92101, T92102, T92103, ZCT01, ZHC01, ZHC02, ZMD01, ZMD02. MB01, MS03, MS04, MS05, MS06, PI06, TLG01. DH04, DH09, DH10, DH12, DH21, DH22, MS11, SB01. DD08, LM01, LM02, LM03, LM04, LM05, LM06, LM07, LM08, LM09, MB03, MB04, PM01. PM02, PM03, PM04, PM05, TGN02, TGN03, TGN04, ZGD01. DD02, DD04, DD06, DD11, DH15, DH16, LM11, MB05, MB06, MB07, MB09, MB10, MB11, MB12, MS01, MS02, PL02, SL02. JTI BOSS BOSS 5 ( ) BO01 BLUE (Life in Full Colour) 89

106 BOSS BOSS BO01 BOBL01 BOBL02 BOBL03 BOBL04 Cigaronne Cigaronne (CI01~CI05) 90

107 Cigaronne Cigaronne Cigaronne Cigaronne -1 CI01 CI04 CI05 91

108 92 CI02 CI03 (CI06~CI08)( ) Cigaronne 7-11 CI07 CI08 CI06

109 Cigaronne -2 CI07 CI08 CI06 93

110 94 Cigaronne ( ) CandleLight ( ) Cigaronne -3 CI CandleLight CL01

111 95 Davidoff Davidoff 13 (DD01-DD13) ( ) Davidoff DD02 DD04 DD06 Davidoff Davidoff -1 DD02 DD04 DD06

112 Davidoff (DD01, DD07) (DD08, DD09) (DD05) (DD03) DD Davidoff -2 DD05DD07 ( ) Davidoff 90 DD01 DD07 Davidoff Classic LightsClassic Lights DD05 DD01 96

113 the more you know Davidoff DD07 DD05 DD08DD09 ( ) Davidoff DD09 Davidoff NEON DD Davidoff -3 Davidoff NEON DAVIDOFF NEON A BLEND OF FINE TOBACCOS FOR TODAY S WORLD DD09 DAVIDOFF NEON DD08 DD03 97

114 Davidoff (DD03) Davidoff DD03 CandleLight DD03 CandleLight Davidoff DUNHILL DUNHILL 23 Fine Cut Top Leaf DUNHILL D (DUNHILL ) Perfections in tobacco DUNHILL 10 ( )DD01 DD02DD03 DD01 ( ) 10mg DD02 98

115 DD01 DD DUNHILL -1 DH01 DH02 DH03 DH11 DH05 DH06 DH07 DH18 DH09 DH08 99

116 DH11 DUNHILL DD05DD06DD07 DUNHILL DUNHILL DD18 DH02 DUNHILL DUNHILL DUNHILL DUNHILL DUNHILL DUNHILL DD09 DUNHILL 1907 Mr. Dunhill 31a

117 Mr. Dunhill 1996 DUNHILL 2004 DUNHILL DUNHILL 1907 DH08 DUNHILL DUNHILL DUNHILL DUNHILL DH15 DH16( ) DH15 FINE CUT DH16 DH17 FINE CUT FINE CUT The better things in life are always FINE CUT 101

118 FINE CUT 46CUTS FINE CUT 46CUTS FINT CUT DH19 DH DUNHILL -2 DUNHILL FINE CUT 46CUTS DH15 DH16 46CUTS DH17 DH17DH19 DH19 DH19 FINE CUT 102

119 DH04 DH12( ) DUNHILL -3 DUNHILL TOP LEAF DH04 TOP LEAF, the result of nearly 100 years of DNHILL Expertise. TOP LEAF DUNHILL DH04 TOP LEAF DH12 TOP LEAF DH12 TOP LEAF TOP LEAF TOP LEAF DH10 DH10 DUNHILL DUNHILL ( ) 103

