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REB-17-A4 T}N t1 :61

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JOE CA

L~1 I 1 Va)-

?"obacco, Tccns arnd Arlvertising • By Susan Cohen

F,03

0

Source: http://industrydocuments.library.ucsf.edu/tobacco/docs/hplm0108

kO t1Y : THE TUt3AC :CU INST I Tl T6 :2- 17-J4 :' 5 :1aP\I : C C(TT G:.i, : a ;3

FE8-17-64 THU ?' 7s 63

I. !h. s.I of 1 11Wa. a tb e thektoncall" At PCAWM CRX three tum"" ns peodu ft awen doad dda-wwd maim

Whta I iateaduu ~rq1::1i md t!(Ll>~fndw t wouWW to uk thea i about dteh'W541AM & , owev, p dolead %ft Md.bei /M qot to CN fWC 4i09N, How otdk* pVr111U ICWkS. OVA at dW Yt41r'.b. i. zb-r.e.atlY .owra tc etap .!kb.rmothl r &.wvtnd aa.tw eta"kS ba book e.,F Ib. Ws v.ndI.dlerdw of aw*~ ,sn. 'Pea tslinr to quM,"elu dedwe.

W( .m tlro. .ctu,a~,•~o s8ds d . lywr-ola acroa dw tabla, x..ing ptotnc.edQias utowpNry, t 1m bT !b!s titae &df dM atd t2te otdeR d dw ttuee, .Nlw ts 1T, beo eoastdru* evttch .da.n aad attempt,ed to blow the Uow-bM cload away M my aoa.'1 dontwooka; e6e eqn, xnvllS wb, tbe bwdQrt doeent hoM the cipreft 'i1tt, ILx,a wq+ ®"•she txplainm that 4ds ie a pw<V oi Mta

Ttle I$eertold I's her eouekt, visift 1brthe wc.ltand bom a C:onaectfcut ptep

By Susan CohenI~.L~LU3TKAr11OlM oY~ TIM dAKO1

The toaccoUdustry,whkhsp~ds b~iona onAer~ingand proniotions, sa~s ~'s nottrying to racruit teen aaokuOppowts say theJudushy'sjot6lowing~noke

I

P, 04

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FEB-1'7-84 THU'17153

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P,05

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FEB-1T-94 '~IU 1? ;5{

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7ch4ot, aad the lange.l Sk!' iI itar oousia'a frieed, a rtaatattat . Ioesi, be .rdiap ecSooC rw causht them at tfle mell mt aSundty aftertroat eharily eot! drtatu end Carbek iIg]tti .

V/hou dorettea? (t+elt . and tb. :<-woid admits Wrehers . .<`Jte u deliaia6eitUrtd, btiia~e~ed, her hlond Egir twep4back fratther tsce into e 1~rendt trr~t, poasesscd oI the ltindof freib, be .lthf looks tlut reocuttcand themeelrea to advec-tit+ars of dairy prod'ucn. 3he'll t campettttve tennb pwyerwhose coach would kot lr, ehe eonfaese., t>< he kne.v shetmoloee up to tttlt a pe"Jc a da) wMn >tho am 6he teGh at. .fsecut back eatnm when ehe aoticed th .t 'k;mtins a> .ds xW twartpeipitet .• on the ooact Bltt at ulfool uaolw,' amineiats, e nd ttmn ers Idda wbo 'dip.' am ttee stnoite-t.u to6.eca

I ask them w}y they umdte. It starts out as a :odel tbft'the ofdwt SM rroepomda 86+ seenom to h.ve appoint.d' h.neltto 61/trtiCi tt1e/ and does Oo tli pK1m* a>t In aathropOlogtite:pla<itft tn't>ol toenlttg•ad-ap iltnale. She ma tta lr/tmdaII~tn Wawt VYhttrnea Hlds xttooi ta Hetlais .de drinlc rk pertscs,end tvhea she drinLs ebe mlhes to aoauiu, bummirlg orerettafiam tb. bore. 'Pb& boys wueltr .teet .ut . .+~ Cei er Irfa1.tioeo U~tti, tMn mow oa to lteds-marit=e with more tarmd aioodne, ffi. >Iho Ims ired rndt!$t to ooatroi h.r wei~it,~For a whae rd hre cofiee rttd a dqretta for (uiacX It dad-etu Your tlppetite.'

715 wotbet~! 1/11sh. ~~J ~SOtfy" t1Cml[~1 amBut tb,e trqtn ~Oa1t711 e~fe 1tDGRU 1!'~Eee ted4ltii0'tL`Tlte

odteT:i qod thdr iQre=ent. Titey ><Y Imow eleiokbtx la had fortbem, but It ndpe lbem tehx .

