LIVRO Mad Men and Tobacco Addiction (Medicine in Television Series) (English Edition) PDF Joan R. Villalbí

Big tobacco companies have used different strategies to promote tobacco use for decades. Naturally, direct advertising is the most significant, and one of the most effective; billboards on the street, seen by the general public in their daily lives, is one of its favorite supports, as well as adverts in the printed press and spots on radio and TV. In such adverts, it is common to show popular figures smoking, and the stars of film and TV were doing it from the 1920s onward. So Humphrey Bogart and Lauren Bacall starred in tobacco adverts in the 1940s, but so did many more US artists, until the practice was declared illegal in 1964. As governments in many advanced societies adopted policies to reduce the damage that tobacco was causing, for example prohibiting the advertising and promotion of tobacco, the industry sought ever more subtle ways of promoting itself. One of these was through its presence in films or on TV. In recent years, it has come to light that both studios and artists signed contracts with tobacco companies that led to attractive film stars visibly smoking, or even making favorable comments on tobacco brands. These tactics intensified in the 1980s, and it has been documented that during the following decade the presence of smoking on-screen in Hollywood films increased, especially in films rated for general exhibition. Internal tobacco industry documents, revealed in North American court cases, document this, and the work of Stan Glantz and his collaborators at the University of California provides ample evidence.