Ash. (2000).
The companies spent $3.6m (approximately £2.4m) on an advertising campaign on MTV Europe, which they claimed was designed to persuade a target group of 12-17 year olds not to smoke. The Ash website confirmed, “MTV Europe is shown in 38 European area countries, and is largely youth-focused.” The campaign was launched in April 2001, and ran until July 15. The campaign adopted the form of advertisement films, which were shown on MTV Europe, which depicted European teenagers doing normal, “cool” teenage activities, while being non-smokers.
Ash. (2000).
The tobacco companies adopted a public posture of opposition to teenage smoking and even funded anti-smoking initiatives for teenagers. An investigation by ASH and The Cancer Research Campaign, however, revealed that this was no more than a cynical public relations strategy. The tobacco companies had attempted to excuse themselves from the significant restrictions on tobacco adverting and gain PR advantage. It was found that the proposed methods were unlikely to reduce youth smoking and, instead, made it look more attractive by positioning cigarettes as an adult product and smoking as rebellious.
Ash. (2000).
It appears that, although the Government is making huge attempts to curb teen smoking, outside factors are continuously willing to destroy all that is being done. The issue of smoking among young people is a problem that cannot easily be solved.
EU Ruling for Cigarette Costs and Health Warnings
It is now impossible to fall ignorant of the fact that smoking has severe consequences. Under the EU ruling in February 2003, tobacco companies have to cover at least 30% of the front of the cigarette packets and 40% of the back with health warnings. Since the advertising alterations cigarette and tobacco packets have been emblazoned with large black and white labels inscribed with various health warnings. The latest messages are clearly designed to shock and display statements such as, ‘Smoking causes a slow and painful death’ and ‘Smoking while pregnant harms your baby.’
Cigarette companies have also been prohibited from using phrases such as ‘light’ and ‘mild’ on packets. The ruling limits the actual amount of nicotine that goes into the cigarettes, and even bigger health warnings on packets could be emerging from autumn 2003.
Miles, T. (2002).
The cost of cigarettes also continues to increase in at a rapid rate. The tax on tobacco was increased in line with inflation from 6pm on Budget day and the new rates came into effect from midnight on 12 April 2003. This represents an increase of 2.8%, equating to an 8p increase on a packet of 20 cigarettes.
It is questionable as to whether these attempts to reduce smoking actually have any effect. For those already addicted, health warnings and price increases are a mild deterrent and for those who are influenced into smoking, they may be just a difficulty to overcome.
Chapter Two
The Rise in Teenage Smoking Throughout Britain
In our modern British society, smoking is fast becoming a huge problem to the health of our younger generation. Research has shown that the number of young children who experiment with cigarettes has risen sharply in the past several years. The dangers of smoking are endlessly severe and young people who take up smoking are risking their health to a great extent.
The price of such a habit is very expensive. The current price of an average packet of twenty cigarettes is £4.50. Having smoked one packet of cigarettes every day for a year, the smoker would have spent a total of £1642.50 solely on cigarettes. Smoking holds such high health risks and is also an extremely expensive addiction.
There are many negative risks associated with smoking cigarettes, according to Emma N Taylor, in The Dangers of Smoking. (No date specified).
“Smoking can cause a diminished or extinguished sense of smell and taste, frequent colds, premature and more abundant face wrinkles, stroke, heart disease, cancer of the mouth, larynx, pharynx, oesophagus, lungs, pancreas, and tongue, among other things.”
Many people believe that smoking relaxes the body and eases stress, however the American Cancer Society claims that smoking can actually cause or further increase stress, nervousness, and agitation rather than be calming.
Taylor, E N.
Cigarette smoke is especially harmful to young people and to the individuals around them. When they breathe in second-hand smoke, Taylor, E N, states,
“non-smokers are exposed to over 5,000 different chemicals, including 200 known poisons. Some of those chemicals include formaldehyde, arsenic, radioactive compounds, and carbon monoxide. At least 50 of those chemicals are known to cause cancer, heart disease, strokes, nasal sinus cancer, chronic bronchitis, emphysema, and brain tumours, many of the same diseases that smokers are susceptible to.”
According to the American Heart Association, people exposed to second-hand smoke are 30 percent more likely to die from heart disease. Unfortunately, second-hand smoke kills about 60,000 non-smokers each year. 3,000 of those deaths are from lung cancer.
Taylor, EN.
Sadly, a rise in the number of teenagers who take up smoking has been proven by investigations conducted in the United Kingdom over the past several years.
