Joe Camel Essay

795 Words4 Pages
In 1988, the European born Joe Camel took his first flight overseas to the United States. Since then, Joe has become one of the most successful ubiquitous marketing ploys of its generation. In the past years, R. J. Reynolds, the tobacco company that produces camel cigarettes was losing in sales 5-8% a year. Camel cigarettes were considered the older man’s cigarette and did not appeal to the younger upcoming generation. Since older smokers tended to either quit or die, Reynolds needed to create an advertising campaign marketed for the next generation of smokers. Young smokers at the age of 21 and up are the most prized, they will stick with smoking longer and exhibit the most brand loyalty. The campaign ads display Joe Camel, a camel caricature with an exaggerated large nose and mouth (some say resembling a phallus) in a heroic pose usually wearing the stereotypical male gear. For instance, in the ads he wears hard hats, T-shirts, tuxedos, always with his hip sunglasses and cigarette in his mouth to appeal to the predominated male market. During these years the underage smoker increased significantly and the supposed Joe Camel is whom everyone was pointing their fingers at. A study that was conducted showed that Joe Camel was just as identifiable as Mickey Mouse to adolescent children from the ages of three to six. Ever since, Joe has become the singled out icon by anti-smoking activists as evidence of the malevolent apathy by the corrupt “Big Tobacco” industry. R. J. Reynolds claims that they did not intend to attract younger smokers but it was an unintentional consequence. The following are two camel brand advertisements, one with the notorious Joe Camel and the latter an ad after Joe was banned. The first advertisement features Joe Camel on a red motorcycle with a gang of Joe imitators. Joe is wearing his leather jacket, boots and is of course smoking a
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