Young children and teens are the easiest target for tobacco companies. Tobacco companies have found ways to dodge the restrictions and regulations that the Federal Food and Drug Administration (FDA) have put into action. Though tobacco companies claim their forms of advertising does not influence children and teenagers, their advertising techniques and icons have a huge effect on young audiences.
Some people may wonder why there are restrictions on tobacco advertising, and others will give facts to argue reasons why. The FDA believes Tobacco Companies aim their products towards minors though Tobacco Companies deny they do, yet they claim their target audience is from the ages 18 through 21. Though these are the age groups they hope to target, other age groups are also being targeted. These age groups are children younger than the age of three years old. In the article Smooth Sell by Susan Cohen includes in 1985, Tye was getting an MBA ...view middle of the document...
Furthermore, since young children have been introduced and exposed to tobacco advertising, children younger than the age of 5 have been able to match cigarettes to the icons of tobacco advertising. In December 1991, the Journal of the American Medical Association (JAMA) published two widely publicized studies: One, looking at children ages 3 through 6, found that 91 percent of 6-year-olds could match Joe with a Camel cigarette, meaning he was a well-known a logo to them as Mickey Mouse for the Disney Channel. Even more significant, a study more than 1,000 adolescents reported since the advent of the Joe Camel campaign in 1987, Camel’s share of the market segment among smokers under 18 had increased from 0.5 percent to 32.8 percent (Cohen). Due to the exposure of images and cartoons, children are being affected by the campaign ads if tobacco companies are trying to or not. They are exposed to fun images that are associated with smoking and send the idea tobacco use is fun and an okay habit to have.
When tobacco companies send out the idea through their icons such as The Marlboro Man and Joe Camel that this is okay to use tobacco, teens can get suked into and pick up an unhealthy and addictive habit. All of these fun images that tobacco companies advertise to young audiences can be anything from trying to promote smoking to social acceptance, to the rugged images that link it with independence and masculinity, to sexy images that connect cigarettes with being fashionable and thin. According to the article Addicting the Young: Tobacco Pushers and Kids by Karen Lewis, R.J. Reynolds built on the campaign in 1991 with the introduction of a “Camel Cash” promotion in the United States. This promotion offers coupons resembling one dollar bills in every pack of filtered Camel cigarettes. The “Camel C-notes” feature Joe Camel, in sunglasses and smoking dressed as George Washington. consumers can redeem the coupons for “smoothe stuff” offered in the Camel Cash catalog. The catalog offers merchandise with obvious appeal to young people: “flip-flops” (rubber beach sandals), insulators for beverage cans, jacket, towels, t-shirts and hats, all decorated with the Joe camel cartoon character (Lewis).