The Department of Health Report
The Guardian website reported findings from a study on the increase of teenage smoking in July 2001. The Department of Health found an increase in underage drinking, smoking and drugs use from an investigation of the behaviour of 11 to 15-year-olds. 10% of those investigated were regular smokers and, unfortunately, this was a higher figure than had been reported in the previous year of 1999. Again, the investigation pledged concern for the rising figures and the evidential lack of influence from government campaigns to reduce teenage consumption.
Carvel, J. (2001).
The findings came from a survey of more than 7,000 pupils at 225 schools in England, carried out by the National Centre for Social Research and National Foundation for Educational Research in autumn 2000. The Department of Health reported that 10% of 11 to 15-year-olds said they were regular smokers, who consumed at least one cigarette per week. In 1999 anti-smoking campaigners welcomed the figures which proved a 4% decrease in young smokers, however this has since risen. It was also found that the most prolific smokers were 15-year-old females, with 26% owning up to being regular smokers compared with 26% in 1999.
Carvel, J. (2001).
The Schools Health Unit Report
In March 2003, the News and Education section of the BBC website featured an article on the increase in smoking by young people and a report by the Schools Health Unit. The investigation found that rising figures of children share their homes with someone who smokes. The report also focuses on young people’s attitudes to smoking and how they have changed between 1983 and 2001. According to the study, two-fifths of 12 to 13-year-olds admitted they had tried cigarettes in 2001, compared with 30% in 1990. Among 14 to 15-year-olds, the figure was 60%, in contrast with 57% in 1990.
BBC. (2003).
The report questioned 299,543 young people and found that more than half lived in a home where at least one other person smoked. The BBC website reported that three quarters of the young smokers claim they want to quit, which is a proportion that has remained the same over the years, despite anti-smoking campaigns endorsed by the government.
BBC. (2003).
The BBC website described how the study found that, some of the children who were surveyed obtain their cigarettes from parents or older siblings, while others shared the cost of a packet. The report also states that even if a teenage smoker quits, the risk of lung cancer has still been increased. It was found that 22% of 14 to 15-year-old girls and around 6% of 12 to 13-year-old girls report regular smoking.
BBC. (2003).
The BBC website also reports that The Schools Health Education Unit research manager, Dr David Regis, said the increase in the number of children experimenting with smoking was a concern. He said:
"This is more than just trying a cigarette. The rise in those experimenting with smoking has been matched by an increase in regular smokers as well. If an increase in experimentation was all that it was - it would be no problem. But some of them do go on to regular smoking and then start a habit which may go on for years and the health consequences are very serious."
BBC. (2003).
Amanda Sandford, ASH research manager stated: "The results of this research are worrying. It is possibly as a result of the liberalisation in society's attitude towards drugs in general.”
BBC. (2003).
Schools Health Education Report
It was also reported on the Guardian website, March 2003, that teen smoking had hit record level. It was reported by a new study that smoking among schoolchildren had reached its highest figure yet, with three-fifths of 14 and 15-year-olds having tried cigarettes. The latest report by the Schools Health Education found that 40% of 12 to 13-year-olds and 60% of 14 to 15-year-olds and 57% of 14 to 15-year-olds admitted trying cigarettes in 2001. This is a worrying figure in comparison to 30% of 12 to 13-year-olds and 57% of 14 to 15-year-olds in 1990 who had sampled tobacco.
Guardian. (2003).
Why Do Young People Start Smoking?
There are many different reasons why people choose to smoke cigarettes. Many people start smoking when they are teenagers because they think it will make them appear cool and allow them acceptance into a certain group. Some people start to smoke because they have a lot of stress in their life and they believe smoking will make them more relaxed. Others smoke because they think everyone else is doing it and do not want to be different. Some people are influenced when they see advertising or images in magazines and on billboards. Many young people smoke simply because their parents smoke, it may be easier to justify the habit if a role model or someone in authority such as their parents, are smokers.
It is important to understand why young people, in particular, take up smoking. For some, it has an element of rebellion and taboo. Throughout The Hittman Chronicle (1999), Dave Hitt, a journalist for the ‘Smoking is Cool’ website, claims that for children and teenagers, cool things have three characteristics: They are dangerous, they annoy parents and figures of authority, and they are done, used and worn by cool people. Hitt states,
“Smoking shares every one of these traits and will remain cool until each factor is eliminated.”
Hitt, D. (1999).
For impressionable teens, it is not unreasonable to presume that smoking encompasses the very essence of ‘cool’. If this is the case, then Hitt claims that Government action such as condemning smoking, raising taxes and enforcing age limits, surely makes smoking more cool, not less.
Hitt, D. (1999).
Taking up smoking by young people can be due to an immense amount of peer pressure from school friends. The teenage years can be difficult for some and bullying and a constant pressure to fit in with others can often influence school children into trying smoking. Other factors can range from boredom and the desire to rebel, to depression.
