THE SIGN SAYS NO SMOKING", SAYS ONE ACTOR TO ANOTHER IN THE BRITISH FILM
THE FULL MONTY. "IT ALSO SAYS JOB CENTER," IS THE REPLY, "AND I DON’T
SEE ANY OF THEM"
Julia Roberts tries to relieve the great stress she has caused herself, by
sitting on the floor in the hallway of a posh hotel, smoking. When informed
by a bellman that she is on a no smoking floor she asks him, "Do you smoke?"
"Yes ma'am I do." She offers him a drag on her cigarette. He kneels and together
they flaunt the hotel rule.
Sean Penn attracts glares from fellow diners when he lights up in an exclusive
San Francisco restaurant. When informed by Michael Douglas that it is against
the law to smoke in restaurants in California, he responds vehemently "F—-
California."
These are three examples of tobacco industry intrusion into films, not only
promoting their product, but encouraging open rebellion against laws which
have been enacted to protect non-smokers from tobacco users air pollution.
They are also examples of the growing presence of tobacco use in movies.
Cigarette advertising was banned from television on January 2, 1970. Yet,
we find 15% of programs showing tobacco use, a number that is increasing
daily. This may not seem a very large percentage, but given the number of
news programs, children's shows, educational T.V. and sports programming,
it makes for a large percentage of series or entertainment programming. It
is interesting that the Fox network has twice as many incidents of smoking
as does its closest competitor for this dubious distinction. It is not likely
to be a coincidence that Fox network owner, Rupert Murdoch, is also a member
of the board of directors of Philip Morris, the worlds biggest manufacturer
of tobacco products.
Tobacco is actively marketed in the U.S. by tobacco companies through a marketing
mix made up of price, place, exposure, and political influence. Product exposure
in movies and on television is an important part of this marketing mix. The
concern is driven by how such exposure impacts young people. While major
strides have been made in reducing tobacco use among adults, young people
continue to take up smoking at what has become an alarmingly increasing rate,
after years of decline. Given the extensive efforts to educate children about
the hazards of tobacco use, the question is why?
Peer pressure, friends and family members who smoke, use by adult role models
and easy availability of tobacco products are cited as major factors influencing
the increase in tobacco use among youths. Supporting this, however, is the
continuing success of the tobacco industry at portraying tobacco as something
highly desirable. Whether it is rebellion, sex, wealth, power, fame, acceptance
or just fun, the industry has a message saying its yours if you use tobacco.
The billions of dollars available to the tobacco industry for advertising
enables it to inundate young people with these messages. They range from
obvious forms such as billboard and magazine ads to more subtle forms such
as the sponsorship of events.
One of the powerful ways young people receive information on tobacco, is
through watching movies, television and music videos. When an actor or actress
lights up there is no warning about tobacco use. What a young person sees
is someone he or she looks up to, involved in an exciting or fun activity,
and doing it while using tobacco. With a single movie, the tobacco industry
can reach millions of young people in theaters throughout California, across
the nation and around the world.
In addition to advertising, tobacco use in the movies and on television is
frequently utilized as a prop to establish a particular mood or to reflect
a certain time or situation. How much tobacco use in the movies and on T.V.
is a direct result of tobacco industry influences? Only the tobacco industry
knows. Regardless of whether paid or not, every time an actor or actress
lights up, millions of young people receive the message that tobacco us is
both okay and desirable. And lately, we are getting the message that the
laws which protect non-smokers deserve to be flaunted.
One way to reduce the influence of the tobacco use in the movies and on TV
is by increasing young people’s awareness of tobacco industry tactics.
A simple way of raising youth awareness is by introducing and enforcing the
message, "Watch What You’re Watching!" Challenge youths to be active
critical viewers.
Another way to reduce the influence and amount of glamorization of tobacco
in movies and on television is through advocacy. Simple form or hand written
letters to the actor/actress, production company, or anyone actively involved
in decisions making can be effective. Let them know that the amount of tobacco
use does not go unnoticed and is undesirable. The youth may also send letters
of recognition to those who use little or no tobacco and encourage them to
continue their efforts.
More than three-fourths of movies display tobacco use. This sends the message
to young people that using tobacco is a normal activity. They are led to
believe that stars smoke as well as the majority of our population. The reality
is that only 25.5% of our adult population smoke. Let us, as Laryngectomees,
raise our voices again to tell youths what they are being subjected to and
tell movie and TV actors and actresses, producers and directors that we resent
their intrusions.