120 ( )DUNHILL ( ) DUNHILL Signed Range Ciga ( )DUNHILL ( )DUNHILL ( ) ( ) ( ) ( ) ( ) DUNHILL DUNHILL -4 DH13DH14DH19( ) DH13 DH13 DH14 DH19 DH09 ST. JAMES S DH13 DH14 DH19 FINE CUT DH14 The House of DUNHILL 104 DH19

121 1907 S.T. Dupont S.T. Dupont S.T. Dupont ( ) DP01DP02 DP03 DP01 4C (Carat Weight, Clarity, Color, Cut) Dupont DP02 Dupont DP03 DP05 DP4 DP05 105

122 DP04 Dupont (PARIS) LIGGETT-DUCAT LIGGETT-DUCAT ( ) L-D LD01 LD02 LD01 Lovely Day LD02 Live Different new taste... L&M L&M( ) 12 ( ) Superior Smooth American Blend 106

123 LM01 ( ) LM02 L&M L&M L&M L&M? Philip Morris Taiwan S.A Philip Morris MarlboroL&MParliament L&M -1 LM01 LM02 ( ) 8 107

124 ( ) 8 L&M LM03 LM08 get connected to the flavor of the WORLD LM01 LM03 (falvor) (WORLD) L&M L&M LM04LM05 L&M LM09 LM10 What s in your WORLD WORLD get connected to the flavor of the WORLD new

125 L&M ( ) L&M L&M -2 LM04 LM05 LM07 LM08 LM03 LM06 109

126 LM09 LM10 L&M ( ) L&M L&M -3 NEW STYLISH PACKS SAME FANTASTIC FLAVOR. LM11 (LM11)EXPERIENCE THE NEW L&M LOOK (LM12) LM12 L&M ( ) (LM11) ( ) (L&M ) 110

127 Marlboro Marlboro Marlboro Mild ( Marlboro ) Marlboro MB03 MB04 Marlboro Marlborough Marlboro Mild as May ( ) 1954 Delivers the goods on flavor Marlboro Men 1963 Marlboro Men Marlboro Man 1964 Come to where the flavor is. Come to Marlboro Country. Marlboro Man (Country) Marlboro Men (National Public Radio [NPR], 2002; Ad Age, 2005) Marlboro Country Marlboro 1972 (Interbrand, 2005) 111

128 Marlboro 1924~1953 Mild as May ( ) ~1962 Marlboro Man ( ) 1963~Now Marlboro Country ( ) Marlboro (Jean Baudrillard) ( 1988) () Marlboro Country Marlboro ( ) Marlboro Country Marlboro Man Marlboro Man Come to Marlboro Country Marlboro Marlboro Man Marlboro Country Marlboro 112

129 113 Marlboro ( ) MILD MB06MB07 ( ) (Marlboro Man)MB05MB10 MB05 MB05 Marlboro MB09 ( ) Marlboro -2 MB01 MB02

130 114 Mild Flavor MB11MB12 MB12 MB11 Marlboro Marlboro

131 Marlboro -3 MB07 MB06 MB05 MB10 MB09 MB08 MB12 MB11 115

132 MILD SEVEN Mild Seven 12 CIS MILD SEVEN (Mild Seven Outdoor Quest [MSOQ] LOGO (JTI) (Cooler Scheme) Mild Seven (constantly evolving) Mild Seven One 2004 MILD SEVEN MSOQ Mild Seven 40%( Japan Tobacco Inc. [JTI], 2007) JTI % 8%(JTI, 2004, 2005, 2006) Mild Seven MILD SEVEN OUTDOOR QUEST LOGO Before 2004 From

133 Mild Seven JTI (Japan Tobacco Inc)( ) FREE YOUR SPIRIT MS01 MS02 MS01 Mild Seven MS05 MS06 MS06 We wish you a very merry X mas ( ) ( ) 117

134 Mild Seven -1 MS03 MS04 MS02 MS01 MS05 MS06 MS07 MS08 MS07 MILD SEVEN MS07 118

135 DUNHILL DH15 DH16( ) MILD SEVEN ( ) MS09 MS10 MS Mild Seven -2 MS07 MS08 MS09 MS10 119

136 Mild Seven MS10 F1 MILD SEVEN PRIDE OF THE BLUE MILD SEVEN F1 (Pride) MILD SEVEN ( ) Blue Blood Blue Chip ( ) Mild Seven Mild Seven 9 ( ) 120

