Major Assignment 2
Major Assignment 2 Unit II Contextual Analysis
How the Americanization of Cigarettes disproportionately
Affected the African American Community:
Ashley Vidal
April 24, 2022
In recent years, the connotation associated with the Tobacco Industry has been viewed in a more negative light now that the public is increasing its awareness of all the health risks cigarettes impose on the general public. Even though a distinction between menthol cigarettes and regular cigarettes has not yet been explicitly clarified it should be noted the increased severity of health risks menthol has over regular cigarettes. In spite of these common misconceptions, it seems that more educational discussions are being held in classrooms and public spaces, condemning the use of tobacco products, specifically, cigarettes. However, it is still essential to analyze how the Tobacco Industry strategically and successfully infiltrated desired demographics to avoid falling into the same traps now that vaping and Juuls have become popular amongst the younger generation. It is significant to note that these desired demographics that are purposely targeted are the minority and disadvantaged groups of society, a major one being the African American community. Deep-rooted ties can be traced back between the Tobacco Industry and the African American community dating back to the 20th century in many ways besides simply selling a specialized product to a consumer.
The Tobacco Industry has impacted the Black community by social, political, and economic means that have uniquely damaged this population in the United States. Tobacco companies were well aware of the health risks menthol cigarettes posed to the public yet despite this they predatorily exploited the African American community by utilizing racially motivated marketing strategies after WWII. By conducting this analysis I hope to shed light on not only a public health issue but a social justice issue as well. In addition, I aim to unpack and analyze the successful marketing strategies utilized by the Tobacco Industry in order to examine the negative effects on the African American community. I will be drawing my support from studies conducted by Edith D. Balbach in R.J. Reynolds’ Targeting of African Americans: 1988–2000 and by Sarah D. Mills in Disparities in retail marketing for menthol cigarettes in the United States, 2015. As well as articles from the Professor of Sociology at North Carolina State University Michael Schwalbe in Menthol Marketing Exposes Institutional Racism, The Washington Post, and a short film from Truth Initiative called Black lungs/Black lives.
There is a direct relationship between the retail marketing of menthol cigarettes and neighborhood demographics that significantly impacts the methods chosen to advertise these products. There are more enticing and attractive advertisements in minority-based and low-income neighborhoods. A 2015 study conducted by Sarah D. Mills does a remarkable job of highlighting the three major tactics tobacco companies tend to use in these types of neighborhoods. However, the study does show the inconsistency of the kind of tactics used due to the varying city and state in which these studies are being conducted compared to others. Nonetheless, some commonalities noted in this study show three tactics: exterior advertising, price promotions, and pack prices menthol vs. non-menthol (Mills 7). One example of exterior advertising being put to work was by the leading company Newport having an increased quantity of ads and billboards in African American communities, as well as decreasing the prices of their menthol packs in these areas. Mills goes on to specify, “Price promotions for Newport were more common in neighborhoods with the highest quartile of Black residents.” and “Prices of Newport were cheaper in the neighborhoods with the highest quartile of youth, black residents and lower-income households” (Mills 1). Mills also addressed the differences in experiences for menthol cigarettes which had a cooling effect that would block pain receptors in one’s mouth and throat. This would mask the harshness of the smoke allowing for deeper inhalation of harmful ingredients and greater nicotine consumption (Mills 2). These effects would make it easier to start and harder to quit appealing to younger demographics in these minority-based communities. Many studies that share the same topic also aim for a change in our policies, one looking more in-depth in the R.J Reynolds Tobacco Company which launched the leading brand Salem and a failed launch, Uptown.
In 1956, R.J Reynolds Tobacco company introduced Salem, the first menthol cigarette with a filter tip which was the best seller in the U.S but then later launched a second brand of menthol cigarettes called, Uptown. R.J.R most definitely used racially motivated marketing strategies to target and expand their African American demographic. According to Edith D. Balbach, during the two years surrounding the Uptown launch and the push for Salem Reynolds tobacco company more notably utilized two major tactics to achieve their desired outcome. Highlighted in their internal documents these features were one; the reliance on the image of the cigarettes to be a “class and quality” product to be associated with success and a “good life” that would be mostly featured in magazines with a high African American readership (Balbach 822). Two; R.J.R began building close community relations through the involvement of funding African American Community events, corporate giving, and image advertising to promote the company in a positive and relevant light. On the other hand, one has to take into consideration that the internal documents only stated a planned strategy to target the African American community and did not mention if they successfully fulfilled these desires.
