Noy Thrupkaew
thaum
Tus txiv neej Marlboro tshawb xyuas thaj tsam sab hnub tuaj zoo los ntawm cov ntawv tshaj tawm, phab ntsa, thiab
Cov luam yeeb muag thoob plaws Nyab Laj, cov tub ntxhais hluas "Marlboro cowgirls" pub dawb
luam yeeb rau cov neeg taug kev thiab hu rau cov tub ntxhais hluas rau hauv cov koom txoos txhawb nqa
xws li "Hollywood Nite."
In
Nyiv, daim ntawv tshaj tawm rau Virginia Slims luam yeeb โนcov poj niam nyiam tshaj plaws
nyob rau hauv lub ntiaj tebโน nyeem, โKuv mus txoj kev uas yog ua raws li txoj cai
haiv neeg, tab sis tib lub sij hawm kuv ua siab ncaj rau kuv tus kheej txoj kev xav. Yog li kuv tsis quav ntsej
yog tias kuv coj tawm tsam qhov hu ua 'txoj cai' ntev npaum li kuv xav tau tiag tiag. " Hauv
tom qab, ib tug slim poj niam nrog indeterminate lub ntsej muag ntaโนlub glamorous,
Tej zaum Asian, tejzaum nws yog Caucasian lub ntsej muag uas dominates xov xwm nyob rau hauv ntau
Cov teb chaws Esxias 'embraces tus txiv neej ncaj plaub hau. Cov kab tag rau qhov kev sib tw no?
"Ua Koj."
Meanwhile,
Hauv Tebchaws Meskas, Philip Morris pub nyiaj pub dawb rau cov chaw nyob hauv tsev
hauv cov zej zog ntawm cov xim; thiab txhawb nqa cov poj niam haiv neeg tsawg xws li cov
Mexican American National Women's Association. Thiab nyob rau hauv lawv qhov kev txav tsis ntev los no
txhawm rau tsom US cov poj niam ntawm cov xim, Philip Morris tau tsim $ 40 lab
"Multicultural" ad campaigns rau lawv Virginia Slims luam yeeb nyob rau lub Kaum Ob Hlis
Xyoo 1999 uas nthuav tawm cov neeg Esxias, African, Latina, thiab cov qauv dawb raws li cov lus hais,
"Nrhiav Koj Lub Suab."
Yuav ua li cas yog
qab cov phiaj xwm no? Raws li cov kws tshaj lij tswj kev haus luam yeeb, tsis ntev los no qeeb
cov txiaj ntsig thiab kev puas tsuaj rau kev sib foob rau kev haus luam yeeb loj hauv Tebchaws Meskas muaj
ua rau muaj kev tawm tsam ntawm kev lag luam nyiaj tau los ntawm ob qho no tsis tau siv
kev lag luam: cov poj niam txawv teb chaws, tshwj xeeb yog cov poj niam nyob hauv cov teb chaws tsim thiab
cov poj niam tsawg hauv Tebchaws Meskas.
Tebchaws Asmeskas
Cov lag luam luam yeeb hla tebchaws xws li Philip Morris, uas yog tus tswv ob
Marlboro thiab Virginia Slims, raug kev txom nyem ntau qhov kev tshaj tawm tsis txaus ntseeg nyob rau hauv
ob xyoos dhau los, suav nrog 1998 Master Settlement Agreement (MSA). Cov
Kev sib hais haum txwv tsis pub tshaj tawm sab nraum zoov thiab siv cov duab tas luav hauv kev tshaj tawm
luam yeeb, thiab txwv tsis pub lub hom phiaj ntawm cov tub ntxhais hluasโนlub lag luam luam yeeb loj hauv
kev tshaj tawm, kev tshaj tawm, lossis kev lag luam. Yog li ntawd, kev lag luam txawv teb chaws muaj
ua kom txaus siab rau kev lag luam luam yeeb. โRaws li Tebchaws Meskas muaj
tau clamping down rau [kev lag luam luam yeeb], cov nyiaj lawv muab tso rau txawv teb chaws tau
nce exponentially, "said Joon-Ho Yu, program coordinator rau lub
California-based Asian thiab Pacific Islander American Health Forum (APIAHF), ib qho
ntawm plaub pawg hauv California Joint Ethnic Tobacco Education Networks.
