2026-04-29T04:08:53Zhttps://repisalud.isciii.es/rest/oai/requestoai:repisalud.isciii.es:20.500.12105/92302025-04-01T10:26:35Zcom_20.500.12105_2052com_20.500.12105_2051col_20.500.12105_19612
Repisalud
author
Sarria-Santamera, Antonio
author
Cortes-Blanco, M
author
Elder, John
2020-03-09T12:40:30Z
2020-03-09T12:40:30Z
2001-03
Rev Esp Salud Publica. 2001 Mar-Apr;75(2):107-13.
1135-5727
http://hdl.handle.net/20.500.12105/9230
11400421
Revista española de salud publica
The majority of tobacco advertisement in Spain is directed at youth. This advertisement, carried out on several fronts, is particularly effective with young people. In the present work we analyze different advertising efforts involved in the ad campaign carried out by Fortuna-brand (a product of the company Tabacalera S.A., and sector leader of sales in Spain) in 1999 and 2000. In terms of their marketing strategy, we can conclude that Fortuna's principal commercial objective is presenting tobacco as intrinsically associated with being young. Both the indirect promotion of its products through activities and its commercials, are aimed towards developing the image that tobacco symbolizes the series of core values more appreciated by youth. Relevant legislation will have to be adapted to this reality in order to control specifically the manner in which publicity such as that promoted by Fortuna is directed to the population. La mayor parte de la publicidad que sobre tabaco se emiteactualmente en España va dirigida a la población joven. Estapublicidad resulta particularmente atractiva para este colectivo,al que se trata de llegar desde frentes muy diversos. En el pre-sente trabajo se analizan las distintas actividades incluidas en lacampaña publicitaria realizada porFortuna(perteneciente aTabacalera, SAy líder de ventas del sector en España) durantelos años 1999 y 2000. El análisis de dicha publicidad permiteconcluir que la estrategia deFortunaes presentar el tabacocomo intrínsecamente unido con una serie de valores positivosatractivos a la juventud. Tanto la promoción indirecta de losproductos deFortunacomo los anuncios de la marca intentancrear la imagen de que el tabaco simboliza los valores másapreciados por los jóvenes. La legislación al respecto deberíaadaptarse a esta realidad, a fin de controlar de manera más pre-cisa los mensajes publicitarios que, como los deFortuna,se di-rigen a la población.
spa
Análisis de la campaña publicitaria de la marca de tabaco Fortuna durante el bienio 1999-2000
research article
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https://repisalud.isciii.es/bitstreams/10019cf1-433b-40eb-ab84-edfb6fcd41b5/download
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92a1b6a0ede717c8a162d8817cb24c2d
84117
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AnalysisOfThePublicity_2001.pdf
URL
https://repisalud.isciii.es/bitstreams/16bc214c-f5bc-4ea2-a120-97da03c9f1df/download
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a0458ec4025835ca0b37eb6e55634d67
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text/plain
AnalysisOfThePublicity_2001.pdf.txt