A study of tobacco companies' marketing to under age American smokers.
Written in 2002; 2,575 words; 6 sources; APA; $ 77.95
Paper Summary:
This paper examines the motive of American tobacco industry's advertisements directed at minors. It describes the battle to win brand loyalty through the youthful advertisement and cartoon characters, such as Joe Camel. The paper discusses the public's anger toward this marketing tactic, and the numerous court battles to protect adolescent Americans from a life time of cigarette smoking.
From the Paper:
"The tobacco industry has been in a battle to capture the youth market for decades mainly because of the degree of brand loyalty that is characteristic of cigarette smokers. Cigarette companies have a lot at stake in making sure that their brand is one of the first tried by the young smoker. In its bid to obtain young smokers, R.J. Reynolds created the Joe Camel campaign with a cool character that youths found highly appealing and the company created fierce advertising, promotional, and sales campaigns to take their message to market. The Joe Camel campaign proved to be one of the most successful bids to capture young smokers in tobacco history. Ultimately, its tremendous success was in part the reason for the campaign's eventual downfall, as public outcry demanded that cigarette companies stop marketing to adolescents and as courts gained legal leverage against the tobacco industry. Today, Joe Camel may be vanquished, but R.J. Reynolds and tobacco companies continue to find more subtle ways to target youths at an early age and have moved on to lesser developed countries where opposition to the industry isn?t as strong."
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