The research article "The strategic targeting of females by transnational tobacco companies in South Korea following trade liberalisation" offers a comprehensive look at how tobacco companies have strategically targeted women in South Korea. This blog post will delve into the findings of this research and explore how practitioners can use this information to improve their skills and encourage further research.
The Background: Trade Liberalization and Its Impact
In 1988, South Korea opened its cigarette market to foreign companies under the threat of US trade sanctions. Despite strong social stigma against female smoking and restrictions on tobacco marketing to women and children, smoking rates among young Korean females increased dramatically from 1.6% in 1988 to 13% in 1998. This increase highlights the effectiveness of the strategies employed by transnational tobacco companies (TTCs) to penetrate new markets.
Strategies Employed by Tobacco Companies
The research outlines several strategies used by TTCs to target Korean females:
- Market Research: TTCs conducted extensive market research to understand consumer preferences, cultural characteristics, and social changes affecting women and girls.
- Product Design: Brands designed to appeal to females focused on "slim" and "superslim" cigarettes, "light" and "mild" claims.
- Marketing Tactics: Marketing efforts were designed to appeal to the growing numbers of young women entering the labor force. Strategies included using company rather than brand names, retail distribution at venues frequented by females, trademark diversification, and sponsorship.
The Importance of a Gender Perspective in Tobacco Control
The research highlights the need for a stronger gender perspective in implementing tobacco control measures. Given the high male smoking rates in South Korea, tobacco control efforts have historically given limited attention to girls and women. However, the increase in female smoking rates suggests that more targeted efforts are necessary.
Recommendations for Practitioners
Practitioners can improve their skills by implementing gender-sensitive tobacco control measures. Here are some recommendations:
- Data Collection: There is an urgent need for detailed trend data on female smoking behavior. Practitioners should advocate for comprehensive data collection efforts that consider social stigma and underreporting.
- Targeted Interventions: Use detailed data to identify vulnerable population groups and develop targeted interventions that address specific cultural and social factors influencing female smoking.
- Public Education Campaigns: Develop public education campaigns that counteract the marketing tactics used by TTCs, particularly those that associate smoking with body image and female emancipation.
- Policy Advocacy: Advocate for comprehensive tobacco control legislation that bans all forms of tobacco advertising, marketing, and promotion directed at women and children.
The Need for Further Research
This research underscores the importance of understanding industry tactics in order to develop effective public health strategies. Practitioners are encouraged to conduct further research into gender-specific marketing tactics used by TTCs in other regions and apply these insights to strengthen global tobacco control efforts.
To read the original research paper, please follow this link: The strategic targeting of females by transnational tobacco companies in South Korea following trade liberalisation.