137 121 (MN01 ) ( ) ( ) MN01 MN03 MN07 MN MN01 MN03 MN02 MN06 ( Lights )

138 MN07 MN05 MN04 PIANISSIMO PIANISSIMO ( )

139 PIANISSIMO PI01

140 Vogue Vogue ( ) Vogue VG01 LA CONTRADICTION SUBTLE SMOKE INSTANCE PLEASURE Vogue Vogue VG01 VG02 124

141 WTO ( ) (ZCH01) (ZCH02) ZHC03 ZHC04 HAPPY HAPPY HAPPY HAPPY Always HAPPY HAPPY HAPPY ZMD01 125

142 ZMD02 ZMD ZCH01 ZCH02 ZHC01 ZMD01 ZHC02 ZMD02 ZHC03 ZHC04 ZHC05 ZMD03 126

143 127 ( ) (TLL01) (Longlife Gentle) (GENTLE) GENTLE GENTLE 60 Long Life ( ) 46 3,000 ( 2005) (Longlife Gentle)( ) ZGD01 ZGD TLL01

144 (TLG01) GENTLE Enjoy the GENTLE life Enjoy the Longlife GENTLE Slim Lights (TLG02) Slim Lights (907~916) GENTLE GENTLE Longlife Gentle TLG TLG02

145 GENTLE GENTLE -1 Longlife GENTLE ( ) TGN01 ( ) lifestyle is Gentle Style (lifestyle) TGN02 (Gentle Style) G10 G9 TGN03 G7 Laptop ipod PDA G6 G3 G1 GENTLE 129 TGN04

146 (20 ) (12 ) (5 ) % % % GENTLE GENTLE -2 TGN05 (G10) TGN06 (G6) TGN10 (G9) TGN09 (G7) TGN07 (G3) TGN08 (G1) TGN11 (GS) TGN12 (GS) 130

147 ( ) LD01 DH05 DD08 PM02 TGN10 DH18 DD09 LM04 LM05 TGN07 HT01 DD01 ZMD02 DH07 MN04 MN05 MN07 MN01 MN03 131

148 Vogue ( ) VG01 VG02 ( ) BO01 BOBL01 BOBL02 () BOBL03 BOBL04 DJ02 PM03 HT02 LD02 132

149 TGN05 TGN04 TGN01 TGN02 MB10 MB07 MB06 MB12 MB04 MB03 MS09 MS08 MS07 MS04 MS02 MS01 MS05 MS06 MS10 LM02 LM08 LM07 LM03 LM01 PL01 PL03 LM11 TGN09 DH02 MB08 MB01 MB09 () 133

150 MB05 MS03 T92102 T92103 T92101 SL02 SL01 PL02 TGN06 ( ) DD05 DD07 DH15 DH16 DD06 DD04 DD02 MN02 MN06 CL01 FS01 TGN08 MB11 PI01 134

151 ( ) ZCH01 ZCH02 DH11 DH01 CI06 CI07 CI08 ZHC01 ZMD01 ZHC03 ZGD01 ZGD02 CI09 DD01 Mild Seven ( ) 135

152 MS01 MS02 MS03 MS04 MS05 MS06 MS07 MS08 MS09 MS10 MS11 (*) MS12 * MS11 DJ01 SL01 136

153 ( ) ( ) ( ) () MB01 MB05 MB09 MS01 MS02 MS03

154 BO01 PL02 LM03 MB10 MN04 MN05 MN07 MN08 MN09 MB11 SL02 LM04 LM05 LM06 LM07 LM08 LM09 LM10 MB12 DD02 DD06 SB01 CI06 CI07 CI08 CL01 CL02 DJ02 TLG01 MB07 MB06 DD04 PI01 138

