Chapter 28 Advertising

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Advertising: Advertising and Children

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Half of all adolescent smokers and a quarter of adolescent non-smokers own at least

one promotional item from a tobacco company (examples are T-shirts, caps,

calendars, and sporting goods).

Growing Up Tobacco Free, p. 110

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After a study in the Journal of the American Medical Association showing that Joe

Camel promotes smoking by children, R.J. Reynolds hired consultants to try to

discredit the research, and went to court to try to force the authors to turn over their

research documents.

American Medical News, July 27, 1992 and DOC News and Views, Spring 1992

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R.J. Reynolds increased its ad spending on Joe Camel by 75% in 1993 and added

female Camels in its cartoons. "I'll be damned if I'll pull the ads," R.J. Reynolds' CEO

told Business Week.

9th World Conference on Tobacco or Health, Paris, 1994 (INFACT Newsletter,

Summer 1994)

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The magazine Advertising Age, which is committed to advertising and to first

amendment free speech rights, has nonetheless editorialized that Joe Camel

encourages children to smoke, and recommended that R.J. Reynolds drop the ad

campaign.

Advertising Age, January 1992

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Comments on Camel Joe and his proboscis. "The abiding mystery is how that rude

cartoon character with the testicular chin could sell...It's unclear why RJR would want to

promote a scrotum." (Marketing Week, 1991) "Grossed out," the worst ad of 1990

(Forbes magazine).

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