An Analysis of Technology-Oriented Marketing in Vape Advertisements

Abstract

Vaping remains a significant health concern among adolescents due to its highly addictive nature and risks to teen brain development and lung health. Today, according to the Centers for Disease Control and Prevention (CDC), about 1.63 million (~5.9%) middle and high school students engage in vaping practices, making it highly prevalent among the demographic. Despite the overall increased awareness about teenage vaping, very little research examines how vape advertisements imitate consumer technology marketing and how this framing may influence adolescent perceptions. This study contributes to filling this research gap by systematically examining twenty vape advertisements from various vape companies, such as Geek Bar, Lost Mary, RAZ, etc., for five predefined marketing characteristics: technology oriented framing, emphasis on flavor, product feature promotion, use of upbeat music, and a disclaimer of health risks. Because technology-focused advertising may encourage adolescents to perceive vaping devices as innovative consumer electronics rather than nicotine products, identifying the prevalence of these strategies is essential for understanding their potential psychological influence. Technology-oriented marketing appeared in 70% of advertisements, flavor promotion in 60%, product feature emphasis in 70%, upbeat music in 85%, and only 20% had a meaningful disclaimer. This study suggests that modern vape advertisements resemble consumer technology marketing, emphasizing design, batteries and charging, and performance features. These findings suggest that vape companies increasingly frame nicotine products as consumer electronics rather than addictive substances, potentially reducing adolescents' perception of risk through psychological framing and positive product associations. These findings contribute to understanding how contemporary vape advertising may shape adolescent perceptions and can inform future research and public health policy.