155 ( ) DD09 ZHC02 PM01 WT01 PL01 MB03 SL01 FS01 CI02 CI03 CI04 CI05 CI01 DD05 DD01 DD07 DD11 139

156 DP02 DP01 DP03 DP05 DP04 MN01 MN03 MN02 MN06 TLL01 ZMD02 HT01 ZGD02 ZGD01 DH23 DH07 DH05 DH06 CI09 ( ) TGN05 TGN10 TGN09 TGN06 TGN07 TGN08 TGN04 TLG02 DH11 DH01 DH02 DH03 () TTT01 T92103 T92102 T92101 DD03 140

157 ZCH01 ZHC01 ZMD01 ZCH02 TML01 LD01 LD02 PM02 PM03 HT02 MB04 MS09 MS11 MS12 WT02 PL03 LM11 TGN01 TGN02 DH18 PM05 141

158 ( ) ( ) ( ) ( ) DP02 DP01 DP03 DP05 DP04 DH08 CL01 CL02 MB02 VG01 VG02 ( ) DH13 DH14 DH19 MS05 MS06 142

159 Marlboro SALEM ( ) MB06 MB07 MB10 MB11 MB12 SL02 143

160 BOSS LIFE IN FULL COLOUR Always HAPPY HAPPY () ( ) BOSS BOBL01 BOBL02 BOBL03 BOBL04 ZHC03 ZHC04 144

161 ( ) ( ) MN01 MN03 MN04 MN07 MN05 MN02 MN06 LD Lovely Day LD Live Different LD01 LD02 ZCH02 ZHC02 ZMD02 ZHC01 145

162 Mild Seven ( ) MS05 MS04 MS03 Mild Seven FREE YOUR SPIRIT Marlboro Come to Marlboro Country. MB01 Longlife Gentle( ) Enjoy the GENTLE life GENTLE TLG01 PI01 PIANISSIMO 146

163 ( ) ( ) ( ) TOP LEAF, the result of nearly 100 years of DUNHILL Expertise DH04 TOP LEAF DUNHILL DUNHILL TOP LEAF DUNHILL 1907 Mr. Dunhill 31a 1929 Mr. Dunhill DH DUNHILL 2004 DUNHILL () 147

164 DUNHILL DH10 DUNHILL Signed Range Ciga DUNHILL DUNHILL TOP LEAF TOP LEAF DUNHILL TOP LEAF DUNHILL DH12 DUNHILL 100% 100% TOP LEAF 100% Virginia DH21 () 148

165 You don t get to be the best by standing still. MB The new smooth Marlboro You don t get to be the best by cutting corners. MB14 The new smooth Marlboro 149

166 (NEW) MILD FLAVOR Marlboro MB03 Marlboro MB04 What's new in your WORLD L&M( ) LM10 L&M( ) LM09 L&M( ) LM08 L&M( ) LM07 get connected to the flavor of the WORLD L&M( ) LM06 L&M( ) LM05 get connected to the flavor of the WORLD L&M( ) LM04 L&M( ) LM03 () 150

167 superior smooth American blend L&M( ) LM02 L&M( ) LM01 Pall Mall PM01 Davidoff DD08 DAVIDOFF NEON A BLEND OF FINE TOBACCOS FOR TODAY'S WORLD Pall Mall PM02 GENTLE TGN04 (GENTLE TGN04 ) () 151

168 ZGD01 ( Marlboro ) ( Davidoff Parliament )( ) Davidoff () DD02 DD04 DD06 152

169 Marlboro MB06 MB07 MB10 MB12 MB09 MB05 MB11 MILD SEVEN PARLIAMENT SALEM MS01 MS02 PL02 SL02 ( ) JTI JTI JTI01 153

170 EJ S (B)oy (G)irl ABC JBA01 A 1 12 E (4.3-1) EBA01 EBA02 EBA03 EBA04 EBA05 EBA06 EBA07 EGA01 EGA02 EGA03 EGA04 EGA05 25 J B (4.3-2) JBA01 JBA02 JBA03 JBA04 JBA05 JBA06 JBA07 JBB01 JBB02 JBB03 JBB04 JBB05 JBB06 JBB07 JBB08 JBG01 JBG02 JBG03 JBG04 JBG05 JBG06 JNG07 JBG08 JBG09 154

