Tobacco Ads

2 Pages 458 Words

Tobacco Ads Target Youth

Everyday 3,000 children start smoking, most them between the
ages of 10 and 18. These kids account for 90 percent of all new
smokers. In fact, 90 percent of all adult smokers said that they first
lit up as teenagers (Roberts). These statistics clearly show that
young people are the prime target in the tobacco wars. The cigarette
manufacturers may deny it, but advertising and promotion play a vital
part in making these facts a reality (Roberts).

The kings of these media ploys are Marlboro and Camel.
Marlboro uses a fictional western character called The Marlboro Man,
while Camel uses Joe Camel, a high-rolling, swinging cartoon
character. Joe Camel, the "smooth character" from R.J. Reynolds, who
is shown as a dromedary with complete style has been attacked by many
Tobacco-Free Kids organizations as a major influence on the children
of America. Dr. Lonnie Bristow, AMA (American Medical Association)
spokesman, remarks that "to kids, cute cartoon characters mean that
the product is harmless, but cigarettes are not harmless. They have to
know that their ads are influencing the youth under 18 to begin
smoking"(Breo). Researchers at the Medical College of Georgia report
that almost as many 6-year olds recognize Joe Camel as know Mickey
Mouse (Breo). That is very shocking information for any parent to
hear. The industry denies that these symbols target people under 21
and claim that their advertising goal is simply to promote brand
switching and loyalty. Many people disagree with this statement such
as Illinois Rep. Richard Durbin who states " If we can reduce the
number of young smokers, the tobacco companies will be in trouble and
they know it "(Roberts). So what do the tobacco companies do to keep
their industry alive and well? Seemingly, they go toward a market that
is not fully aware of the harm that cigarettes are capable of.

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