Wtfm t1tsy c9+e to pa,,oaiogl*g thet thr Cawectiau a+ou.•in mtwt ewb, to tn.fa ber plaae, the 144peu-ald pluda up hrpedc ad aiprettee, w .ideoly uit•mnedauL Tru deBtfl* ttotr p to die lrom lung aanaer.' .h. tiuurau ma, thottIIA I

n't raid enrthkts to ntESatt I t}mk eht: tft7L

111091 jNNAL!

The tobeeco ittdurtry wm tell you that ternaQe srnakft ie onttte dcclhle . And it Ie, Y ysaq yoah bsdt to 1M, Mlun fT pu-eau oC hlgh eehvol aunion eotph .d deibrr oompa"d wit11 I9ptrocnt in 1293 .

But the etattetks .lw telt a maar eomplirxted' mf . 9moY-ing aroana teme$n Gell by about a tttitdduring the I9TOe ;durv>Q the t>ot derade, ibvela ztinnirmd frusunltln* etatie,ucozdtS to enn lul eulrw+a doee for tlle Nrtlonst tttadtttte anDrti9 Abueeby tM tlnHrerub oI bid*n I>tttttute fbr SocialReeearch, Thfi Io spite ot ft fect teet auttn j the euo.p.rlKthe eurveye eAorrod that few'er h1it srJtocl mltlocs wed dlapt

A.& tfiet ar.w.d tst Ytb . .M sp.rts terehaw n«re.-ttwlx+ t+lewlNM Ik hNVtty prvmet.d In ttta.er ..r..rntn ..,

d'tup .nd aloo2latr .duka la dro.eu gave up dprnttp: a{fd mane in bha eountrr mould qtlee the elaes>tm )iataag tnbaeao toe.nur, .od heart deeseLtvea s d teen temiongtw drnautic irnpUca-

tlatt for ttle ewntuet tnoabidlty end maatt9ty rlttN .' notes theUrsiattita" of KChqlo'a tJopd,lottnstoar wDq dir'ects tbe an-nttet eurvey. 0One ti lbur regutar mt,amr, wgl evantu.!!t de&am Ots product. I don't 7tnow aar ett+er prodnet, inaitdleltpq, tbt-hu ttnt deeti rete

]a 1498, the ee.w eot aatse. Jo6n.ton's nao.k rsami rt-pk" ettow tlat, w the Put ri1R,,dattY saooidn~ lncreeud iq..c.6 at tka ttarte Qader bQ tttrveyt ath . 10th .od lsth. 8odlid metal enudaa>:, with alrttoet soperaat of tdo edtool set-loes repocttDf tlttt thq hed emoReL> In the prgnata manth InAGtcrata, m apewv6 ta<xptTar-6unded end4obaooe nm-pe'tgn has petsttatded ttaroy abt, to qutt, but Ielt teen emaJdtufrite. Aut . AQoteroeelte ryattb tudrapreued bpr dlnclntttWa.future ttwrtaaty.

It dW dhd .rhea t}tay wa . .ualan, .e .re vould m.ke tb4aoanmatiam, awre darb, ead dri>:,.ticeJly, this would be thenltmbe r«w prvbl.m a the oountry " Jot,naton saytt,

trxh Ye.r marn tbatt I mfl8o4 Amerdcan children titndw 1$become rr=ttlar aaoittrt, accordin~ to tl~o fed'eral OfGee oeSraoend Heatitit . '1'~t m.ane tbay rtpirce at Iesst twv-tltkdrti o the ad>at mtokers who either Quit ar die . IY theSrown-t" ue gett3ug the meealge, why aren't tbe tdN

11te eneteer, utstmolms lctivlets mafatain . Is tmtlods BetoRA+r, man wMfal mcsa.re. EMm tbe adwrtietltg ead pro-motions oa which Am.riua dpntt. eoenpanle . .p+nd t9iLSone-44 b>'11on ib 1900, tEe 1't+teet f'iQtay avetLbte- In tAa

CMNI's Ca .h CatNag fs /ult of "tha prw.tiw .t .twM Cam./ C..M eaw .wyr

P . OA

aiapslne. they ta,.d. the bt1lbwrdeo1mpee the atmce: where they h,ms artthe eveitts they ittend, citildren end rnpe-de0y u.oagers .re exposed to the notori-au castoon hipster Joe Caanel ; to la9D-beWie= MuiCoro gear; to tme jw that pity onadolacent tbars end eapitatione . TUy safua irrilget that . .ooci.te .aaolt6te witb raciel eceaDt.ea, rudLad imejw thet littit Itwith cui'apandence auad ma>tcullaitr,, eWirnases ttut aoen*et ctp¢ettw uwith b .larashionable and tbin. lt7 *bort1, the .ctiv!'ateNelf ave, ciQu'ette carap .nip haveaaetedchildren beatue they need to reptentehtheir pool of ariettxneee. And 1n reepoose,wthe intl-mmoktn4 anoveanerc has aet out toqrget the dYarette companits .

