“Dear Sganarelle, Would You Like a Cigarette P(l)ain Package?” A Sociology of Tobacco Plain Packaging

Resumo

But what is plain packaging really? How does it work? And does it work? This paper analyzes the nature, workings, and implications of tobacco packaging through a close examination of what it is, what it promises, and what it actually does. It presents cigarette packs as a machine aimed at playing on consumers’ cognition through visual impressions. The author first plays the devil’s advocate by unveiling and discussing the possible negative or perverse effects of such packaging. A first effect is that plain packaging is modifying, but also endangering, marketing democracy by replacing the fight between private interests and the public good by a totalitarian reign of public policy. A second effect is generated by the first one in the form of the preference for hiding boxes, contraband cigarettes, alternative drugs, and so on. Ultimately, the author critically reflects on his own analysis and suggest that consumers should beware of the criticisms addressed to plain packaging: he explains why social scientists, no matter how sound their arguments may be, should take care to not become stupid by trying to being too smart.