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Background: Tobacco advertising in Indonesia is among the most aggressive and innovative in the world, and tobacco advertisements saturate the environment.
An analysis is provided of how tobacco companies represent themselves as supporters of Indonesian national identity.
This analysis is used to identify strategies to break the chains of positive association that currently support widespread smoking.
Methods: Between November 2001 and March 2007, tobacco advertisements were collected from a variety of sources, including newspapers and magazines.
Frequent photographic documentation was made of adverts on billboards and in magazines.
Advertisements were segmented into thematic units to facilitate analysis.