Qnhielr, ecrerdinr to the aoenp .ai4a .


ttk .,u~,~• lttt: ,uDnc4,V 6 ."JI~t t, tC •--lr-J4 • o •1orN .

FEB-1?-94 "f{U 13~55

fwV* Tabaeco Imdtuta Yfa Praaident Wilher MlttylMtf,op.akiiy fsr the tndwtry: 'A!M of ue aarea an oaa thhg. 1odtlatt is dud ldda AmJda'1 be atyaakete,'

ALo___easY, 14401119510

"Meet Qve d Amerlcf•s tfcrien 1arag yusher,,, " rsada thep~ zdWt/aemeAt b ehe 0ttaber T, 1993, cditi4n af TMwalbtrtvon Post . It fc.tucee fMe mu` eHob of middlo-Ved'Vhlte hwneranen, ooeA of thv+a u.oci.,c.d witk t5• C.elom•tiiaa drug ftraL Rstfa .r. tir+em hs" tattaammmpa Qilts . Twou~e publuhia4 moruta'atto .w eu~:iae. ue wdely read byteau andcim hmv~dwntitid of ciptstu advertit~in~ .

Tht toditiak ad, wafch tanae othar aswapep.~,locludia6 thw Now Yaric Tlmca, reiwad to rtm,hu bt. esk.a out by~p Taa~t Addlatko toTob~c, or xl'AT, to 1de~ dI Itt drre*&y averferfflq at Ardtyton'1 Kq &ed'je MiR~oIE hotel,x re tlte h.u .xhl~c. ...ot.d br.rnoe '~• '

k .. L 1 1 I~ li . :_1-

P . 07

OdEea thre det1/ srd blced to a liqW dtMpaittn:141rtbaca's

~~ ~ viL ft a~toce la 1m ~wA e¢at1Gal tdit cflae a t,¢a<n daaahera .rWo atsot darorO tbw duK

arofarq+des,iffd trhl0e wator 1n "Mrrffior. CowW atsldehotaoa, fatCwhOeWkire rdWea and-rafta Cattwux~ cAkCt•-rv maruoro umw audgarattia pudts 04 dyat order redPW-UvUM4mt a< ai H=td dSVAU tvlAmy . S

dte eilapeida caded db monUh. Mosti d>ai 4 millon yeoplerevanpakpa pttdad ~~ hiarc Ycatla oee afthe raou atocedAd

Watly, GmeYt Caab Cuik% acR an ifs fourth vvturne

e , !~s >06"MONAd F ° IK M ~° am A°° a *h" Wtwo ot a avaod.d tut+ . 9ut it is m~tt enia !o I"" U~ RJ. Ro I~ s ~ ok~wo~aR s~ysfiod 6~+ttoas, ,~oaten aed ''•~uh a~as~r rnoetda f`Ciaarett. ad ear+qiont, oa tb. pwta~ bere, Joa

plain `~«, ~a. ',~. ~ she doesn't koow Cnds Eitakt&ecitsi.rr.oxte ., _

abOIftNt~' b1~tN N ivRtWq Newlait

i1 9'AT Ma~f1IUg tiIM11sf! ∎/ Y drp tuorese& Y~a9'AT found'oe je. 7~ hsd wiut ~ doaa~'b .a a• i9and of ~ph.np' •>l~ra tAe aatt OI lvnp,ua,e t1Malia~ snd btsnie Qhq taoaottiW admEntstrator we>AW9 a oUil~ S~ok~s because WeT~'g

aott°~ t~~ ~`~ ~- am0

~ Y`"rerrp,t• l" deuaber c~iy lsj iouth a['tn 1Rraa• "cb`°*' b U 5,W.Q OSSW "M stie Va. da~~tt~nk ou {'~~~Q ~tea i tM4rtboco nfabo~r+e ft ertlqa DQ ao ra,+e~ ~ '