Cigarettes are widely known as an appetite suppressant and many young people with the longing to be slim, take up cigarettes as a solution. Glamorous celebrities are admired for their beauty and slim figures, two characteristics that young women in our society desperately want to possess. Writer of A Closer Look at the Media's Influence on Tobacco Use on College Campuses, Erin Abraham, states,
“Not only will smoking make you feel glamorous, independent, and sexy, but it will also help you to be thin and beautiful. These positive images associated with smoking are present in the media every day, and they continue to blind our youth with ideas that smoking is a normal, acceptable, and harmless activity.”
Whether the ingredients of cigarettes suppress appetites or not, they are hugely addictive and do not promote good health in any way.
Abraham, E. (1999).
Some people start smoking when they move to higher education, states Erin Abraham, in her study. Smoking is a very social activity and can be adopted by students who are trying to fit in with peers and make friends. As well as drinking, smoking is a typically popular activity with students and according to Abraham, “doing what everyone else is doing,” can make it easier to feel part of a group. Smoking can be a common ground for young people, an ‘ice-breaker’ and a way to connect with others. Abraham, E. (1999).
It is a very plausible possibility that the media plays a major role in influencing young people to smoke. Through the years, media has used film, television and magazines to create positive and attractive images about smoking. These images are present in the media every day and greatly influence society’s attitudes and perceptions about smoking. Abraham states that the media manufactures a more common and socially acceptable image of smoking. In television, magazines and films, celebrities are continuously portrayed smoking cigarettes. In Abraham’s opinion,
“these actors and actresses represent the tobacco industry’s age-old message that smoking is associated with social success, sexual attractiveness and independence.”
Abraham, E. (1999).
Young adults are being bombarded by media images that present tobacco use as a common and glamorous activity. Abraham claims that,
“the entertainment industry uses feature films, television, and magazines to create a perfect world, a world that represents how real life should be. In this world, cigarettes are not looked upon as harmful and dangerous substances, but rather they evoke certain images of success, attractiveness, health, energy, and independence.”
Abraham, E. (1999).
The book ‘Ill Effects’, edited by Martin Baker and Julian Petley, (published by Routledge, 1997), features studies on the extent of the effect the media has on young people. In the chapter, written by David Buckingham he describes the way a child is viewed by society:
“Since ancient times, the idea of childhood has been invested with far-reaching hopes and anxieties about the future.”
Buckingham, D. (1997, 32).
With regard to the media, Buckingham explains:
“The combination of the two is therefore bound to invoke profound concerns about the continuity of the social order and of fundamental human values.”
Buckingham, D. (1997, 32).
Although the chapter is concerning the effect of violence in the media on children, this theory still supports the notion that media can and does have negative effects on its recipients, especially children and young people.
In the eighth chapter of ‘Ill Effects’, Ian Vine (1997) writes:
“The whole point of communicating is to influence one another by conveying information, whether transmission is reciprocal or un-directional.”
Vine, I. (1997, 125).
This point highlights the fact that the media is simply a form of communication which transmits messages to the masses. All of these influences could play a part in encouraging young people to start smoking.
Chapter Three
Media Representation of Smoking throughout the Years
“For decades, Hollywood and the tobacco industry have walked hand in hand, promoting and glamorising tobacco use,” states Erin Abraham.
“Many of Hollywood's most glamorous stars have smoked, on and off screen.”
Abraham, E. (1999).
According to the Anti-smoking Lobby, it was Hollywood that first taught women to smoke. Famous stars, throughout the Forties and Fifties, such as Katharine Hepburn, Greta Garbo, Rita Hayworth and Lauren Bacall helped make cigarettes appear sexy and sophisticated. In a primarily male-dominated society, Erin Abraham claims that “smoking represented a feeling of independence, liberation, power and rebellion for these women.” Abraham, the College Smoking on the Rise author, claims that these actresses were role models for women, “who took up smoking to emulate that feeling of independence and sexual attractiveness that appeared on screen.”
Abraham, E. (1999).
Abraham states, “Timeless actors like James Dean and Humphrey Bogart also used cigarettes to portray a "tough guy," rebellious, and sexy image.” For many, these actors made smoking look cool and attractive. It appears that, similarly to the infamous Marlboro Man, these actors have influenced generations of men who desire that rugged, tough, rebellious, bad boy nature.
Abraham, E. (1999).
Despite the recent success of the anti-smoking movement, Abraham has found that actors and actresses in Hollywood today continue to smoke both on and off screen. In her thesis, Abraham states,
“One study claimed that well over half of the top grossing feature films between 1991 and 1996 depicted tobacco use. Young twenty-something actors and actresses are constantly smoking in films, and they are frequently photographed smoking for magazine covers and interviews.”
