SciELO - Scientific Electronic Library Online

vol.75 issue2Evolution of the socio-economic differences in the use and accessibility of health services in Spain between 1987 and 1995-97 author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Services on Demand




Related links


Revista Española de Salud Pública

On-line version ISSN 2173-9110Print version ISSN 1135-5727


SARRIA-SANTAMERA, Antonio; CORTES-BLANCO, Manuel  and  ELDER, John. Analysis of the 1999-2000 Fortuna brand cigarette advertising campaing. Rev. Esp. Salud Publica [online]. 2001, vol.75, n.2, pp.107-114. ISSN 2173-9110.

The majority of tobacco advertisement in Spain is directed at youth. This advertisement, carried out on several fronts, is particularly effective with young people. In the present work we analyze different advertising efforts involved in the ad campaign carried out by Fortuna-brand (a product of the company Tabacalera S.A., and sector leader of sales in Spain) in 1999 and 2000. In terms of their marketing strategy, we can conclude that Fortuna's principal commercial objective is presenting tobacco as intrinsically associated with being young. Both the indirect promotion of its products through activities and its commercials, are aimed towards developing the image that tobacco symbolizes the series of core values more appreciated by youth. Relevant legislation will have to be adapted to this reality in order to control specifically the manner in which publicity such as that promoted by Fortuna is directed to the population.

Keywords : Publicity; Tobacco; Public policy; Regulation.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )


Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License