US
Cov tuam txhab luam yeeb tau pom cov txiaj ntsig loj los ntawm lawv cov phiaj xwm txawv teb chaws, uas
ntau tshaj li them nyiaj rau cov nyiaj tau los qeeb qeeb hauv Tebchaws Meskas. Hauv
sib piv rau kev txo qis kev haus luam yeeb hauv lub tebchaws industrialized, haus luam yeeb hauv
cov teb chaws loj hlob tau nce siab nyob rau hauv nees nkaum xyoo dhau los. Philip Morris, ua
ntiaj teb lub tuam txhab luam yeeb loj tshaj plaws, raked hauv cov txiaj ntsig loj los ntawm nws
kev lag luam thoob ntiaj teb โนcov txiaj ntsig txawv teb chaws tau nce 256 feem pua โโโโhauv kaum kawg
xyoo, thaum cov txiaj ntsig hauv Tebchaws Meskas tau nce tsuas yog 16 feem pua.
Tswb
los ntawm kev txheeb cais ntawm qhov nce ntawm kev haus luam yeeb hauv cov teb chaws tsim kho, kev noj qab haus huv ntawm pej xeem
cov tub ceev xwm thiab cov neeg haus luam yeeb hauv xyoo 1996 tau pib tsim cov thoob ntiaj teb
kev cog lus rau kev tswj hwm kev haus luam yeeb uas yuav teeb tsa kev cai lij choj thoob ntiaj teb cov qauv rau
Cov teeb meem luam yeeb-tswj, suav nrog kev tshaj tawm, se, thiab kev kawm thiab
tiv thaiv. Txij thaum ntawd los, Lub Koom Haum Saib Xyuas Kev Noj Qab Haus Huv Ntiaj Teb (WHO) Lub Hom Phiaj
Convention for Tobacco Control (FCTC) tau txais lub zog โนyog tias pom zoo los ntawm txhua tus
191 lub teb chaws cov tswv cuab, lub rooj sib tham tuaj yeem ua rau muaj kev cuam tshuam loj hauv kev hla tebchaws
luam yeeb tuav ntawm kev lag luam txawv teb chaws. Raws li kev haus luam yeeb cov tswv yim hauv qhov no
lub teb chaws, "Nrhiav Koj Lub Suab" phiaj xwm tsuas yog qhov tseeb kos npe uas nyob rau hauv
Tebchaws Asmeskas, "qhov tseem ceeb tom ntej" rau kev lag luam luam yeeb yog poj niam
ntawm cov xim, raws li Alvina Bey Bennett, lub rooj zaum ntawm Virginia's National
Coalition FOR Women AGAINST Tobacco.
raws li
rau Gregory Connolly, tus thawj coj ntawm Massachusetts Tobacco Control Program,
"Txij li thaum Daim Ntawv Pom Zoo Pom Zoo Tswv Yim, tau muaj kev nce ntxiv
ntawm luam yeeb advertising qhia rau haiv neeg poj niam. Muaj kev hloov pauv
thiab hloov hauv hom qauv hauv kev tshaj tawm โนVirginia Slims mus los ntawm kev siv
dawb rau 'zaj nag' lub tswv yim [hauv "Nrhiav Koj Lub Suab" tshaj tawm] raws li txoj hauv kev
them nqi."
In
Tebchaws Asmeskas, ua haujlwm ntawm kev txhim kho "Nrhiav Koj Lub Suab"
Cov phiaj xwm tawm tsam tau galvanized cov poj niam cov pab pawg tswj kev haus luam yeeb. Lub Tebchaws
Coalition FOR Women AGAINST Tobacco launched their "Noj thiab Ntshiab" phiaj los nqis tes
nyob rau hauv teb rau "Nrhiav Koj Lub Suab" tshaj tawm, tsim kev kawm counter-ads
thiab cov khoom siv rau cov poj niam thiab cov ntxhais cov koom haum thoob plaws lub tebchaws. Cov
Cov Poj Niam Kev Tswj Kev Haus Luam Yeeb Coalition tau muab tshaj $40,000 nyiaj pab rau Los
Cov koom haum hauv zej zog hauv nroog los txwv kev haus luam yeeb ntawm cov poj niam hluas thiab cov ntxhais ntawm
xim.
rau
ntau US cov neeg ua haujlwm tswj kev haus luam yeeb, qhov nce hauv kev lag luam tau qhia
ntawm cov poj niam tsawg yog inextricably txuas mus rau lub hom phiaj ntawm cov poj niam txawv teb chaws.