Abraham, E. (1999).
The film industry and tobacco industry been closely associated throughout the years, and Erin Abraham states that, all over the photographs of style and glamour lies an understated advert for one of the world’s most popular brand of cigarettes.
According to Erin Abraham, these young, talented and attractive actors, who are constantly pictured smoking in the media, help to promote the tobacco industry and make smoking look like a cool and acceptable activity in our society. Women in the media today also are constantly depicting tobacco use. Popular actresses such as Drew Barrymore, Jennifer Aniston, and Neve Campbell are rarely seen without a cigarette in films and magazines. Not only are these actresses pictured smoking in mainstream magazines, their smoking habits are frequently brought up in articles and interviews. It is clear that Erin Abraham strongly believes in a strong connection between media images of smoking celebrities and the rise of smoking among young people.
Abraham, E. (1999).
Chapter Four
Study of Literature
The print media and magazines in particular, are an exciting and influential source of information for young people. They provide information on the latest scandals and events in the outwardly glamorous lives of celebrities, along with heavily scrutinized photographs. When growing up, it is important for young people to have role models and in the image-conscious society of today, who could be a more appropriate idol than one of the slim and beautiful celebrities adorned across the pages of a magazine. Not only are celebrities given icon statuses, they can also be perceived as ‘heart-throbs’ for people of all ages, including young teenagers. However a celebrity is perceived, unless it is with dislike, their actions may influence their fans, and this puts celebrities under an enormous amount of pressure.
The recent legislation banning tobacco advertising ensures that cigarette advertisements are no longer inflicted upon readers of the print media; however images of celebrities smoking are still appearing in magazines and newspapers. The images are sometimes accompanied by a scathing caption with regard to the cigarette, however, the fact that the picture has been printed in a national magazine, suggests a partial tolerance.
With every photograph of a celebrity smoking, two important factors must be taken into account. As aforementioned, the first is the issue that images of smoking may influence young people into taking up smoking to some extent. The second is in accordance with the theory of Dave Hitt, that smoking is cool. It is possible to consider that, while the magazines are condemning the smoking celebrity, they are conforming to the authority that smoking is wrong. In regards to the rebellious characteristic of ‘cool’, if a young person become aware of this authoritative message, they may choose to rebel against it.
Hitt, D. (1999).
The image of ‘rebellion chic’ can be generated through the representation of a supermodel, such as Kate Moss, or a Hollywood film star, such as Colin Farrell, being featured in a photograph smoking. The anti-smoking website Ash states,
“Smoking by supermodels and in fashion images does reinforce pro-smoking culture, even if it is not paid for by tobacco companies.”
Bates, C. (1998).
The article, written by Director, Clive Bates, reveals that there is no way that regulators or legislation could stop supermodels smoking or the use of cigarettes as props in fashion magazines. Ash voice their concern that the consequence of this culture is a large number of young people taking up the habit. Many of these are likely to become addicted to nicotine - either becoming life-long smokers or facing a painful struggle to quit later in life. A significant point is highlighted by Ash, in their Smoking and Supermodels feature, that this 'real life' is completely flawed.
“Real life for smokers is coughing phlegm, blackened lungs and emphysema. The down side of smoking rarely makes it into fashion shoots. In fact, smoking is a versatile prop which can convey moods ranging through stressed, aggressive, cool, laid-back, impish, and sleazy. All simply by adjusting the way the cigarette is held.”
Bates, C. (1998).
Investigation of print-media
An investigation will now be conducted into several forms of print media. Celebrity magazines such as Heat, Now, OK! supplement Hot Stars, New, Time Out, The Sun and teen magazine Bliss will be featured in the investigation. Images taken from these forms of print media, depicting famous people smoking will be examined. The caption or article accompanying the photograph will be analyzed as to how the smoker is portrayed, in order to estimate the extent to which a young person may be influenced.
The dissertation also aims to investigate factors such as the status of the celebrity and the possible influence they may have over young people, the need or reason to actually feature a photograph of that nature and the context in which the article is featured. The way in which smoking is represented will be carefully considered and compared to the fact that young people may be influenced into smoking, regardless of the way in which it has been portrayed. The study will look at typical celebrity smokers to discover whether they exude an image of rebellion and look closely into whether this may impress a young person. The theory that smoking is ‘cool’ will be also taken into account regarding the extent in which the magazine condemns smoking.
Hitt, D. (1999).
As a high-profile supermodel and new Mum, photographs of Kate Moss are featured in celebrity magazines nearly every week. Pictured with a cigarette in three separate articles which will be analyzed for this dissertation, Kate Moss is notorious for her heavy smoking habit. The inevitable celebrity status of an icon like Moss may prove to be a concern with regard to the habit she makes no attempt to conceal from society.
