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
w ...