171 28 S B C (4.3-3) SBA01 SBA02 SBA03 SBA04 SBA05 SBA06 SBA07 SBB01 SBB02 SBB03 SBB04 SBB05 SBB06 SBB07 SBC01 SBC02 SBC03 SBC04 SBC05 SBC06 SBC07 SBC08 SGA01 SGA02 SGA03 SGA04 SGA05 SGA EBA01 12 EBA02 13 EBA03 12 EBA04 13 EBA05 12 EBA06 13 EBA EGA01 13 EGA02 13 EGA03 12 EGA04 13 EGA

172 JBA01 15 JBA05 14 JBA02 14 JBA03 14 JBA04 14 JBA06 14 JBA07 14 JBA08 16 JBB01 16 JBB02 15 JBB03 15 JBB04 16 JBB05 16 JBB06 16 JBB07 15 JBB JGA01 14 JGA02 14 JGA03 15 JGA04 14 JGA05 15 JGA06 15 JGA07 14 JGA08 14 JGA

173 SBA01 16 SBA02 16 SBA03 16 SBA04 17 SBA05 16 SBA06 17 SBA07 16 SBB01 17 SBB SBB SBB SBB SBB SBB SBC01 16 SBC02 18 SBC SBC SBC05 18 SBC06 18 SBC SBC SGA01 16 SGA02 17 SGA03 16 SGA04 16 SGA05 17 SGA

174 4.3.2 (EBA07) 10 (JBA06, JBA08, JBB08, SBA07, SBB02, SBB03, SBB07, SBC03, SBC04, SBC07) (SGA03) Slim (JBB06, SBA03, SBC03 SBC04SBC05) SBA05 ( ) 158

175 159 SBB03 ( ) SBC02 ( ) SBC03, SBC04 SGA03 ( ) JBA06 Man ( ) JBB02 ( ) JBB03 ( ) JBB06 ( ) JGA05 ( ) EBA07 ( ) ( ) % (JGA05,

176 160 SBB03, SGA03) 6 ( ) ( ) EBA01 EBA02 EBA03 EBA04 EBA05 EBA06 EBA07 EGA01 EGA02 EGA03 EGA05 JBA01 JBA05 JBA02 JBA03 JBA04 JBA06 JBA07 JBA08 JBB01 JBB02!! JBB05 JBB07 JBB08

177 161 JGA01 JGA02 JGA03 JGA04 ~~ ( ) JGA05 JGA06 JGA07 JGA08 JGA09 SBA01 SBA02 SBA04 SBA05 SBA06 SBA07 SBB01 SBB03 SBB04 SBB05 ( ) SBB06 ( ) SBB07 SBC01 SBC02 SBC03 SBC04 SBC05 SBC06 SBC07 SBC08 SGA01 SGA02 SGA03!!!! SGA04 SGA05 SGA06

178 (JBB01, JBB06, JBB07, JGA04, SBA04, SBA06, SGA04) SBA04, SBA06 ( ) SGA04 ( ) JBB01 ( ) JBB06 ( ) JBB07 ( ) JGA04 ( )

179 163 SBA05 SBB02 SBB04 SBB07 SBC01 SBC03 SBC04 SGA05 ( ) JBA05 JBB07 JGA06 JGA07 EBA05 EGA05 4, mg 60mg ( )

180 4.3.3 ( ) / (VCD/DVD) ( ) ( ) (1) (2) (3) (4)