In Balbach 1988-2000, the study goes into depth about the persistence in associating Salem and Uptown with very specific vibes that were meant to rival Newport among the younger adult black males. Both Salem and Uptown drew upon “nightlife, entertainment, and music”, Uptown focused more heavily on premium quality and style as compared to Salem which leaned towards a more “fun mainstream acceptability and familiarity”. Smokers who bought these brands were thought to be in the eyes of R.J.R, “motivated by style and good taste” and be associated with “success and masculinity”(Balbach 823-824).The deviation from the usual blue and green color scheme that Newport adopted R.J.R went with a black and gold color palette to reflect its premium status and image. To target the African Community even more R.J.R initiated a Menthol initiative program (MIP), “For example, in a February 1990 monthly report on the MIP originally titled “Black Initiative Monthly Marketing report,” “Black” was crossed out and “Menthol” was written in by hand”( Balbach 824). The study analyzed advertisements published in four magazines, three having a majority African American Readership (Jet, Ebony, and Essence) and one having a majority White readership (Peoples Weekly). The study showed during 1999-2000 ads in the Jet magazine continued to emphasize escape/fantasy with 71.9% featuring this theme compared to only the 30.8% being featured in People’s Weekly (Balbach 824).
R.J.R ads had a more of a likelihood to feature mentholated brands in Jet than Peoples Weekly, however, during other time periods, the results would slightly change to having more ads in People’s weekly or be half and half. Lastly, one of the more conclusive pieces of evidence in this study is a quoted speech from a Senior R.J.R official during a 1988 speech stating, “The company has made a unique effort to reach Black smokers since 1960s because this group of consumers does not share the same desire and perceptions as the general market. Menthol smokers take up 29% of the general market, and 70% are black smokers who choose menthol, that is why promotions make sense to put ads in black media and communities” (Balbach 824). A press release in December 1986 in Philadelphia Daily news announced that Uptown was designed for African American smokers which then led to grass-root organizations and advocates of the community forcing the recall of Uptown. One fellow tobacco company commented on the scandal saying, “Marketing cigarettes to minorities was not new, saying it was” (Balbach 824). This further reinforces that these companies did target these communities purposefully but knew the African Americanization of menthol cigarettes should be kept out of the public eye.
By taking a closer look at some cigarette ads by both R.J Reynolds and Newport, it can be concluded that Tobacco Companies enticed potential Black smokers by romanticizing the act of buying menthol cigarettes. Many menthol cigarette ads romanticized smoking by featuring a couple in the advertisement or utilizing modern trends like staying slim to attract potential buyers. One instance of romanticization can be seen in an advertisement for Salem Menthol Cigarettes in 1960. The Salem advertisement utilizes bright neon colors which not only does a good job at catching the reader’s eye but also appeals to the “emphasized nightlife” (Balbach 824). It showcases a young, attractive couple on a night out enjoying a smoke. They both are seen to be smiling, the man holding the cigarette as the woman points to it implying that Salem brings happiness. The text on the advertisement is diagonally written in big bold letters with a bright-colored font making the words more noticeable. Meanwhile, the surgeon’s general warning is in small hard-to-read letters in a white text box on the upper corner making it lackluster and easier to glance past. The phrase “Get the wrap” is commanding the audience to go purchase this product, while the phrase towards the bottom “Stays Fresher Longer” attempts to dispel any doubts about whether to purchase it or not. Advertising cigarettes as fresh implies that it is easier to smoke because they’re clean when really it is because of the blockages made in the throat pain receptors persuading smokers to go out and buy this product. The ad also does a successful job appealing to both men and women, men are appealed to by the nightlife themes and having a pretty girl on their arm. While on the other hand, women are appealed to with the slogan Freshness which has more feminine associations by not wanting to have a dirty manly smell on them.