Detail of Literature Studied
(Appendix One). Kate Moss.
Rodger, J. (2003). hot stars. Kate goes from glam to pram. 15 – 21 March 2003.
OK! magazine insert, hot stars features pictures of Kate Moss walking along a London street, pushing her five-month-old daughter in a pram, accompanied by a young girl. The article makes several references to Moss smoking, as does one of the captions next to the photograph of her lighting the cigarette. The article mocks the appearance of Kate Moss, making reference to her hair, clothes and cigarette:
“Sporting straggly hair-extensions – and at one point, a fag dangling from her lips – Kate, 29, had more in common with Pauline Fowler than a catwalk queen.”
Rodger, J. (2003).
In this article, Kate Moss has been likened to an older television-soap character due to the fact that is smoking. Her image has been portrayed by Hot Stars as very shabby. The fact that Moss is in possession of plastic carrier bags, (rather than designer ones, as noted by Hot Stars), also helps to build the scruffy image Hot Stars attempts to convey. This article does not openly condone smoking, in fact Jennifer Rodger writer of the article, appears to characterize smoking as very ‘un-glamorous.’ The fact that the article and photographs were printed, however, suggests that the Hot Stars does excuse smoking to some extent.
(Appendix Two). Kate Moss.
Now. (2003). Kate becomes a super model mum. 9 – 15 April 2003.
Now magazine features photographs of Kate Moss with her daughter, in glamorous Primrose Hill, North London. The photographs simply show a mother and daughter outing, but the article in Now takes the angle that Kate is a ‘model mum.’ At the beginning of the article, reference is made to her appearance:
“While most new mums would be happy just to fit into their old jeans, Kate Moss goes one step better, looking every inch the supermodel on a day out with her daughter.”
Now. (2003).
It is then noticeable that, even though Kate Moss is looking glamorous, she is still pictured pulling on a cigarette. The caption next to the photograph reads:
“Time to have a quick fag and blow the calories with a full-sugar coke.”
Now. (2003).
Now appear to dismiss the fact that Moss is smoking by grouping it with the slightly more trivial issue of dieting. From one angle, Now seem to be showing how Moss still has her vices despite being the ‘model mum’. From another angle, the caption could be interpreted in the way that the reason Moss appears so glamorous and model-like is because she is only consuming a cigarette and one bottle of coke. Now are perhaps not intentionally attempting to portray Moss as anything other than a beautiful woman and good mother, however the fact that they depict her smoking could dispute both of these claims. This theory lies heavily on who reads the article and how they perceive it; however, a mother who smokes is not recommended on any level.
(Appendix Three). Kate Moss.
Hammond, D. (2003). new! The Secret Life of Kate. April 2003
new!, an additional celebrity magazine to recently hit the shelves, has featured an article on the ‘Secret Life of Kate Moss.’ The article contains many aspects of Moss’s life, ranging from how she was first discovered as a model, her penchant for champagne and her smoking habit.
The bottom, right hand corner of the two-page spread on the supermodel, is illustrated with a highly unflattering photograph of Moss smoking while heavily pregnant. The caption next to the picture reads:
“Kate once told an attendant at the National Portrait Gallery to “f*** off” when he asked her to stub out her cigarette, and she was photographed smoking several times while she was pregnant. Her spokeswoman insisted that Kate was trying to give up, but that it was a real challenge.”
Hammond, D. (2003).
“Kate was reportedly horrified when she learned that pro-smoking group Forest had nominated her their smoker of the year – but she was still back on the ciggies within weeks of giving birth.”
Hammond, D. (2003).
Here, new! does not appear to display a positive or negative opinion towards Moss’s smoking habit, the writer simply presents the alleged details. The attention, however, must be focused on the article as a whole and the way in which Moss is represented.
A photograph of a portrait of Moss, painted by Lucien Frued, is included in the article, along with images of Moss’s Calvin Klein advertisement and her controversial photograph on the cover of The Face. Moss looks enviably beautiful in all of these images. Details of Moss’s membership to the ‘celebrity haunt’, The Wellington Club, where her portrait hangs on the wall, are also featured. Moss is presented as a mother with a happy family, and her love of horses and the countryside are also depicted. In this article, it seems that Moss has a wonderfully desirable life. Although the unfortunate facts about her smoking habit are touched upon briefly, it is clear that her life is generally admirable.
As a beautiful, successful and contented woman, some young people are certain to crave what Kate Moss possesses. It is true that Moss is still the epitome of ‘cool’, in her appearance, dress sense and the way she conducts herself, and perhaps young people may be influenced to take up aspects of her life, in an attempt to emulate her.
