Turning “Smoking Man” Images Around: Portrayals of Smoking in Men's Magazines as a Blueprint for Smoking Cessation Campaigns

Abstract

Published scholarship documents the prevalence and health risks of smoking among men. There is also a rich tradition of studying the normative influences of the media in constructing and propagating images of healthy/unhealthy behaviors such as smoking. To understand the construction of these media-propagated smoking images toward male audiences, this article studies all advertising and editorial content of 3 major men's magazines for 2001 using rhetorical and content analyses. The emergent themes construct the smoking man as sensual, in another place, independent, and mysterious. The authors recommend turning around these themes of the masculine “smoking man” for the purpose of strategic media planning and developing message-targeting guidelines for smoking cessation and prevention messages directed at men.