.~ C'"f "ahe be~pa quaHq widi d+t.'Sha wW ~ 'up and do,rrt and wriy, 'Loo1t.NddY, hore.d'ar thq p+e,tW th• `leaq lcuP aC OUCp("6mv.: I tltcutt~lt ~. Tx. N- ~ her~t~witlt a~ ~~~ Phi~ lelrlor~rtt• tr~

dtea. It wun`t tad ht bcp0 t ; ClabueloenC4Ytf{icltoolQroje~ct at torpacate eRl~in ~ loohEd lntc Pi~pD,Sottia'i erm~~~ to~t d,ust0a orlto eotiqp ampnsea iaft 1930a atld t9doi dtit k acaurr'ad' tao MW tnb .ooo ooaipaaisWtt bc tr~ddn, d~en 6ec.us. ttiq ,rus

~iaat thee . th.rr hm 6.e. mqor diznipm ia m6itcoo mu-katma--alf ai them, ft+mnt'ty.'a paW&M fa mu watye .Not otily ht" ft advatiibld vd pcwapda btldgeh aaat'ed,thEre'i beae a dratnetic ehiit in 6ow the mottet awtnt . C!g-aratte mu-utaetwan, Rbo beretr af~ipped a bat ivrltdbn ; toruina, tt~a~i and l:illboarb dt~r Ga~preei tw~rx~d

rroitt on telerlutott tnd nrfto 1a 197k now putmoot nf their rnuYaft rnonel Sntcpc0~ro!ta+e euc~ ta frxtamptn ('up aetrt~r 75 pa~rn (t~ ant ~an ~1989 to 1aoG) .rtd dv.•mly. rnd apoeNl dtera at th. poiet d purefwr. wh.r stor"owaese .re p.id te ptaa.r tl+. .vsae uW Iwindoan and doartwith br.ad' beoa. They aLo ofhr atall-otdet catafaeaer. Clipthe ea~paam from your ppratte pada and aend them ia, alanaaltlt a slzr.ed atttement that you us Z 1, a aaoloer aed ~]ia~to rativc free woples in the cndll and ' yott etA 4rder any ofhundredt o[ itena. Ltke priat ada, thtr. Items carry brandpronwtlotu; tm4cv+ prt!nt adl, tbey are rrot r .ppJred' to aarrxytht {Urieon generdht hepltd 1R

aed fap d"tlr. r<wotbea . .tuff Canel C u it caa btty," !a tied toJa Camel Mmod Cktrattera hnaw wls:re the adion iu^CmW a,bw~ With 2s ,c-votee o s "dm d csweb i~ -unde. Y~t cia .!!~d ht far t tupe caaetU ofthe band joe

a~ -u de.dhanta fstag aat wft, the Hutt Pack, Waft 4Tics wth aa "borsEto be asttoot~' or "ELrd Pick'a tou1f, too~t .aou4h.' Y1r~teSt~ar' cq.taloPe hae a[fered a ntc~ertnt `s:uge, °t5e fa ~toarcolleatlfla with a atreetwiie ittibude .'

Touyiik streetwite, amooth---th... ..orda havw a ap.cialappral wbta yOU'a 17 or 14 usd ti.11a, iis..enr ., utivuts..y. 'K ;da 8 to 10 don't v.at t4: waoke, It's disauaNht: they.rint t~.ir p':>AftW th qult" wpt '!k* khoae diuzhtc is oowi3 .nd erhoee aort it 10. "'fbe 14- to 18-rear-old aV p~stod iswhen duy're reaDy mod .t riik. That's realy rNl~ kida mtryinj to eetal~ th.ir Sdentity. PhWp MarrU ~od R)IC aretryln to glrra ttmra a reedY-made 16eatltr--eU yau have to doia Yi~i tit u0 and unolda"

AA bti lmmsltYattid moral outtaae are o aridena twdar, aaAT's outjoiag prerident, .t.ps up to tha padlwn a+d

DUZ th.w.lcanhs sdds .m at the Atttnit0a eonlerence .•Yoai.rd.y STAT put the Efn¢er oa 5ve of the tidheat drug

roawar>,AM+ ii


FCL ~ tiY : f Htr. I "utsACCl1 1\5 l"I'Ti . TE :' 2 - 1 7 - 94 : 5 : G .~,Eil'S1 :

FEB-17-84 TH17 , 7156

Mart`.re wft tta AdrsaMu. Team a .nttalgn.rw .I the amu w0oa . .hd tt; ad wsisd.

pualters u A,nedo," h,e teW the eudkaa d moce ttiut 400."Clrew aeta have groMm rid beood a,e lat~ioaticn r"-les on the wl..r.a~l~4, ,i,

.~ry 6~~w~,,,1y,`+

.,S . . . by tcyitt~ to dltry~a

/lLLr~lfa'the

dtbCt~ Ro•+w andad'

r"fnere aun rnae wda 1a•yuc-0lae ad to~'`tcb.oco

thin wbnt we. riast~d STAV' 7ye thvadArt;, "Aad it's almoete~telu~Ylly beceun of Camel Joe and tbt Uhtibaro Man andthe Advutttut Zeiat.'