Her interests such as drinking champagne and partying in expensive celebrity bars, are usually inaccessible for young people, however smoking is not. The way in which Moss has rebelled against figures of authority, such as the attendant in the National Portrait Gallery, may also serve to impress and influence a younger audience.
Every celebrity magazine will print a photograph of Kate Moss if it is of interest, regardless of whether she is smoking or not. The fact that magazines print a picture of her smoking, when it is unnecessary to the article is, perhaps, something that should be considered further.
(Appendix Four). Elizabeth Jagger.
Now. (2003). Elizabeth’s no daddy’s girl. 16 – 22 April 2003.
The media has recently shown a considerable amount of interest in the nineteen-year-old daughter of Mick Jagger, Elizabeth, since she has been dating a man 25 years her senior. Reports that Robbie Williams has also been vying for the attentions of Elizabeth Jagger and her status rise as a catwalk model have also ensured her establishment in the media limelight.
Now magazine has featured photographs of Elizabeth Jagger and her 44-year-old boyfriend walking through Los Angeles where Jagger is pictured smoking in one of the photographs. The caption next to the specific photograph reads:
“Strolling in the LA sunshine, Michael and Elizabeth can’t resist a quick fag.”
Now. (2003).
The caption almost mocks the celebrity couple; however, the entire article must be taken into consideration. Jagger’s relationship with Michael Wincott, has been notorious throughout the media, as it is against her father’s wishes. At eighteen, Elizabeth Jagger seems to have defied her father, with the rebellious act of rekindling her relationship. The article suggests this rebellious element when it reads:
“…Elizabeth seems…determined to rekindle her relationship…”
Now. (2003).
“She had dumped the…actor last year after pressure from her Rolling Stone father and said recently: ‘He’s way too old for me – he’s in his forties.’ Now she appears to have had a change of heart.”
Now. (2003).
“So it could be that her 59-year-old daddy’s advice isn’t always right, especially as he has dated a string of younger women, including model Sophie Dahl, 24, and…Luciana Morad, 30?”
Now. (2003).
The evidently rebellious act of Elizabeth Jagger dating an older man, against her father’s wishes, along with the fact that she is a young, beautiful catwalk model, may be the key ingredients that cause young people to take up smoking. Individual articles, such as this are not necessarily to blame for the rise in teenage smoking, but when magazines portray messages such as these, they may play a part in encouraging young people to associate rebellion with smoking.
(Appendix Five). Charlotte Church.
Hartley, C. (2003). The Sun. Thong Bird. 9th April 2003.
Continuing the concept of young celebrity icons using cigarettes as a way to rebel against their parents, Charlotte Church has been pictured smoking in the press, heavily in the last few weeks. Church has recently moved in with her DJ boyfriend, despite her mother’s disapproval and has been photographed wearing a T-shirt inscribed with the slogan: ‘My Barbie Is A Crack Whore.’ As an opera singer with the voice and image of an ‘angel’, Church seems to be desperately rebelling against her public-eye persona and her parent’s wishes. The Sun article in question clearly demonstrates this.
The feature presents photographs of Church sunbathing with her boyfriend, wearing very little clothing and smoking a cigarette. Making reference to her current desire to rebel, journalist Clodagh Hartley refers to Church as “Rebel Charlotte” and writes:
“Cardiff-born Charlotte has been desperate to dump her Voice Of An Angel image.”
Hartley, C. (2003).
Through media coverage, it seems that Church is trying to emulate a rather more rebellious and cool persona, than the one that has been created for her through her opera singing career. By representing Church’s current actions through articles and images such as this, young people could, mistakenly, create a link between rebellion and smoking. The taunting article may, however, deter young people from smoking, when they discover how Church has been dealt with in the press, especially with regard to the writer’s closing comment:
“Don’t worry, Charlotte. We all make an ass out of ourselves in our nico-teens.”
Hartley, C. (2003).
(Appendix Six). Colin Farrell.
Rodger, J. (2003). hot stars. Oh Gwyn and bear it Colin – this lady does not fancy you! 15 – 21 March 2003.
This article, featured in OK! supplement, hot stars, states that notorious ‘ladies man’ and Irish ‘lad’ Colin Farrell has attempted to get a date with Hollywood actress Gwyneth Paltrow. Paltrow, however, turned down Farrell as she is currently in a relationship with Coldplay front man, Chris Martin. The large photograph of Farrell depicts the actor with a sly smile and a cigarette hanging from lips.
In the article, by Jennifer Rodger, Farrell is described as,
“hellraiser Colin Farrell”, “The Hollywood bad-boy” and “cocky Colin”.
Rodger, J. (2003).
