An exploration of the Indonesian public perceptions of the ethics of tobacco advertising

Tjandra, Nathalia C; Aroean, Lukman; Prabandari, Yayi Suryo

Abstract

This paper aims to explore the Indonesian public perceptions of the ethics of tobacco advertising. Six focus groups and thirty personal interviews were conducted in eight urban villages in Yogyakarta, Indonesia to gather data. The findings indicate that the majority of participants believe that tobacco advertising is unethical. Participants recognised that to attract their primary target market, young male consumers, tobacco advertising adopted attractive themes such as enthusiasm, persistence, bravery, enjoyment, masculinity, success, humour, youth, adventure and family. Most participants also believed that tobacco advertising is targeted at children and teenagers who do not understand the underlying messages of tobacco advertising. The study is concluded by offering a number of implications for tobacco advertising policy in Indonesia. Introduction and background / rationale

Citation

Tjandra, N. C., Aroean, L., & Prabandari, Y. S. (2019, June). An exploration of the Indonesian public perceptions of the ethics of tobacco advertising. Paper presented at 6th World Social Marketing Conference, Edinburgh

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: 6th World Social Marketing Conference
• Start Date: Jun 4, 2019
• End Date: Jun 5, 2019
• Deposit Date: Feb 25, 2020
• Public URL: http://researchrepository.napier.ac.uk/Output/2135889