NOTItrKI taYT Tlti VILV1e

Aa d.pieted in hii ads and' catalop.a, Jaa Cattlel has a bt ol'tri .ad.. But in dhe rul wodd be hss tloot'e eoe>ttieA thln uyotLer slFMIS adYertld'nt ioon Ia Mikrica. Antiymolt4tg fcrreabt:Usye he lb t}le moet bbtaat aaatplr-aad the atronQeateddata-that tUe tobrcao ubdwtry 4 tar=etla>Q ldda.

A l>taow~~ilAbUY?91pubMhed cwo~ wtdey hQra tkWd aNtt~~e .cOne, bddnf it cMQsen at;ea 3 LAcwo 6, [amd tMt 91 pee.Cent of e-Jpr-oidk eoutd match Je. .dtb a GiM1 at.tEe,neaning hs w.s u well•kaawn t lbQo to tltem aa MickaMoas. fvr tha DWltry C.ha:csel Even dttee aignifldaltt, a atuoot man tlua 1 .000 adoie7oenai ropOZted t?ut IdaOe . the adreatof tbeloe Cuaei crcopaipt iu 193I, Csmd'i shtre of t6e mar-tet wgmeat omooa uadrars tntder 181ud itta*aeed from 0.Sperceat to 31 .8 peroeat. This, the atudy eWmated, repre-satted m irtaeeie ie evw wort3+ $476 mtlilon a qau .

tn respanae to ttleae reportati Nev Yak Clfy'a cotnmiadaa•et ot coneumer attaire, the Amerida fruag Aa•ootatlam, theArnairao Heart Auot+aeloa, the American Cancur Scdetf .farmer aurgoous s.a.ral Antani. C. Norellt ard C. ErerettKoop and tltiA attornyra pner3l of 37 etatq havA asked thegederal Trade Canualtdoo to 6en the a "IJstmg a nr-toan camel rnocfeled dter Juttsa Daadt,mi Vice,"TopG,,n' and imer other figttree which appeef to young peopie*this campalp rrpreaenls one of the most egregioua exampteem recont htttcry of tob .cao advertldq terQeted at eWldren,'reed$ A leuer m the M'C i[osn tttem Waahi .~esoa-baed C.aBtlonon 3mokfng or }iealth Mor. .urprt.iag dh.o thM bot thatlANA oditorfslSMd ajainat RJ. jteyaoldtti caa+pttQn was ttfatthe adltors of Adverv4ing Atp dbd, writinginJtautry of l992that it •aaco,unes yautastere to smoMe' and urgiag It bedropped.

lostead of dnmpi'ng its drar..drq. RJR .at out to di.er.dttthe lead euthor of the key JAlytA avdy, UttivaNty of MaMa-chusetta reeearcher )oteph IJQ'tana . The eomparq baa taentletters to the mec9a utd putftt>tdoru to rettders atatlaS that

CCITT G3--

P. 08

DiFrtnsat has "admltted to b1b ind reaaa :chtioe In his trork thst parporta ta ahow

that taJAet hai 32 pCTt :Qtt od yottth srtDokO[a."'i'tuy'Ye ttied to henqa a1a {Mery tr" titiq

oould,' ea7e IhFraasa, who adaaunt* depi+Mtcoolaiss hie 8eta, $)R'e aQegatbna are b>tltd onw,bpoeiwd rassreh docurnentt thtl;, the di•ueRt. compttny s :Y., dealy show Out ai-Frena't etudy found the Camel adr n :oet wpeAtlitg to I& t0 2d-yearokht, ex><cdlr its targeteucic,et. But, AlFrao:a points out, this dcea nota4ate the otudy's p.btWied tladnV that, loolr

at broader grottptnYs, a trttcr p+roenm oftltr't adnlto faad.d Joe Cam.l. And the

I!tJR alleptbow don't bur on wlnt he ooaadk+his most 6I .nlttcant tlndtns the auonubleAhaap ia tlia bruda atarktt share tmon: aader.

