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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...