Tobacco advertising and promotion of cigarettes Australia wide is dominated in three areas: the promise of satisfaction (taste, freshness, softness, etc.), the reduction of fears about the dangers of smoking, and the creation of positive associations. The latter strategy includes the positioning of smoking as an aspect of independence, social success, and sex.

Marketing seeks to link nicotine use with growing social identity and positive images. The concept of smoking and promotion of cigarettes Australia wide has been associated with expressions of independence, individualism and social sophistication. Such modeling aims to create the misconception that certain behaviors (smoking) help achieve specific benefits. Manufacturers promise consumers “that a product can do what they cannot do for themselves.” For example, research shows that marketers often associate smoking with images of male self-esteem, stress relief, and peer admiration. Such advertising can hide the following false messages: “smoking cigarettes leads to an improvement in social status”; “Smoking is the best way to socialize”; “Smoking cigarettes is necessary to be in the company of friends”.

Marketers, who promote cigarettes Australia wide, create the desired image for both smoking and brand-specific smoking. They strive to consolidate in the minds of the audience the use of nicotine with positive images (intelligence, fun, sexuality, sociability, high social status, wealth, health, athleticism). The models in these ads appear healthy and happy, in stark contrast to the negative health effects of smoking. In reality, most smokers feel unhappy and stigmatized by smoking, experience social disgust and want to quit and regret having started smoking.

Often, cigarette manufacturers use the image of a non-conformist smoker to keep the product attractive to a young audience. In addition, tobacco industry experts who promote cigarettes Australia wide and their own documents confirm that a perceived “aura of popularity” is important for their marketing. For example, Philip Morris identified “popularity” as one of the key points of the Marlboro brand identity. The strategy was aimed at the fact that adolescents who are concerned about their status may mistakenly associate cigarette smoking with the achievement of this result.