J.Retmoldi lailsts that the number aC lddsR ~amoidrls Cualt ie ututlly oarrttitare nt er uaonielung, c{t4t8 a

~~~ *ar rAdwrtldc~ A,a tit 1908 by the reec+t~d ~y HK ~G Ycpt Mhidt put Qanaer>t ehen of underage molt•en Ilt a parant, auldttg k a paltq nfth 11 11" ae anartg ldds,6ut iheri are oth.r tttadles tbst support DiFreasp'a 5ndlnµETeq bdore the JAMA articde, a 1950 National Caoo.r Ioet*tuts Wne7 ad tlnth aradara In 10 coanrruaifdaa wk said lAOYpurelund t~t~c~.rsttas reDarted 43 p9tcett~ ~u ~Cwr 90 GYnid ttt6 20 pe~~

:eat Ne~t boro ou 9nt or aecond chaltt everywhere but Its claes<anmptdtor vtaed by regioa sad reca, with Nme1 atrnnQ (nthe West utd lAd.ri.t end Newport In the Nortbeast . Itevw<-M t~eatba bra,d heavlb, edwxtW~ by horffierd Tol~oo

Atticlrl Atnecitte ramtmunitiet, was prdasat by W .elcthtdNtL

9umatarift eattonal turveys on te .mlaro'brand uw, thCtaater. tar Dtsee... Centtei's Adorbldity and Mart.Sty Rtportod MareA 13,102, oohd that aon yetr tdtts the atart of theJoa Caensl advestfeing carje.tta, Canel anked tbhrd uttoa=yo.tba 12 to I8. 3ubre4tx•nt estsdfes'repott aven higher raowof Gmel OrAiennce anSoAg adoleroenh . . .'

A doee tor the etsta oi Cabto& tttesttpts ro milte adltrd Inbetrreea the ad camp~atp md the numtier ot kSdawho took up emOldra~. L,ooWn~ (#tcit at amotsltg fs .ata aato%ttert>IRan ov.r the last dectde and a half, John FSeree, a rtfeU¢her at the UaivdreiV of Calilocntt at Qau fa, ioundthat amoldnd teacbed an etl-dnse bw praond 16 . toDlb-year~a{dC.lltoral.na In 19411 but dLw suddenyr reversed. In=asin[by 0 .7 peresnt annn.l>y In the 5rst Yt;azs oL the Joe Gmel

Rd. HapnotQe reguds Joe as a sucoeae stb y of a dlfforeAtI"eoct, ioccrding to voketwoca&t Mattta l'ayae EUIs.'Ytu ac:~paign . she say., u absolutelr not-nevet taa (betal and nev-er will' ba•-tareetcd at edolesuaus tt [e eimed priatadir at1Vtktlboro eraohara In thelr twcntiea and thtrtfea in o :der toenootu9v tisem to switch brands .

EYia duixsbaa dow Camol .pproadrad its 75eh acni'vesauyIn 2987 00 a d.cthieo arn. pane.ived by unokan as a hot,harah 6raad that was amolted br thdr fitbera . Joe Came1 hasstab9ised tl:e brud at around 4.4 percent ad the markat. Gir•en tbat, she aya, the compsnY hae oo (ntmtlioa of Iaying hietad in aDite 0f expceted wideapread cuts in edvatieing and pro .motion as a neault of J,993'a C1dacttte prlce war imone pre-mium branda . '9Ce ere going forward wkh our Camel pro•gnrn; 21114 " . 9be campkinW that'it ha+been blown w.Raiut at ptvpacti6a to ita ohus of the market sivpty b .au.M itdaw the .ntr.natdng industry a raltyir.g point" She says ehe

:a 7

U 1Ut WAL0M iiCY tOSt NAOlVWt


M1l•1 U1• 1(lC: IVU;'11 .~'.vI .~J11'Il lL: •~' LI-V-, . a;L.. .:I1-11 .

FEB-11T-84 '"HU 17 :5T

doeeart know wtwt tia mers}ca ~a~a sri~ tt beaatotq vnde~~s sn+finu.'e dea't do r ..rrdl.ata.9 Toane naoia.r: b.atar ve don't tkdttl~tTousg pa~pl aa ihetild Imo`o! ."A. ah" tDetfit~, I hWpea to hare Is lund tb4

