Abstract

Today, tobacco products are one of the major causes of preventable human death. In the 20th century, the tobacco epidemic killed 100 million people worldwide. During the 21st century, it could kill one billion. Reversing this entirely preventable epidemic must now rank as a top priority for public health and for political leaders in every country of the world. Tobacco companies are more looking to hidden and indirect tobacco adds especially in televisions and movies and the many cultural activities because of growing advertising and sponsorship restrictions. These types of ads are used for increasing tobacco sales and their brands especially in countries such as Turkey that implemented advertisement restrictions. Recently, a Turkish novelist, Orhan Pamuk, awarded with Nobel Prize in Literature, first time in the country’s history. In his one of the famous novel “Kar” (snow) that is now topten selling book in the world, there were 49 smoking scenes and 9 times of Marlboro brand. We looked for other cigarette brands but could not find any. Smoking scenes and figurations in the novel related with and placed around the hero, mostly. It is known that the life and success of heroes, sportsmen, famous actors, musicians and other artists are perceived and followed by so many people. Especially young people accept some famous people, sportsmen and artists as role models. Because of Nobel’s motivation more and more people all around the world will read the book and expose to hidden cigarette ads in Orhan Pamuk’s novels. In this paper, local and international level interventions against this tobacco industry tactic were presented and health and cultural issues around it are scrutinized.