The way in which Farrell has been illustrated with a cigarette in his mouth, seems to accentuate the idea of his bad-boy image. As a self confessed ‘fan of casual sex’, Farrell is undoubtedly an icon for teenage males throughout Britain. As a handsome ex-model and Hollywood actor, he is also likely to attract the attention of young females. By writing an article about Farrell’s womanising traits and illustrating it with a photograph of him smoking this could be a clear link from ‘cool’ and rebellious behaviour, to smoking, for young people.
(Appendix Seven). Evan Dando.
Harris, S. (2003). Time Out London. Evan’s wait. February 26 March 2003.
Time Out London featured a three-page article on rock star and ex lead singer for the Lemonheads, Evan Dando, which included a full-page photograph of him holding a cigarette. Being a notoriously impure celebrity, Dando is described in the article as a:
“Pop pin-up and drug fuck up”
Harris, S. (2003).
Similarly to the case of Colin Farrell, the fact that Dando is smoking on the photograph accompanying the article, is almost illustrating his ‘bad-boy’ image. A quote in large font is positioned in the centre of the text reading:
“’I wasn’t gonna leave this silly planet without shooting up – it’s a beautiful process, you know’.”
Harris, S. (2003).
Interviewer, Sophie Harris, comments on Dando’s smoking habit in the article by linking it with his previous heroin addiction:
“He’s been sober for nine months now, and talks almost as enthusiastically as he smokes.”
Harris, S. (2003).
Her following sentence describes Dando’s appearance:
“Still confoundingly handsome (surf-pretty hair, square set shoulders).”
Harris, S. (2003).
It is unfortunate that the two factors are coupled together in such a manner, as this may suggest that cigarettes have a connection to being rugged and handsome. The reality that Dando was in fact a former drug addict also symbolises rebellion to greatest extent. This is one thing young people may pick up on and that should never be associated with cigarettes.
Teen Magazine, Bliss, celebrity smoking article:
(Appendix Eight): Bliss. Puff Baddies. (2003). April issue
In April 2003, Teenage magazine, Bliss, featured an article exposing celebrity smokers:
“Smoking is so not a good look. Just take a look at this mingin’ lot.”
Bliss. (2003).
This magazine is acting responsibly towards its readership, through highlighting the unattractive image of celebrity smokers, rather than condoning the habit. The article pictures celebrities such as Ben Affleck, P Diddy and Jenny Frost pulling on their cigarettes. The amusing captions ridicule the celebrities because of their habit and the message of the article is made clear through the National No Smoking Day details being provided. The fact that a teenage magazine should convey such a message is commendable, especially in comparison to the other forms of print media that have been studied. The theory that merely printing these images could encourage young people to smoke, should still be considered, however the anti-smoking message of this article is certain and therefore it appears positive.
Many other influential, successful and glamorous stars to have been photographed with a cigarette, include, Samantha Janus: (Appendix nine), Kate Winslett: (Appendix ten), Britney Spears: (Appendix eleven) fifties film icon, Audrey Hepburn: (Appendix twelve) and Courtney Love: (Appendix thirteen).
Conclusion
Despite the recent ban on the advertising and promotion of tobacco in the media, it is a fact that images of smoking are still widespread and easily witnessed by young people. It is perhaps too early to understand the extent of the effect the recent government anti-smoking attempts have had the youth of today. The Department of Health study, (Guardian, 2001), the School’s Health Education Report (BBC, 2003), and the School Health Unit Report (Guardian, 2003), however, show that smoking in teenagers is still on the increase.
Guardian. (2001 and 2003). BBC. (2003).
An article written by Dave Hitt reveals his theory that to some young people, smoking is cool and this supports the theory that smoking has an element of rebellion and taboo. According to Hitt, it is possible that government action, such as condemning smoking, raising taxes and enforcing age limits, causes smoking to appear more cool, not less.
Hitt, D. (1999).
In her study, A Closer Look at the Media’s Influence on Tobacco Use on College Campuses, Erin Abraham states that smoking can make it easier for a young person to integrate and feel part of a group. As aforementioned, Abraham’s study gives clear indications of some of the primary reasons young people take up smoking. These reasons are often due to the insecurities and low self-esteem experienced by young people and their desire to ‘fit-in’.
Abraham, E. (1999).
The study by Abraham, also looks at the way smoking is represented through Hollywood celebrities. According to Abraham, “For decades, Hollywood and the tobacco industry have walked hand in hand, promoting and glamorising tobacco use”. Abraham states that famous stars, throughout the Forties and Fifties, such as Katharine Hepburn, Greta Garbo, Rita Hayworth and Lauren Bacall helped make cigarettes appear sexy and sophisticated.
Abraham, E. (1999).