Similarly, Newport the biggest competitor of R.J Reynolds and in the Tobacco Industry as a whole takes a similar approach to market to the African American community. In this example, I will be analyzing two ads from Newport, the one on the left has a light blue color as the backdrop matching the packaging. As well as reinforces the theme of coldness the ad is trying to perpetuate by using white bolded letters towards the top right of the advertisement. In comparison to the Salem ad, Newport also uses an African American couple in similar poses. The man holding the cigarette and a woman on his arm, in this instance her looking at the cigarette instead of pointing. The calmer expressions seen on their faces appeal to more of the coldness Newport is going for in this ad and put the logo in the same place, the bottom left corner. The ad on the right side takes a different approach relying more on pleasure and freshness targeting African American women. The green backdrop which matches the packaging gives off the theme of freshness supported by the roses. Incorporating the flowers not only romanticizes the product because roses are a symbol of love and pleasure. The bouquet helped support the association by trying to make these cigarettes seem fresh and even smell nice appealing to women. As well as the text “Slim 120’s” implies it helps stay slim and attractive like the model in the ad which was a popular trend going around during the 1970s. Lastly, the surgeon’s general warning is in the same format as the Salem ad, in a small white box off to the side to highlight the efforts to make consumers overlook the warning label.
The aftermath of this persistent exploitation of the African American community committed by Tobacco companies has had lasting and uniquely damaging repercussions that are still being faced in modern-day. To put these damages into perspective, according to a psychology professor at NCSU, “It isn’t just that 45,000 Black Americans die of tobacco-related diseases every year; it isn’t just that tobacco use is the main risk factor for the leading causes of death—heart disease, cancer, stroke—among Black Americans . . . It’s worse than that.” (Schwalbe). Despite all these consequences, no action has been taken by the FDA the Obama, or the Trump administration. Neither has treated the devastating health effects on the Black community as a crisis in the slightest. In a Washington Post interview, Latraya Hester spokeswoman for NAATPN ( National African American Tobacco Prevention Network) states, ” When it’s African Americans, It just seems that people are slow to move” (Knowles). Only one year after the General Surgeon Report was released in 1964 congress passed the Federal Cigarette Labeling and Advertising Act of 1965 requiring warning labels on cigarette packaging. 
In 2009 The FDA banned flavored cigarettes however because of lobbyists in the Tobacco Industry menthol cigarettes were exempted. In 2011, another call was made in hopes of banning menthols, evidence was reviewed, and it was concluded that it would indeed benefit the health of the general public, however, no action was taken (Mills 10). Exploiting vulnerable groups of society doesn’t stop with menthol cigarettes. The new and improved public health risk of today’s generation are Juuls and Vapes which have made their target demographic young adults. Following the steps of tobacco companies, Juuls are expanding on these successful marketing strategies and applying them to social media where most teenagers live. The similarities between the marketing of cigarettes and Juuls are simply too alike to be coincidental and it is crucial to understand these comparisons. E-cigarette companies lead the public to believe they are different from the big bad tobacco companies when in reality nothing has changed. The target has shifted but the mechanics have remained the same.
Work Cited:
Balbach, Edith D, et al. “R.J. Reynolds’ targeting of African Americans: 1988-2000.” American journal of public health vol. 93,5 (2003): 822-7. doi:10.2105/ajph.93.5.822 ‘https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1447846/pdf/0930822.pdf
“Black Lives / Black Lungs – YouTube.” Youtube, Truth Initiative, 6 Aug. 2017, https://www.youtube.com/watch?v=Eeg5BNx–uQ.
Gandhi, Kunal K. “Lower Quit Rates among African … – Wiley Online Library.” Wiley Online Library, 2 Feb. 2009, https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1742-1241.2008.01969.x.
Knowles, Hannah, and Laurie McGinley. “As Trump Tackles Vapes, African Americans Feel Stung by Inaction on Menthol Cigarettes.” The Washington Post, WP Company, 2 Nov. 2019, https://www.washingtonpost.com/national/health-science/as-trump-tackles-vapes-african-americans-feel-stung-by-inaction-on-menthol-cigarettes/2019/10/31/d06e93d2-e6ec-11e9-a331-2df12d56a80b_story.html. https://www.washingtonpost.com/national/health-science/as-trump-tackles-vapes-african-americans-feel-stung-by-inaction-on-menthol-cigarettes/2019/10/31/d06e93d2-e6ec-11e9-a331-2df12d56a80b_story.html
Mills, Sarah D et al. “Disparities in retail marketing for menthol cigarettes in the United States, 2015.” Health & place vol. 53 (2018): 62-70. doi:10.1016/j.healthplace.2018.06.011 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6161357/pdf/nihms-1501265.pdf
Schwalbe, Michael. “Menthol Marketing Exposes Institutional Racism.” ASH > Action on Smoking & Health, 2 Apr. 2021, https://ash.org/menthol-markeating-institutional-racism/.
https://ash.org/menthol-marketing-institutional-racism/