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Marketing HealthSmoking and the Discourse of Public Health in Britain, 1945-2000$
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Virginia Berridge

Print publication date: 2007

Print ISBN-13: 9780199260300

Published to Oxford Scholarship Online: September 2007

DOI: 10.1093/acprof:oso/9780199260300.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 22 January 2022

The New Public Health Package

The New Public Health Package

(p.185) 7 The New Public Health Package
Marketing Health

Virginia Berridge (Contributor Webpage)

Oxford University Press

By the end of the 1970s, public health had developed a new agenda, more radical in some respects in its attacks on industrial interests and its demands for higher taxation of the risky products, but also narrower than the social medicine vision of social class and occupation. This chapter examines how this modernization of public health was achieved in relation to smoking. It draws on a mix of new and old — a focus on the role of women as mothers which had a long history within public health, but also a new reliance on hard-hitting mass advertising informed by social science and social psychology in particular. Public health also saw a new role for economic arguments and a growing focus by the end of the decade on the more general issue of inequality.

Keywords:   public health, smoking, women, health education, advertising, social psychology, taxation, inequality

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