According to Abraham, the young Hollywood stars such as Drew Barrymore, Jennifer Aniston, and Neve Campbell, who are constantly pictured smoking in the media, help to promote the tobacco industry and make smoking appear to be a cool and acceptable activity in our society. Abraham’s study enables a correlation to be found between the theory that young people are effected both by the media and influenced by celebrities.
Abraham, E. (1999).
Theories from the book ‘Ill Effects’, edited by Martin Baker and Julian Petley, (published by Routledge, 1997), support the aforementioned ideas. Extracts taken from the chapter written by Buckingham he describes the way a child is viewed by society:
“Since ancient times, the idea of childhood has been invested with far-reaching hopes and anxieties about the future.”
(Buckingham, 1997, 32)
With regard to the media, Buckingham explains:
“The combination of the two is therefore bound to invoke profound concerns about the continuity of the social order and of fundamental human values.”
(Buckingham, 1997, 32)
Although the chapter is concerning the effect of violence in the media on children, this theory still supports the notion that media can and does have negative effects on its recipients, especially children and young people. Ian Vine also highlights the point that the media is simply a form of communication which transmits messages to the masses.
Vine, I. (1997, 125).
If we are to take in to account the theories of Dave Hitt (The Hittman Chronicle, 1999) and Erin Abraham (A Closer Look at the Media’s Influence on Tobacco Use on College Campuses, 1999), who believe that young people are affected by the media, then the idea that the media is influencing smoking in young people is a very plausible one.
I believe that, although the government has attempted to curb the rise in teen smoking, by issuing the ban on tobacco advertising, there are still images of smoking prevailing through the media, which can never be restricted, governed or banned.
In some ways I believe the images of celebrities smoking to be more powerful than some of the advertising campaigns which have been banned. The image of a glamorous celebrity is persuasive and seductive and for some young people, celebrities smoking could definitely prove more influential that tobacco advertising.
Having said this, I feel that celebrities and the media can only influence young people to a certain extent, as direct influences from peers and the family are much more influential.
Bibliography:
Buckingham, D. (1997). Ill Effects, the media violence debate. Chapter Two: Electronic child abuse? First Publication 1997. London: Routledge. Pages
Vine, I. (1997). Ill Effects, the media violence debate. Chapter Eight, The dangerous pschyo-logic of ‘effects’. First Publication 1997. London: Routledge. Pages
Print media Articles:
Bliss. (2003). Celebrity Snoop. Bliss. April. Page 189. (Appendix 8)
Hammond, D. (2003) the secret life of… Kate Moss. New! 7th April, page 32. (Appendix 3).
Harris, S. (2003). Evan’s wait. Time Out London. 26th February – 5th March, pages 12 – 13. (Appendix 7).
Hartley, C. (2003). Thong Bird. The Sun, 9th April, page 19. (Appendix 5).
heat. (2003). Kate Winslet: “I’m smoking a faaag.” 22nd – 28th February, page 36. (Appendix 10). (a).
heat. (2003). 100% Unapproved. (Within: Scandal!) 8th – 14th March 2003, page unknown. (Appendix 9). (b).
heat. (2003). It’s a disaster. heat. 5th – 11th April, page 74. (Appendix 13). (c).
New! (2003. Clean up your act, Britney! New! 28th April, page 10. (a) (Appendix 11).
Now. (2003). Elizabeth’s no daddy’s girl. Now. 9th – 15th April, page 14. (Appendix 4). (a).
Now. (2003). Kate becomes a super model mum. Now. 9th – 15th April, page 13. (Appendix 2). (b).
Rodger, J. (2003). hot stars. Kate goes from glam to pram. 15th – 21st March, page 10. (Appendix 1).
Rodger, J. (2003). Oh, Gwyn and bear it Colin – this lady does not fancy you! 15th – 21st March, pages 6 – 7. (Appendices 6.1 and 6.2 ).
Stevens, R. (2003). Now. Rachel Stevens’ passions. 2nd – 8th April, page 98. (Appendix 12).
Internet Sources:
Abraham, E. (1999) College Smoking On the Rise: A Closer Look at the Media's Influence on Tobacco Use on College Campuses. Available 1999/
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BBC. (2003). BBC News Education. More Children Try Smoking. Available 11th March 2003.
<>
Carvel, J. (2001). Guardian Unlimited. Underage Drinking and Smoking on The Increase. Available 27 July 2001.
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Hitt, D. (1999) The Hittman Chronicle. The Only Way To Curb Teen Smoking. Available April 1999.
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Miles, T. (2002) EU Court OKs Ban On 'Light' and 'Mild' Cigarettes, Parker and Waichman. > Available on 20th October 2002
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Taylor, E N. (No specified date). The Dangers of Smoking. <>
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