Raws li Bennett, "Txhua tus neeg xav ua raws li Asmeskas lub neej, nws yog qhov zoo
lub neej. Yog tias kev tsis sib xws ua rau koj lub neej niaj hnub, khiav nrog luam yeeb
yog txaus siab heev. Tib yam siv rau cov poj niam tsawg. Txawm tias zoo kawg nkaus
tus txheej txheem nyob hauv lub tebchaws no, muaj hnab ris ntawm kev txom nyem thiab qis dua
theem ntawm kev kawm, thiab haiv neeg cov neeg raug tsim txom los ntawm kev muag cov lus dab neeg ntawm
kev ywj pheej thiab glamour thiab nyiaj txiag los ntawm luam yeeb. " Tsis tas li ntawd, armed nrog
kev paub hais tias "thaum [tus neeg tawm tsam kev haus luam yeeb hauv Asmeskas] ua dents ntawm no,
[kev haus luam yeeb teb los ntawm] ua rampant thoob ntiaj teb, "raws li Yu, poj niam
Cov neeg haus luam yeeb hauv Tebchaws Meskas tab tom tsom lawv lub zog rau ob qho tib si
kev tshaj tawm hauv tebchaws thiab thoob ntiaj teb. "Tom qab tag nrho," hais Bonnie Kantor, tus
Tus thawj tswj hwm network ntawm US-based International Network of Women Against
Tobacco, โyog tias [kev lag luam luam yeeb] ua tsis tau ntawm no, peb yuav tsum ua kom paub tseeb
lawv tsis tuaj yeem ua nws nyob ntawd. "
haus luam yeeb
Empire nthuav
cov
Kev lag luam luam yeeb twb tau txais ib qho chaw ruaj khov hauv kev lag luam txiv neej. Cov
Feem ntau ntawm cov txiv neej nyob rau hauv Tuam Tshoj, Tebchaws Asmeskas, Nyiv, Russia, thiab Indonesia - cov
tsib lub lag luam luam yeeb thoob ntiaj teb xyoo 1996 - hu lawv tus kheej cov neeg haus luam yeeb.
Cov poj niam
Hauv cov tebchaws no, txawm li cas los xij, muaj kev haus luam yeeb tsawg dua. Hauv Nyab Laj, cov
lub tebchaws uas muaj kev haus luam yeeb ntau tshaj plaws hauv ntiaj teb, 74 feem pua โโโโntawm cov txiv neej
haus luam yeeb, piv rau tsuas yog 4 feem pua โโโโntawm cov poj niam Nyab Laj. Cov lej qis no ntawm
cov poj niam, raws li kev tswj hwm kev haus luam yeeb, tuaj yeem txhais tau nyiaj ntau rau
US-based transnational corporations. Patti Lynn, koom nrog kev sib tw
Tus thawj coj ntawm lub koom haum lav phib xaub INFACT tau sau tseg tias, "Hauv
tsim lub teb chaws, cov poj niam feem ntau ib txwm tsis haus luam yeeb thiab
sawv cev rau ib qho kev lag luam uas muaj txiaj ntsig zoo kawg rau kev lag luam thoob tebchaws Asmeskas
cov koom haum."
As
qhov tshwm sim, "cov tuam txhab luam yeeb hla teb chaws tau hloov lawv txoj kev tsom mus rau
txhim kho lub teb chaws nrog nruj kev lag luam phiaj xwm phiaj xwm poj niam thiab
cov ntxhais, โraws li WHO tsab ntawv ceeb toom. Txoj kev loj hlob ntawm "poj niam lub npe"
featuring "lub teeb" lossis "slim" luam yeeb, lub barrage ntawm cov khoom xws li
cov kaus mom, lub teeb, tiab, thiab hnab nyiaj uas muaj cov cim luam yeeb, kev txhawb nqa
ntawm disco seev cev thiab kev zoo nkauj pageants, thiab siv cov poj niam ua "luam yeeb
cov ntxhais" muab cov qauv pub dawb yog qee qhov kev tawm tsam uas siv los ntawm kev haus luam yeeb
cov tuam txhab los ntxias cov poj niam haus luam yeeb.
