Herein lies the vulnerability of this population. It is no accident that research studies have found more cigarette and alcohol billboards in predominantly black neighborhoods than predominantly white ones. Increased marketing of alcohol and tobacco to Hispanics can be attributed to the changing demographics of Hispanic communities. Cigarette and alcohol companies have responded with multi-million dollar advertising campaigns promoting increased consumption, especially among women and young people, who typically have exhibited low rates of drinking and smoking behavior. Although many Hispanic groups have experienced lower rates of major chronic illnesses such as cancer and heart disease than whites, the acculturation of Hispanics is resulting in a rise in the prevalence of drinking and smoking.
Women are a favorite target for many advertisers.
Consistent with this market ing strategy, alcohol and tobacco ads also promote these images, promising pleasure, fun and freedom to the woman who smokes the right kind of cigarette or drinks the right kind of beer. Women comprise the fastest growing group of smokers, and lung cancer has surpassed breast cancer as the leading cause of death from cancer in women. Tobacco and alcohol companies realize most consumers are aware of the risks associated with their products. Thus, advertisements must be psychologically appealing to perpetuate both the company's and the consumer's denial of potential consequences of smoking and drinking. Advertisements targeted to women skillfully exhibit this denial.