Tobacco Industry Collaborations with Hollywood (1927-1951)
Author Information
Author(s): Lum K L, Polansky J R, Jackler R K, Glantz S A
Primary Institution: Center for Tobacco Control Research and Education, University of California, San Francisco
Hypothesis
Smoking in movies is associated with adolescent and young adult smoking initiation.
Conclusion
Hollywood endorsements in cigarette advertising helped promote smoking and maintain public tolerance of onscreen smoking.
Supporting Evidence
- American Tobacco paid movie stars US$218,750 in 1937-8 for their endorsements.
- Smoking in movies is linked to a significant increase in adolescent smoking initiation.
- Public health efforts to reduce smoking in films face resistance from those who value tobacco imagery in classic films.
Takeaway
This study shows that tobacco companies paid movie stars to promote cigarettes in films, which made smoking seem cool and normal to young people.
Methodology
The study analyzed internal tobacco industry documents and endorsement contracts from the late 1920s to the 1940s.
Potential Biases
Potential bias in the interpretation of historical documents and the motivations of the tobacco industry.
Limitations
The study relies on historical documents, which may not capture all endorsements or the full extent of the relationship.
Digital Object Identifier (DOI)
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