Ntau
ntawm kev mloog yog tsom rau Asia, nrog nws cov peev txheej loj ntawm kev lag luam
Tuam Tshoj thiab cov teb chaws Es Xias Qab Teb thiab tsuas yog-tsim kev lag luam dawb, qhov twg
kev tswj hwm cov cai ntawm kev lag luam tsis yog ib txwm zoo ib yam. Qhov no laxity tsim
Dab tsi Soon-Young Yoon, New York kev sib tham ntawm WHO thiab Kev Sib Tw rau
Cov me nyuam tsis haus luam yeeb, hu ua kev lag luam "dawb rau txhua tus" uas ua rau nce ntxiv
tus nqi haus luam yeeb. WHO kwv yees tias kev muag khoom hauv Asia yuav nce 35 feem pua
los ntawm 2000, thiab cov tuam txhab luam yeeb tau siv nyiaj tshaj tawm los xyuas kom meej tias
Cov poj niam Asian yuav yog ib feem ntawm cov nthwv dej tom ntej ntawm cov neeg haus luam yeeb.
Muaj ntau
ntawm cov ntawv luam tawm rau luam yeeb hauv Asia feature Western cov poj niam uas espouse lub hom phiaj ntawm
kev txhawb zog, tus kheej, thiab kev ntxeev siab.
Nyiv
Lub koom haum tshaj tawm loj tshaj plaws, Dentsu, hais tias cov qauv dawb qiv "kev nkag siab ntawm
txawv teb chaws rau Japanese khoom, ua hauj lwm raws li cov cim ntawm koob meej, zoo, thiab
niaj hnubโฆ. Nyob rau hauv lub globalized ntsiab lus ntawm cov neeg siv khoom kab lis kev cai, ib tug poj niam Western thiab
nws txoj kev xaiv luam yeeb yog lub cim muaj zog, "raws li WHO tsab ntawv ceeb toom
hu ua "Lub Culture ntawm lub cev."
In
teb rau cov tswv yim lag luam thoob ntiaj teb, feminist activists ua haujlwm rau
Lub Hauv Paus Cov Lus Cog Tseg ntawm Kev Tswj Luam Yeeb tau thawb rau kev txwv tsis pub tshaj tawm
thiab luam ntawv luam yeeb logo ntawm cov khoom lag luam siab, ntxiv rau kev yaum cov
haus luam yeeb-tswj txav kom dhau los ua poj niam. Soon-Yooj Yim
piav qhia, "Peb tsis yog cov neeg raug tsim txom ntawm kev tshaj tawm, tab sis yuav tsum tau pom zoo li
cov thawj coj hauv kev tswj kev haus luam yeeb. "
Cov poj niam
Cov xim hauv Tebchaws Meskas: Cov Cuab Yeej thiab Lub Hom Phiaj ntawm Kev Haus Luam Yeeb Hauv Ntiaj Teb? Lub tswv yim ntawd
rings muaj tseeb rau cov neeg haus luam yeeb hauv Tebchaws Meskas uas ua haujlwm txhawb zog
cov poj niam hauv lawv cov zej zog, tshwj xeeb tshaj yog cov neeg haus luam yeeb hauv Asmeskas muaj
pib paub txog qhov cuam tshuam ntawm kev nce qib hauv Tebchaws Meskas ntawm lub
txhim kho ntiaj teb. Kantor hais tias, "Kev tswj luam yeeb zoo li lub zais pa dej,"
"Koj thawb nws rau ntawm no thiab nws bulges tawm muaj."
Recognition
ntawm no permeability ntawm cov zej zog nyob rau hauv lub tebchaws United States thiab cov neeg txawv teb chaws
tau tso lub teeb tshiab ntawm qhov tseem ceeb ntawm cov poj niam haiv neeg tsawg rau kev lag luam luam yeeb,
raws li qee tus neeg haus luam yeeb. โCov poj niam hauv lwm lub tebchaws nyiam
saib cov poj niam Asmeskas ua tau zoo dua thiab ua rau muaj kev txaus siab dua
nyob. Thiab leej twg tuaj yeem ya rov qab mus rau lawv lub tebchaws, lossis lawv niam lawv txiv.
