| The Tobacco Reference Guide |
| by David Moyer, MD. |
| Chapter 28 Advertising |
| tobacco reference guideg (artefact pour |
| Advertising: Advertising and Children |
| globalink (artefact pour saut de ligne) |
| R.J. Reynolds Tobacco Company, internal documents reveal, for decades sought to |
| develop aggressive marketing proposals to reach adolescents as young as age 14, |
| despite public pronouncements that it did not market to children. It determined that its |
| financial future depended on recruiting a new generation of smokers, and launched |
| the Joe Camel campaign in 1988 with these goals in mind. "Starting around 1980, as |
| anti-tobacco lawsuits mounted, RJR officials stopped referring, even internally, to any |
| interest in marketing to anyone younger than 18." |
| Washington Post National Weekly Edition, January 19, 1998, p. 29 |
| tobacco reference guideg (artefact pour saut |
| A 1975 report to Brown and Williamson's ad agency suggests that the company |
| should play to the smoker's understanding that smoking is "part of the illicit pleasure |
| category" and "falls into the same category with wine, beer, shaving, wearing a bra (or |
| purposefully not wearing one)...to the best of your ability (considering some legal |
| constraints) relate the cigarette to 'pot', wine, beer, sex, etc." |
| Associated Press, February 6, 1998 |
| tobacco reference guideg (artefact pour saut |
| "To ensure increased and longer-term growth for Camel Filter, the brand must |
| increase its share penetration among the 14-24 age group which have a new set of |
| more liberal values and which represent tomorrow's cigarette business." |
| 1975 memo stamped "RJR Secret" by company official J.W. Hind (Time magazine, |
| January 26, 1998, p. 50) |
| tobacco reference guideg (artefact pour saut |
| In an Oregon survey of 141 stores near high schools, there were an average of 51 |
| tobacco advertisements per store. |
| The Oregonian, September 20, 1998 |
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| Page 15 of 66 |
| globalink (artefact pour saut de ligne) |
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