181 165 SBA02 ( ) SBB01!! SGA04 SGA06 ( ) JBA01 JBA02 ( ) JBB04 JBB06 JGA02 JGA07 ( ) EBA02 EBA05 ( ) EGA01 A

182 ( ) Mild Seven MarlboroDavidoffDUNHILL ( 1998) ~59 40~49 30~39 20~29 10~19 1~ (JBA07, JBA08, JBB01, JBB03, JBB08, JGA05, SBA07, SBB02, SBB03, SBB05, SBB06, SBB07, SBC02, SBC04, SBC06, SBC07) (JBB06, SBB04) Vo gue PEEL DJ Mix

183 Mild Seven Marlboro L&M( ) ( ) DD04 MS03 DH11 DJ01 PEEL DJ Mix DD04 MS03 DH11 DJ01 BO01 BO01 ( ) dunhill Cartier DUNHILL Cartier 167

184 ( ) (1) (2) (3) (4) (SGA02, SGA03, SGA06) (EBA07, EGA01) (JBA05, JBB06, JBB07, SBA06, SGA05) (SGA02, SGA03, SGA06) (EBA04, EGA01, EGA05, JBA03, JBA06, JBB07, JGA05, JGA09, SBB02, SBC01, SGA04, SGA05) MV

185 EGA01 EGA02 EGA03 EGA04 EGA05 JBA03 JBA04 JBB01 JBB08 JGA04 JGA07 JGA09 SBA01 SBB01 SBB02 SBC01 SBC03 SGA02

186 4.3.6 (JBB06) 4,000 ( ) (JBA08, JBB06) (JBB06) 170

187 10 10 (SBB03, SBB05, SBC01, SBC02, SBC07, SBC08) (SBA02, SBA07, SBB01, SBB02) (SBB06, SBB07, SBC03, SBC04, SBC05, SBC06, SGA02) (SGA03) 3 7 (SBC01) (JBB04, SBA03, SBA04, SBB06, SBC03) 171

188 7 14 (SBA02, SBA03) (SBB01, SBB05, SGA02) (SBB04, SBC05, SBC07) 172

189 Davidoff Pall Mall Pall Mall

190 Mild Seven Davidoff DUNHILL Top LeafFine Cut BOSS L&M Pall MallSOBRANIE Mild Seven JTI WHO Lights, Super Lights, Low Tar Mild Seven Original Original Blue Lights Sky Blue Super Lights Wind Blue Blue Black DevilCartierSeven StarsMild Seven Slim Lights MentholMarlboro Lights MentholEsse555PeaceMoreNext Black Devil (p. 35) Black Devil Black Devil( ) Black Devil( ) Special Flavor 174

191 BOSSDavidoff DunhillMild SevenPall MallWinston L&M Marlboro Marlboro CountryDUNHILL Mild Seven Pall Mall

192 ( p. 81) L&M ( p. 106) Davidoff PIANISSIMO ( p. 85) 5.1.3

193 177 ( ) ( )

194 178 (VCD/DVD)

195 %

196 180 WHO 30% ()

197

198 182

199 ( ) ( ) /6/7/n96493.htm (2004c) (2005a3 2 ) (2005b11 8 ) htm ( ) http:// ( ) /01/ htm ( ) htm ( ) (2006) org.tw (2005) htm (2005) html (2006) Tobacco Conspiracy ( )F fashion-1.htm 183

200 ( ) ( ) today-life16.htm (2004) 2800 (4 ) content_detail.asp?art_id=5585 Taiwan International Medical Alliance [TIMA] (2005)Global Deception B%94%E8%82%B2 (2004a) =639 (2004b) (2005) ( ) http:// com/2006/01/12/ htm (2005) (1997) ( ) 45% /16/ htm (2005) gov.tw/info/publish/yearbook/2004/list.html gov.tw/info/publish/yearbook/main-02.htm (2004) (2006)

201 (2005) (2004) survey_full.pdf (2002) (2003) ( ) n htm (2001) (2003) See See %20See%20See.NO pdf (2004) ( ) ( ) Yam html (1998) (2003)2003 ACI-FIND =65 (2004) (2003) (2003) ( ) =16&cno=1&sno=94766 ( )

