In recent years, anti-tobacco lobbyists and health experts have focused on the issues surrounding women and smoking. This has largely been in response to legitimate concerns about the increasing numbers of young women who are taking up the smoking habit. However, this doesn't mean that we can ignore the fact that smoking has always been - and continues to be - a male activity.
In Canada, over a million 15-24-year-olds smoke, with teen smokers aged 15-19 the age group most open to quitting and teen smokers aged 20-24 the age group most resistant to quitting.
The breakdown by gender of young people who smoke looks like this:
Ages 15 - 19
Male
20%
Female
26%
Ages 20 - 24
Male
36%
Female
32%
Source: Tobacco in Canada, 2002.
Although more girls than boys aged 15-19 smoke, the boys are more likely to be heavy smokers - making it harder for them to quit the habit later on. Boys are also more likely to consume other tobacco products such as cigars and chewing tobacco.
"It is hypothesized that very young starter smokers choose Export A because it provides them with an instant badge of masculinity, appeals to their rebellious nature and establishes their position amongst their peers."
Export Family Strategy Document, 22 March 1982, RJR-Macdonald Inc.
Young males represent a particularly lucrative target market for advertisers, who play on their insecurities about breaking away from childhood, forging their own identities, and becoming "men." Tobacco ads geared to boys associate smoking with positive messages about masculinity based on success, confidence, sophistication, coolness, athletic ability, sexual attractiveness, independence, rebellion, adventure, risk-taking and self-fulfillment. These messages are reinforced not only by magazine ads, but also by sponsorship of racing and extreme sporting events, and by portrayals of tobacco use in the movies, television shows and music videos enjoyed by male teens.
"We're not handing out money for nothing. We have gone into this very thoroughly, and the entire publicity is built around motor racing - seen as a fast, exciting,
trendy sport for the young."
Gordon Watson, British American Tobacco, 1984.
The combination of sports and tobacco is a powerful way for tobacco marketers to reach young males. Sports sponsorship represents a "win-win" situation where tobacco companies get extensive media coverage for both the events and their sports heroes. Boys in particular are more likely than girls to remember advertisements for tobacco-sponsored sporting events, and studies have found that the favourite cigarette brands of teens are the same brands that dominate such events.
Another popular strategy for reaching young males is to appeal to their need for independence.
"The industry has long known that the most pressing psychological need of adolescents is their need for independence, autonomy, self-reliance - as they seek an adult identity independent of the family cocoon. The brands most successful with teenagers are those that offer adult imagery rich with connotations of independence, freedom from authority, and self-reliance. The Marlboro Man epitomizes this, as he is totally and autonomously free - usually alone and interacting with no one, and always with no parents, no older brothers, no foreman, no bullies, indeed no one at all whose authority must be respected. There is not even a sheriff in Marlboro Country."
Dr. Richard Pollay, "Export A Ads are Extremely Excellent, Eh?"
Filter Tips Magazine, Autumn, 1998
Reasons for smoking: boys vs. girls
For the most part, teenage boys and teenage girls smoke for the same reasons. Low self-esteem, risk-taking, lower socioeconomic status and smoking by parents, siblings and friends - all these can influence a young person's decision to smoke. However, research has shown that adolescent boys are more likely to use smoking as a way to relieve stress or to "get along" in life, whereas adolescent girls appear to smoke more for social reasons.
Office on Smoking and Health
Centers for Disease Control and Prevention,
U.S. Department of Health and Human Services
Girls are also more likely than boys to use smoking as a way of controlling appetite and weight - but recent studies have found that some adolescent males are using tobacco for the same reasons. Researchers have discovered that boys aged 9-14 who think they are overweight are 65 per cent more likely to think about or try smoking than their peers. Boys who work out every day in order to lose weight are twice as likely to experiment with tobacco.
Marcus, A. (1999) "Body Image Tied to Smoking in Kids."
Why do men smoke?
-
For stimulation - to relieve boredom
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For pleasure
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To be sociable
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To relax
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As a sign of independence
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For weight control
-
Because they are addicted
Statistically, males who smoke are most likely to be:
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Young adults
-
Individuals who are unemployed or have lower incomes
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Individuals who are less educated
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Aboriginal
-
Francophones
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Individuals in blue-collar jobs
Health hazards to men from smoking
In addition to coronary heart disease and lung cancer, male smokers also risk:
-
Breathing problems, such as emphysema and chronic bronchitis
-
Cancer of the throat, mouth, larynx, esophagus, pancreas, kidney or bladder
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Impotence and diminished sexual functions
__________________________
Sources:
Health Canada, "Living Smoke Free: Educational Resources and Research" 2001.
"Formula One and Tobacco: The world's most dangerous sport?" Evidence to the FIA regarding the link between tobacco advertising/sponsorship and increased smoking. Action on Smoking and Health (ASH). 1998.
http://www.ash.org.uk/html/advspo/html/formula_one.html#_Toc424530302
World Health Organization: "Tobacco and the Rights of the Child."
Quotes: World Health Organization: "Tobacco Explained". http://www.who.int/tobacco/media/en/TobaccoExplained.pdf (PDF)
