Cigarette advertising to counter new year's resolutions

One process through which tobacco advertising may work is by reducing rates of quitting. Theories of addiction support the notion that relapse can be prompted by environmental cues. Further, because withdrawal symptoms occur over a predictable time frame, and because the most popular time to quit sm oking is the beginning of the year, as a New Year's resolution, tobacco com panies can make use of advertising to remind quitters of their need to smok e. Study 1 examined advertising in 10 popular magazines. It found a higher number of ads in January and February than the rest of the year after 1984. Study 2 examined cigarette advertising on the back cover of 10 other popul ar magazines. This study also found a higher rate of cigarette advertisemen ts in January and February than for the rest of the year. The results sugge st that cigarette marketers may be attempting to preempt quitting by cuing smoking behavior.