The American Heart Association called yesterday for banning cigarette advertising and doubling the federal cigarette tax to 32 cents a pack to help eliminate smoking in the United States by the year 2000.

The moves were among antismoking measures proposed by the association at its annual meeting, being held here this week.

Calling smoking-related heart and lung disorders "the most preventable disease that exists in this country," Dr. Thomas J. Ryan, the association's president, introduced the program, which also urges laws to limit smoking in public places and federal incentives to find other crops or jobs for tobacco farmers.

As a first step in abolishing cigarette advertising, ads could be restricted to showing the package and giving the name of the brand, tar and nicotine content and related information, rather than featuring models in scenes that link smoking with "success, distinction, sexual attractiveness and athletic ability," said Kenneth E. Warner, a University of Michigan public health professor who headed the group that developed the new policies.

The cigarette excise tax, currently 16 cents a pack, is scheduled to fall to 8 cents a pack November 15 unless Congress votes to keep it at its present level.

The Tobacco Institute said banning tobacco advertising in other countries has not lowered cigarette consumption, and that cigarette taxes are regressive and unfair.