Tobacco/Alcohol/Pharma

March

04/21/23 1

04/21/23 2

Sponsorship Advertising, 1980s/2003

• Export A/Team Player's– car racing/sports

• Matinee Fashion Foundation• du Maurier Arts Council• Benson & Hedges –Gold Club

Series• “Squeezing the Balloon”

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Sponsorship Ads• social acceptability• neutralize health concerns

(no warnings)– Fairness Doctrine/US

• lifestyle advertising• “stealth marketing”

04/21/23 4

du Maurier Arts Council (1971-2003)

• $58 million to: – Performance groups; – visual arts groups

• Tobacco Canada Artistic Development Board Council, 2003– visual arts, cinema, video, multi-

media programs– 41 awards (2003/04)

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Context

• Declining state support for arts (1990s)

• rising business support• ITL philanthropy and post-

secondary sector– 15 to 30% of overall

donations in 2000s

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Why universities/colleges?

• Respectability/Legitimacy• Young adult market (19+)• Good Publicity

– Help “Starving Students”

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Why Artists?

• individualism/independence• freedom• avant-garde• dissent, social critique• creativity• Authenticity

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Philip Morris/Art Sponsorship

• Early corporate art sponsor (1960s)

• Avant-garde/ contemporary art– Pop Art– Conceptual Art

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Philip Morris and Pop Art

• “11 Pop Artists” 1965– A. Warhol– R. Lichtenstein

• Europe/US 2-yr tour• credibility of Pop Art• PM as Sponsor

– commissioned works

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Pop Art

• Radical break with Abstract Expressionism

• Material goods, Hollywood, comics, celebrity

• Consumer Art

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Pop Art: “11 Pop Artists”

1. consumer good as High Art2. innovative art=innovative firm3. non-political art4. individual expression/choice in

consumer society

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Conceptual Art

• PM sponsor shows in late 1960s/70s• Richard Serra, Eva Hesse• challenge very definition of Art– affirm conceptual underpinning, not execution or

object as art

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Conceptual Art –R. Serra

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Conceptual Art- Eva Hesse

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Conceptual Art: Bruce Nauman

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PM and Jasper Johns

1. Retrospective 19772. gallery goers/ creating

goodwill with “opinion leaders”

3. A/B classes4. Legitimacy Crisis

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Creativity/Business Innovation

1. Theory Y/ 1960s/70s2. Marketing ethosEmployee Morale1. Internal culture2. Recruitment and retention

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Corporate Image/Public Relations

• Not brand promotion• Art audiences, small; A/B classes – Smokers C/D classes (festivals, sports, etc.)

• Goodwill re: political/business elites• Pierre Bourdieu /symbolic/cultural capital• Art and “The Good, The True, The Beautiful”

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Exchanging Capital (Bourdieu)1Financial capital – Sponsor– Philip Morris

2 Symbolic capital – Sponsored– artist/museum

3. image/transfer to company• goodwill

– dollar value– neutralize critics (state;

health lobby)

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Art/Tobacco Companies

• Corporation/Marketplace– Employee relations– progressive corporate image– ‘cutting-edge’ marketing

• Public Sphere– ideology– Individual freedom/commercial

speech– challenge social status quo/public

authority– cultural capital (social/political

power)

Alcohol

• Prohibition (1910s/1920s)

• Brand/Institutional Ads• BC/QC open ad policy

(1940s)• Gentlemen Agreements• Ad Codes –Distilled

Spirits Institute (US)

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Moderation/Seagram

• Moderation Ethos and Modern Drinking

• Seagram• Brand Genealogy/

Historical Context• Regulation• Marketing• Respectability

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Moderation/Seagram

• 1930s/40s• Highly Regulated

Advertising• “Gentlemen’s

Agreements”• “Premium” Whiskey

Marketing

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Moderation as Adaptive Creed

• Moderate Personality• Moderate Consumer• Moderate Citizen• Moderation as “Way of

Life”

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Jewish Respectability

• Sam Bronfman• Jewish immigrant• Former bootlegger• Anti-Semitism• British customs• “Judgmental

Paterfamilias”• Ad: “We’re All Americans

Now”

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Alcohol Advertising 1990s/2000s

• Pre-1997 CRTC pre-clearance

• De-regulation• Advertising Standards

Canada (national)• Alcohol and Gaming

Commission of Ontario• Voluntary submission/

complaints process

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US/ Prescription Drug Advertising

• Total marketing spending: 1996-2005

• $11.4b; $30 billion• 14% ad-to-sales ratio to

18%• Direct-to-Consumer ads:

$985m to $4.2b

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Controversy

• Persuasive Effect over Imparting Information• Increase Prescription-Drug spending• Health Problems of Newly Marketed Drugs– Vioxx, 1999-2004– One-year voluntary ad moratorium

• Weakened FDA Enforcement• Bill Moyers/Melody Peterson• http://www.pbs.org/moyers/journal/05162

008/watch2.html04/21/23 28

Main Categories (US)Cholesterol (Lipitor)Gastro-intestinal (Nexium)anti-depressants (Paxil, Zoloft)Anti-psychotics (Seroquel)Two ad leaders

Nexium ($224 m) 2005http://www.youtube.com/watch?

v=g0HWjr6eeMoLunesta ($214m) 2005

http://www.youtube.com/watch?v=NmwnwRQcPwI

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Pharma Ads

• Lunesta: (images/text warning)

• http://www.youtube.com/watch?v=NmwnwRQcPwI

• Vioxx:• http://www.youtube.com/

watch?v=A5zVUZJ4mVg

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Canada

04/21/23 31

• Highly Restricted DTC advertising

• “reminder ads” or “ask your doctor” ads

• Ad Regulation– Pharmaceutical Advertising

Board (PAAB)– Advertising Standards Canada– Health Canada

CanWest Legal Challenge

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• 2005-2010• Charter (2b)– Alliance for Access to

Medical Information– Health Groups

• Patent Medicine/ Newspapers

• Print Media/ Tobacco Ad Ban, 1970