202 life4.htm (2004) (2002) (2005) 4(2) ( ) n8gt.html ( ) 50% n htm (1988) ( ) TVBS tw/news/news_list.asp?no=eveno (1995) ( ) PChome /index html ( ) British Broadcasting Corporation [BBC] uk/hi/chinese/news/newsid_ / stm ( ) chinatimes.com/2007cti/2007cti-news/2007cti-news-content/0,4521, ,00.html ( ) TVBS (2006b) (2002) (2004) (2005a)

203 (2005b) %E8%8F%B8&totalCount=68 (2006a1 9 ) &file=article&sid=49 (2006b5 24 ) php?name=content&pa=showpage&pid=11 (2006c6 8 ) Content&pa=showpage&pid=31 (2006d7 28 ) modules.php?name=news&file=article&sid=22 (2006e11 30 ) /modules.php?name=News&file=article&sid=46 (2006f12 13 ) Hot & In commmand_notice_main_txt.asp?bkey= vskzsm ( ) php?name=news&file=article&sid=69 (2002) Symposium/s91/ EC.htm (2005) WHO category= &pid=9874 ( ) n htm (2005) ( ) TVBS

204 news/news_list.asp?no=nancy ( ) ettoday.com/2006/ 03/09/ htm ( ) /15/1jatp.html (2002) committee02&nbr=97&category= (2003) ( ) (2004) ( )F Fuseaction=View_CarProjectContent&Article_ID= &NewsDate= &App_ID=3 ( ) /today-int7.htm ( ) sid=55&aid=2091 ( ) ( ) n htm ( ) n htm (2001) (2004) 188

205 23(1)59-70 ( ) n htm ( ) n htm ( ) n htm ( ) http:// 2005/03/13/ htm (2004) 1987~2001 (2003) ( ) ( ) (2005) Industry_ini.asp ( ) newspage.asp?catid=2&newsid= (2004) (1996) 43(2)35-45 (2004) (2003) 7(2) (2004) 189

206 (2004a) volume_indx=73&enews_dt= (2004b) new3.php?volume_indx=78&enews_dt= (2007) FIND (2006) (2005) (2006) (1999) ( ) ( ) /23/ htm (2004) ( ) PChome /index html (1999)QS (2000) ( ) print.asp?id=7541 ( ) (2005a7 18 ) 18~24 190

207 http:// 2005/07/08/ htm (2005b7 28 ) com/2005/07/28/ htm (2002) ( ) ( ) / htm (2005) ACNielsen (2005) xls Ad Age(2005). The Marlboro Man. Retrieved 2005, June 28, from century/icon01.html Agence France Presse [AFP] (2005). Smoking ban has not inspired more Norwegians to quit. Retrieved 2005, January 17, from smoking-ban-has-not-inspired-more-norwegians-to-quit.html Austin, E. W., Chen, Y. C., Pinkleton, B. E., Johnson, J. Q. (2006). Benefits and Costs of Channel One in a Middle School Setting and the Role of Media-Literacy Training [Abstract]. Pediatrics, 117, Beltramini, R., Bridge, P. (2001). Relationship between Tobacco Advertising and Youth Smoking: Assessing the Effectiveness of a Schoolbased, Antismoking Intervention Program [Abstract]. Journal of Consumer Affairs, 35, Berger, A.A. (1993). Media Analysis Techniques (Rev. ed.). Newbury Park: Sage. British Broadcasting Corporation [BBC] (2005). Smoking curbs: The global picture. Retrieved 2005, February 7, from Brown, J. D. (2006). Media Literacy Has potential to Improve Adolescents Health. Journal of Adolescent Health, 39, Carvel, J. (2004). Blair trails ban on smoking in public. Retrieved 2005, April 3, from Chow, H., Smith, J.L., Dorji, K., Estulin, C., Gluckman, R., Gough, N., et al. (2005, March 7). The Butt Stops Here. TIME, 165, DW World (2003). "Long Live Tobacco!" -- Vive La France!. Retrieved 2004, November 25, from Expatica (2004). Belgium failing to beat smoking. Retrieved 2004, May 27, from

