Posted by: audreybenenati | March 16, 2010

Cigarette Ad May Have Targeted Teen Girls


Survey Suggests Camel No. 9 Ads in Magazines Caught the Attention of Teenage Girls

By Salynn Boyles
WebMD Health News

Reviewed by Laura J. Martin, MD

March 15, 2010 — A Camel cigarette ad may have targeted teenage girls, an antismoking group claims.

In a national survey of teens conducted soon after ads for the R.J. Reynolds brand Camel No. 9 appeared in leading women’s magazines, 44% of the girls could name a favorite brand, based on advertising. Their average age was 15….

According to the antismoking group Campaign for Tobacco Free Kids, the brand’s launch also included special-event giveaways including berry-flavored lip balm, cell phone jewelry and Rocker Girl wristbands.

Before the marketing campaign, no more than 13% of girls in the survey group who expressed a preference chose Camel as their favorite cigarette advertising. In the months after the Camel No. 9 ads ran, 21% identified Camel as their favorite brand, based on advertising.

"The claim that [tobacco companies] aren’t marketing to teens is just patently untrue," says Pierce, who is a professor at the University of California, San DiegoMooresCancerCenter. "Would anyone really believe that berry-flavored lip balm would be intended for a 50-year-old?"

Read the rest at http://www.webmd.com/smoking-cessation/news/20100315/cigarette-ad-may-have-targeted-teen-girls

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