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Tobacco industry misappropriation of American Indian culture and traditional tobacco

OBJECTIVE: Describe the extent to which tobacco industry marketing tactics incorporated American Indian culture and traditional tobacco. METHODS: A keyword search of industry documents was conducted using document archives from the Truth Tobacco Documents Library. Tobacco industry documents (n=76) w...

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Autores principales: D’Silva, Joanne, O’Gara, Erin, Villaluz, Nicole T
Formato: Online Artículo Texto
Lenguaje:English
Publicado: BMJ Publishing Group 2018
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6073916/
https://www.ncbi.nlm.nih.gov/pubmed/29459389
http://dx.doi.org/10.1136/tobaccocontrol-2017-053950
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author D’Silva, Joanne
O’Gara, Erin
Villaluz, Nicole T
author_facet D’Silva, Joanne
O’Gara, Erin
Villaluz, Nicole T
author_sort D’Silva, Joanne
collection PubMed
description OBJECTIVE: Describe the extent to which tobacco industry marketing tactics incorporated American Indian culture and traditional tobacco. METHODS: A keyword search of industry documents was conducted using document archives from the Truth Tobacco Documents Library. Tobacco industry documents (n=76) were analysed for themes. RESULTS: Tobacco industry marketing tactics have incorporated American Indian culture and traditional tobacco since at least the 1930s, with these tactics prominently highlighted during the 1990s with Natural American Spirit cigarettes. Documents revealed the use of American Indian imagery such as traditional headdresses and other cultural symbols in product branding and the portrayal of harmful stereotypes of Native people in advertising. The historical and cultural significance of traditional tobacco was used to validate commercially available tobacco. CONCLUSIONS: The tobacco industry has misappropriated culture and traditional tobacco by misrepresenting American Indian traditions, values and beliefs to market and sell their products for profit. Findings underscore the need for ongoing monitoring of tobacco industry marketing tactics directed at exploiting Native culture and counter-marketing tactics that raise awareness about the distinction between commercial and traditional tobacco use. Such efforts should be embedded within a culturally sensitive framework to reduce the burden of commercial tobacco use.
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spelling pubmed-60739162018-08-09 Tobacco industry misappropriation of American Indian culture and traditional tobacco D’Silva, Joanne O’Gara, Erin Villaluz, Nicole T Tob Control Research Paper OBJECTIVE: Describe the extent to which tobacco industry marketing tactics incorporated American Indian culture and traditional tobacco. METHODS: A keyword search of industry documents was conducted using document archives from the Truth Tobacco Documents Library. Tobacco industry documents (n=76) were analysed for themes. RESULTS: Tobacco industry marketing tactics have incorporated American Indian culture and traditional tobacco since at least the 1930s, with these tactics prominently highlighted during the 1990s with Natural American Spirit cigarettes. Documents revealed the use of American Indian imagery such as traditional headdresses and other cultural symbols in product branding and the portrayal of harmful stereotypes of Native people in advertising. The historical and cultural significance of traditional tobacco was used to validate commercially available tobacco. CONCLUSIONS: The tobacco industry has misappropriated culture and traditional tobacco by misrepresenting American Indian traditions, values and beliefs to market and sell their products for profit. Findings underscore the need for ongoing monitoring of tobacco industry marketing tactics directed at exploiting Native culture and counter-marketing tactics that raise awareness about the distinction between commercial and traditional tobacco use. Such efforts should be embedded within a culturally sensitive framework to reduce the burden of commercial tobacco use. BMJ Publishing Group 2018-07 2018-02-19 /pmc/articles/PMC6073916/ /pubmed/29459389 http://dx.doi.org/10.1136/tobaccocontrol-2017-053950 Text en © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial use is permitted unless otherwise expressly granted. This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/
spellingShingle Research Paper
D’Silva, Joanne
O’Gara, Erin
Villaluz, Nicole T
Tobacco industry misappropriation of American Indian culture and traditional tobacco
title Tobacco industry misappropriation of American Indian culture and traditional tobacco
title_full Tobacco industry misappropriation of American Indian culture and traditional tobacco
title_fullStr Tobacco industry misappropriation of American Indian culture and traditional tobacco
title_full_unstemmed Tobacco industry misappropriation of American Indian culture and traditional tobacco
title_short Tobacco industry misappropriation of American Indian culture and traditional tobacco
title_sort tobacco industry misappropriation of american indian culture and traditional tobacco
topic Research Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6073916/
https://www.ncbi.nlm.nih.gov/pubmed/29459389
http://dx.doi.org/10.1136/tobaccocontrol-2017-053950
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