Analysis of the research showed the male nonsmokers rated an average of fifty-two on an attractiveness scale compared to forty-two for smokers. Female nonsmokers rated an average of sixty-eight compared to forty-seven for smokers. Twelve would be the worst rating, 108 would be the best rating. Our reliable writers deliver Custom Written Research Papers of the highest quality! The report said smokers were rated higher on a scale measuring the viewers' impressions of their sexual activity. On a scale of one to seven, the average rating for the smokers on the videotape was four compared to three for nonsmokers. "What this is probably saying is they are being perceived as promiscuous. It's sexual activity of a negative sort," said Clark. Despite decades of cigarette advertising, male subjects also indicated a greater preference for engaging in intimate behavior with female nonsmokers than female smokers. Clark said that all findings held true regardless of whether the viewers were smokers. Order essay or editing writing services and get assignment drafted by professional writer! "You would think that smokers would not have that bias, that they would not see that person as less likeable or more promiscuous. But that's not true," according to Clark and his colleagues, who cite a number of interesting sources in their study on the "glamorous" side of smoking. Most of these research studies contradict or repudiate the image portrayed in most tobacco advertising. Typical of the smooth and attractive image in tobacco advertising is the magazine Philip Morris: The Best of America, published quarterly by Philip Morris USA ( New York). It is a sophisticated, glossy, trendy magazine. The June 1988 issue features an attractive canoeist on the cover and has perhaps a dozen pages of colored photographs of bronzed, athletic youth and adults jogging, canoeing, and so on. Those featured often have cigarettes in hand. A popular feature is always the "letters to the editor" section--in this issue are smokers' complaints about in-flight smoking bans, pending indoor clean air legislation, and restrictions on their freedom of choice. The feature in the June 1988 issue was a reader survey conducted by Roper's--the more than 400,000 respondents were "better educated, more politically and socially active, and have higher family incomes than do American adults in general." Why to order Help with Research Paper Proposal? The magazine stressed that PM's readers represent a $1 trillion market with tens of millions of smokers--"too much financial power to ignore." This carefuly cultivated image of typical smokers is exactly the picture the magazine wishes to project. PM's readers are "movers and shakers".

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