The marketing of better-for-you health products in the emergent issue of men’s obesity

Abstract

Focussing on the male consumer, this article illustrates the links between the health-orientated marketing of filtered cigarettes, light beer and low calorie soft drinks. In so doing, this article speaks to two specific contemporary issues. In the first instance it speaks to contemporary attempts to understand tobacco, alcohol and obesity as similar kinds of health concerns. Furthermore, by establishing these connections (between tobacco, alcohol and obesity) this article foregrounds the possibility that the health-orientated marketing of beer and soft drinks could be legislated against in the same way as the health-orientated marketing of tobacco products.

Keywords:

• health
• consumption
• obesity
• smoking
• masculinity
• sociology