Cttcrent Gitttcl C+tth G~lo 1,, eSth tts'Pbol PlnXer~,a $s `~0~ I~iylt ~ill WDE1t,` (t1 ~P'DCt 17WK'F16ow Mug" ettd lta Yool Ptqer Zippo dr'CloSet,' el1 depictfttg !oe dn a denlm fts and ~ade .,hIt tttt brtrtt ~,Ldaj up hM a~e . I uk Bklle tbout th. dn~irps tha hhs at.~u. ltstlr sro~ ~, to ,~~I t~ .e~ >~. ~.Meur.o ne tf~.r. ,r. psopirt nrotddad l~ot RJ.Rey.oWr "vsq Aceitfljl ~vtlal:tnr the t~.e~eTvrndi.. to taeke surs k Jpperb to our ~tstve .t. qetj~t•

0 Fo[ ~ ~t, ~t11a~tta

••~~i/,iltbot~n ooatpeWt ;tc. rf poettt~r rekr to tlheHe<d ck ta a rvclt bsnd, tse drattp clarb ptaysbluee, Md stie eut't trn~ttr t: ~d .p*r .l s arqrw~y tn

~~U = tA~e/~~~~ ~ Iitsu. ~Na.,~i ot x+ t omJp.~a~p~'s`Jp. ~p~'s1/Q

6i~{L

Is~ YOGZa iaa .~ ~~IiMI ~ p `-Y

e~i1R tSLa~'e

part aimpai~o deipflQ to h 1p twg3 reelfRthe prr~reoalta thit the toheCCO hdultry *a~rts i: tht ttuitt reeeou idka ecaolte. I ttottoe Itkicks cQ xltb a llri ©I''s BoC .roocj ta.d ;

p1~ pooi . 9!>Athe Cst lacludes both denim md''idea ser~ me 'Ilav ho Telit to r~tor tteds AboarNar lmok7nS Evea U You Dq' a b .ohlet to Lebpperenn urge t6sir du'ldrao erw 11 to li to r ..ittite tas+ptatios to rawk..-,.urtif t1~.,T'n dultL 'A.aturd u..tioa frour c~d eap uk in . 'R1hT do

1L 1 1 /' UJ-.

P109

The Impertal Tobacco and RJRlacdopeld suit led to the rdease ofinternal documents showing ilrat, atlast M Canada, the c1garette industry

has an interest in ie aialesce tpsrc e rnat~~atafFreud

yoa moteY t!rt eniolce beattl~s,~a~~o~r tmettmtrtto.t~-a.t straotters do-ay eo' dte bootiit sdvlees . T6ee tdl

kt;era tkat'tl~ere ue e 10t a~ thW Alta datAt Wdza MV

dRoW11011 duS16149tt5

The 2obrooo lnuuttte, the y4 . :Rt d f!w IndiasttZr, a1.o[uue a pnbec trecrica a .mpeiiaes:d on sfN tuodm dut iddsawd to be tau;ebt to r..iet pvor paRmu*-qot edvettift .

i;adt r..r th. inatltuat alrp ppntrlbutee ea ntnount thstManr>see . ita aoobcauua. Q.etlnee to spa*, to the Wntfri~tan•basel 1~ C.0.03.9 E . Cotuortiueq, trhich hisk>sncbad' t~ 'anua~oa-do1Lr" e1'Iort qD .d 'Aelpf4 Y"l+

rlb.~~oung people irn awwe oI the dstots ttut :mott" prereah riolts to ms'o bu1rh .' s llns la'tHe =ap.ip rads, wtth•

r e~~ t1 `!.~Lv

WNh VtrWnb flNns' teeue on .atu to rraw+en, tta .a.l.aut.ryar.b wa.M.. .e1.rUon wtlh ∎ atn.tw1ee .eaal+. .»

out (duttdTias whnt tYtae rielkn te4gtt be (30 petcatt of elldYtlti 4'om caotu sttd 81 pertoat d d d.4tho frota arvf*tnnculu dbrease, seoacdloe ts ti~s Caotare Ear Dlwar Caatso0.lh. dtstts .bo cattdudi e"'S~t~~part tlse Itw" driwe, taenaoar .r+ rata3ers-.om" dwb= 'Make ?.5 per¢ent of tltelrsntxsl erca adsa f:am to1scoo-to e>be~the ~t~n that exlath atmat sqery stata, and tbe Dietrict af lum rl prottlbt'tinQthe SaIw a[d~~u~ta bo a~ront uadu Ii, 1stni(ers who' 4hreoidve lree'stt9pat the W iwas for alaptp .

'TN you maSce a product tbet`s Ises1 6s Nt cotmtrr, 7ouj have x sl"t to teU ca~wmett eboat tfiat prvdaet . M.rry-

psrpo.. ottIIen sq7, CritlCS, ht cnntend~, miamd .rstind tl~tiatvsctiebti:.