lub teb chaws โนtus neeg zoo li no yuav raug ntsia mus rau,โ piav qhia John Banzhaf ntawm
ASH. โHauv kev nkag siab, tus poj niam uas rov qab los ua kev tshaj tawm taug kev, a
billboard rau tsis yog haus luam yeeb xwb tab sis rau ib yam khoom tshwj xeeb. "
Pom Kev Paub
kev hla tebchaws ntawm kev loj hlob ntu ntawm Asmeskas cov pej xeem,
Cov neeg ua haujlwm tswj kev haus luam yeeb tau poob siab thaum Virginia Slims "Nrhiav Koj
Suab" tshaj tawm thawj zaug tshwm sim nyob rau lub Cuaj Hlis 1999 Tshaj Tawm Hnub Nyoog tsab xov xwm ntawm
phiaj xwm tshiab. Cov tshaj tawm, uas muaj ntau qhov sib txawv permutations, feem ntau feature
Cov poj niam hauv cov khaub ncaws tsoos, thiab muaj cov ntawv luam hauv cov lus xws li Swahili thiab
Spanish. Tshaj tawm thaum lub Kaum Ib Hlis 1999, cov ntawv tshaj tawm tau tshwm sim hauv cov ntawv xov xwm
xws li Glamour, Ladies' Home Journal, Tib neeg, Essence, Vibe, Dub Elegance,
thiab Latina.
cov
tshaj tawm "cim rau kuv tias kev lag luam yuav siv ntau dua
mus rau hauv lawv txoj kev nrhiav neeg ua haujlwm ntawm cov poj niam ntawm no thiab txawv teb chaws, "National hais
Coalition FOR Women AGAINST Tobacco Chair Bennett. Sau nrog kab txawv dluab ntawm
"kev txawv teb chaws" - hom lus sib txawv, kente daim ntaub, tus poj niam African hauv a
headwrap, ib tug poj niam Asian nrog hnyav lub ntsej muag pleev xim thiab txhob lo lo ntxhuav robes, thiab stereotypical
cov lus (rau cov poj niam Asian, "Nyob ntsiag to kuv pom, nrog kev txawj ntse kuv hais") -
kev tshaj tawm nthuav tawm sab ntxeev ntawm feem ntau ntawm kev tshaj tawm hauv Asia, uas peddles
qhov sib npaug sib txawv Westernization. Nrog rau "Nrhiav Koj Lub Suab" tshaj tawm, Virginia
Slims tswj muag cov lus zoo li kev zam txim (rau cov poj niam thoob ntiaj teb ntawm
xim nyob rau hauv stereotypical luag hauj lwm) mus rau ib tug dawb neeg tuaj saib, thiab txais rau cov haiv neeg
cov cuab yeej cuab tam ntawm cov poj niam tsawg (tsuas yog lawv txais yuav txoj kev Western ntawm
"Nrhiav lawv lub suab" los ntawm kev teeb tsa).
thiab
"Nrhiav Koj Lub Suab" tshaj tawm tuaj yeem ua rau muaj zog rub, raws li Bennett.
โLawv hais rau cov poj niam 1 koj tuaj yeem ua rau muaj mob, tab sis tuaj yeem tswj tau qhov ntawd
ib feem ntawm koj cov cuab yeej cuab tam. Thiab nws ua haujlwm. Nws tsis zoo rau Asian American
poj niam haus luam yeeb, tab sis hauv qhov kev tshaj tawm no, lawv qhia koj tias koj tuaj yeem tuav tau
' tsoos' ntsiab ntawm koj cov cuab yeej cuab tam txawm tias koj haus luam yeeb. Rau African
Cov poj niam Asmeskas uas tab tom tshawb nrhiav tus kheej thiab txuas nrog lawv cov cuab yeej cuab tam,
cov lus 'Tsis muaj ib lub tsev kawm ntawv muaj cai rau kev zoo nkauj' ib sab ntawm a
poj niam African zoo nkauj - uas muaj zog. " Tib yam yuav hais txog
Cov poj niam nyob txawv teb chaws, uas pheej foob pob nrog cov duab ntawm "Western"
txoj kev ua neej, kev coj cwj pwm, thiab lub cev uas feem ntau sib txawv thiab
privileged saum lawv tus kheej. Yog li ntawd rau US cov poj niam ntawm cov xim thiab cov poj niam txawv teb chaws,
dab tsi yog txoj hauv kev los daws kev ntxhov siab ntawm ib haiv neeg cuab yeej cuab tam thiab
"Americanization," ntawm kev ua ib tug poj niam uas tsis yog-Western thiab xav tau cov khoom thiab
Cov cwj pwm kev lag luam luam yeeb tau yuam kev sib npaug nrog Westernization? Tsuas yog
haus luam yeeb.