Cigarette

O presente trabalho investiga por que os indivíduos tomam a decisão de abandono de categoria, tendo em vista
diferentes contextos de estímulo e questionamento ao consumo. Para isso, foram escolhidas as categorias de
automóvel e cigarro, considerando-se o conteúdo do sistema da publicidade, que, no caso do automóvel, é
predominantemente de reforço ao consumo e, para o cigarro, de proibição dos anúncios por parte da indústria e
demarketing através das campanhas governamentais. A pesquisa utiliza-se de metodologia qualitativa de coleta e
análise dos dados, obtidos a partir de entrevistas em profundidade com 29 consumidores (ex-fumantes e exproprietários
de automóveis). O trabalho enriquece os estudos de anticonsumo ao diferenciar três tipos de abandono e
evidenciar que este não é apenas movimento de distanciamento de significados negativos, com o objetivo de proteger a
autoestima (Hogg et al., 2009), mas também passível de operar diferenciação afirmativa, positiva e de reforço da
autoestima. O abandono contingencial acontece quando o indivíduo, apesar de compartilhar os significados com os
consumidores da categoria, vê-se forçado a abandonar o consumo. O abandono posicional é motivado principalmente
pela rejeição às associações simbólicas que o consumo proporciona. Por fim, o abandono ideológico apresenta uma
perspectiva coletiva, onde o indivíduo acredita que a sociedade (e não apenas ele individualmente) deve abandonar aquele consumo.

The girl or woman smoker is a twentieth-century phenomenon. In 1900, smoking was invariably associated with sexually deviant womanhood. Today, smoking is firmly, if contentiously, established as a feminine practice in British society. This article examines one aspect of the twentieth-century feminisation of smoking in Britain, namely, the ways in which smoking practices have been presented as appropriate for young women in the period 1920-70. Advertisements featured in magazines for young women aged 15-29 years have been chosen as a particularly apt medium through which to explore some of the ways in which cigarettes and smoking practices have been delineated and infused with meaning. These advertisements constituted a discourse for the circulation of messages about the relationship of women to cigarettes. Findings reveal a number of shifts in cigarette advertisements featured in Women's magazines from 1920 to 1970. Firstly, during the 1930s and early 1940s, advertisements were, in contrast to later counterparts, preoccupied with establishing smoking as a feminine practice. Key to processes by which smoking was feminised were various mechanisms whereby the cigarette was depicted as part of the presentation of a heterosexual identity and where smoking practices were embedded in heterosexual relations and rituals. Secondly, there was a discernible shift in the way women were addressed by advertisements, from potential women smokers in the 1930s to more general consumers in the 1960s. Thirdly and relatedly, the significance attached to women smoking changed between 1920 and 1970. In the 1930s, smoking was utilised to signify that women were "modern"; in the period 1960-70, smoking served to indicate that women were recognised, and accorded status, as consumers.