208 Fiske, J. (1995) (Introduction to communication studies) ( ) (2005)( 1990 ) Interbrand (2005). The 100 Top Brands. Retrieved 2005, August 1, from Japan Tobacco Inc. [JTI] (2004). Annual Report Retrieved 2004, March 31, from Japan Tobacco Inc. [JTI] (2005). Annual Report Retrieved 2005, March 31, from Japan Tobacco Inc. [JTI] (2006). Annual Report Retrieved 2006, March 31, from Japan Tobacco Inc. [JTI] (2007). Annual Report Retrieved 2007, May 13, from Jenkins, C. D. (2003). Building Better Health. Retrieved 2004, November 25, from Morbidity and Mortality Weekly Report [MMWR] (2006). Use of Cigarettes and Other Tobacco Products Among Students Aged Years --- Worldwide, Centers for Disease Control and Prevention [CDC]. Retrieved 2006, May 26, from 0a2.htm Mulvenney, N. (2005). F1 forced to try to kick tobacco habit. Reuters. Retrieved 2005, March 12, from News&storyID= Nasdaq (2005). Philip Morris Loses Appeal Of $10.5M Calif Smoker Verdict. Retrieved 2005, March 21, from story.aspx?cpath= %5cacqdjon dowjonesdjonl INE htm National Public Radio [NPR] (2002). The Marlboro Man. Retrieved 2004, October 21, from Pinkleton, B., Austin, E., Cohen, M., Miller, A. (2003). Media Literacy and Smoking Prevention Among Adolescents: A Year-Two Evaluation of the American Legacy Foundation/Washington State Department of Health Anti-Tobacco Campaign [Abstract]. Paper presented at the International Communication Association, Health Communication Division, San Diego, California. Retrieved 2006, July 19, from =1535&part_id1=15873 Rosbalt News Agency (2003). 70% of Russian men are hooked on cigarettes. Retrieved 2005, February 18, from html 192

209 Statistics Canada (2004). Canadian Tobacco Use Monitoring Survey. Retrieved 2005, September 9, from Subramanian, S. V., Nandy, S., Kelly, M., Gordon, D., Smith, G. D. (2004). Patterns and distribution of tobacco consumption in India: cross sectional multilevel evidence from the national family health survey. British Medical Journal [BMJ]. Retrieved 2004, April 3, from abstract/328/7443/801?ecoll The Copenhagen Post (2004). Liquor, tobacco sales to minors rampant. Retrieved 2004, December 9, from The Lancet (2003). Lancet Urges Government to Ban Tobacco. Retrieved 2005, December 7, from Wells, Burnett & Moriarty. (2002) (Advertising : principles & practice) ( ) Wimmer, R. D. & Dominick, J. R. (2002) (Mass media research: an introduction) ()( 2000 ) Woolf, M. (2004). Call for EU ban on flavoured cigarettes. The Independent. Retrieved 2005, March 25, from story.jsp?story= World Bank (1999). Curbing the Epidemic: Governments and the Economics of Tobacco Control. Retrieved 2005, April 3, from tobacco/book/pdf/tobacco.pdf World Health Organization [WHO] (2004a). World No Tobacco Day Retrieved 2005, September 17, from events/wntd/2004/en/wntd2004_brochure_en.pdf World Health Organization [WHO] (2006a). Why is tobacco a public health priority? Retrieved 2006, March 11, from World Health Organization [WHO] (2006b). The Smoker's Body. Retrieved 2006, March 11, from smokersbody_en_fr.pdf World Health Organization [WHO] (2006c). The WHO FCTC: a global health treaty. Retrieved 2006, May 19, from background/en/ World Health Organization [WHO] (2006d). World No Tobacco Day Retrieved 2006, May 19, from wntd/2006/tfi_rapport.pdf World Health Organization [WHO] (2006e). Framework Convention on Tobacco Control.Retrieved 2006, May 27, from framework/en/fctc_booklet_english.pdf 193