Tobacco Advertising Makes Young People Their Chief Target Essay, Research Paper

Tobacco Advertising Makes Young People Their Chief Target

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 what do the tobacco companies

do to keep their industry alive and well? Seemingly, they go toward a market

that is not fully aware of the harm that cigarettes are capable of.

U.S. News recently featured a discussion of the smoking issue with 20

teenagers from suburban Baltimore. The group consisted of ten boys and ten girls

between the ages of 15 and 17. When asked why they started smoking, they gave

two contradictory reasons: They wanted to be a part of a peer group. They also

wanted to reach out and rebel at the same time. ” When you party, 75 to 90

percent of the kids are smoking. It makes you feel like you belong,” says Devon

Harris, a senior at Woodlawn High. Teens also think of smoking as a sign of

independence. The more authority figures tell them not to smoke, the more likely

they are to pick up the habit (Roberts). The surprising thing is that these kids

know that they are being influenced by cigarette advertising.

If these kids know that this advertising is manipulating them, why do they

still keep smoking? The ads are everywhere, especially in teen-oriented

magazines, such as Rolling Stone and Spin. The ads also fuel some of the reasons

the children gave for starting. They represent rebellion, independence,

acceptance and happiness. These are all the things a young person, between

childhood and adolescence, needs and desires. This type of advertising, on top

of peer pressure, is the mystery behind the rise in adolescent smoking.

How do we stop the future of America from smoking? Here are three things

that the experts recommend. Try to convince your children that smoking is not

cool. Talk to your kids at a young age about the dangers of smoking. Identify

family members who smoke and ask them to stop (Thomas).

Children are the most valuable commodity we are given in life. Let’s try to

educate them while they’re young to be independent thinkers and to not be swayed

by the tobacco companies who are trying to take advantage of their mind and body.

Works Cited

“Bill Clinton vs. Joe Camel.” U.S. News & World Report. 2 Sep. 1996: 12.

Infotrac. Online. 27 Oct. 1996.

“Selling Tobacco to Kids.” America. 17 Feb. 1996: 3. Infotrac. Online. 27 Oct.

1996.

Roberts, Steven. ” Teens on tobacco; kids smoke for reasons all their own.” U.S.

News & World Report. 18 Apr. 1996: 38. Infotrac. Online. 27 Oct. 1996.

Thomas, Roger E. “10 steps to keep the children in your practice nonsmokers.”

American Family Physician. Aug. 1996: 450. Infotrac. Online. 27 Oct. 1996.

Breo, Dennis L. “Kicking Butts-AMA, Joe Camel and the ‘Black Flag’ war on

tobacco.” JAMA, The Journal of the American Medical Association. 29

Oct. 1993: 1978. Infotrac. Online. 27 Oct. 1996.

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