"Selling Sin" in a Hostile Environment: A Comparison of Ukrainian and American Tobacco Advertising Strategies in Magazines

Authors

Olesya Venger, Marquette UniversityFollow
Joyce M. Wolburg, Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

15 p.

Publication Date

Fall 2008

Publisher

Taylor & Francis

Source Publication

Journal of Current Issues and Research in Advertising

Source ISSN

1064-1734

Original Item ID

doi: 10.1080/10641734.2008.10505247

Abstract

Given that “sin” products must navigate different regulatory environments, it is important to compare cigarette advertising across cultures. Using text analysis, this study examined the message strategies and the ideological beliefs in cigarette advertising in American and Ukrainian magazines within the context of their different regulatory environments. The messages across the two countries differed in their use of creative appeals to ego, social needs, and sensory pleasure as well as their adherence to regulation. Many of the Ukrainian campaigns were reminiscent of earlier American campaigns and offer unique comparisons of cultures that are at different places historically, economically, and ideologically.

Comments

Accepted version. Journal of Current Issues and Research in Advertising, Vol. 30, No. 2 (Fall 2008): 49-63. DOI. © 2008 Taylor & Francis. Used with permission.

Recommended Citation

Venger, Olesya and Wolburg, Joyce M., ""Selling Sin" in a Hostile Environment: A Comparison of Ukrainian and American Tobacco Advertising Strategies in Magazines" (2008). College of Communication Faculty Research and Publications. 1.
https://epublications.marquette.edu/comm_fac/1