1;vtlorTfe thfake ht understa,td, it all too welL Contid-ahlp that tob.ooo cenadmption Iu this tauAtry Ii thrldlting bybetweea 2 and 9 percatt a year, lt seemt bgcal to (nduttrycthjcs lilte I~Ie tlut ctgmttt eompalcs ece ttY{rt~ to cWtl .etet1e7I7 CSd1't0rt'!Gt by tuTLbv to It!lji" kft1e1>j' fM teta aII101t-ers, unlikke .tlfe fxlde =do`ts who hexe soclasd to peteric anddtscount btande in rount yaam are tirattd' foytUsts, And es-peciaAx alttce studtes cornietentty futd tbet the rr6Jarlty d red-utar ernoMert (:oano put ttto nwnbar as hieb sa 00 9arr.eele[trt beltxa sjo 4t . 11t. Unlva.ity a114skwdan suruty &1d'sthe palt paiod fior initiatJoa t~o,'t,,xye~lytth and u~v;,~edth ade.witb e•za+.td.rabib unault oc~uy :a~. eM'en utMF~.' ta~,bk n,bknPlerqa's recent Cali(ornla study found virtually no regutaranoltas xho'stut tfMt age =0.

Maryrtna couaten that wttii Mterican consucrncts Wzd•iog SS0 bdlioa a year on ciptoties, wlnntne even en, extra 1pereeat af market tllare smonS adnh smokerr is wcrth priniMy a tat of IZtlters. Adrert4iag ia'the only way in a mNure

I I Orktt I*r t,pt U.9A to t.kt cuatomm away from oarapeti~torz,' he .eva 'For a produat GW ci&rattsa, which If a

~ product .wryww knove exicre. continuid on pqp A9

nrtu,un x uW tu


Ku1 t9Y : 1'.f9t IutsrAl,CU 1NSI I f1 .1-L~ . 1-17-a4 : S :2Mh'1I : t:C1 f'I' Ga-.

FEQ-17-84 ~HU 1T :5&

vi

i

wIt

I

I

5MOKlNQW>satNwrJr.at Pqrit JJ.dverttota Mm't th4 market.'Or, as e Philfp ~npraantattve

telle me,'We're erN to get a bittCcpkx of a thrintdrtg pie.

Antl, a I satn told at Jt,). ltelaoW.'You Wt Itdretttre pet food to makepeople tttq cats."

The indu+tt7 has bramht atiultatins.~pertta to tatfJ~ cn Its tteh>tU and llelpdefeat oonV01up011 ipltiady" ttnt wtutldhave tyatrkted ib aH ~~ In ntiauwsys, among tttem: the use ofolott pia>aaes>tod ilhtlroostlotaC irttctwittgthe tlte OI kCtltti warnlhw, bf11A1Aff wbrcoo produtt advertJMng lh eporsa 6tfIder, an qottitlg ecptlyrt+mt aad' toyt{, arrdaaar ec50olr atd Eotbld' &a tslmad .tfamawot apoaaoc.bip. ped Wwdttct plaos•tntrn Ie /aovlea a wdea factfa, sAd ttltadbtributioa of free wnplee. Thea asrperts h.w testided t6at de tnatu taedto reach eDbalwp *oCitldllts /re no dI'-tamnt fromt tAoeeemyia In a< twttmmarket by other Ns, rrttlctl haveabo ttvsrtried to pramodae .. Inee s#tmipIttaad diaaoumt priaing In a 6areal,y aorap .t~Ittw aaxromw .

OVith thit ia atiad, I tsSepkose jameeMeAieal, sPW@mr ot masitetlisa at Tm,r AdEM Uniwerdti. McNw[ I9 Aot Ia-wlved ia eltAer t(de o( ttt9 lob .aco advet`tisit, debrte. tnat.ad ht lo so espct cna,arketles to dt7dren, havlete writtlntAr+te tl0ob an tbe ROw7. BE lpediltr11 stttdYtug the trteforcttcea d oooauaterea yotltg u 90 matha .

MaNeol lays eut da three commonelemu+tat lo ehidrdt'rsd .ertld* _.Fir1t irtn cmahu~n cn,yh~r iad fua Bor kida nD to

10 or I i. Aiter thxt, advectt~serr be-~a to tddrat adcle.certt tteeds far tt[li~atlcn and saiel eCCeptance . Tbe t1d=+deletntnt, MsNestl sate on. if plqin~to'chlldreA''a t1Nd-eYtA stronger anad.itl'- !6r afpea3ancas tt+at inyaift tt,abe.a.+. 'ChG adv .cti. .eo o[tea da a.& alot of word6 that woutd .ad fhut sN-.oty erqrleACel.' Ttdnl abOttt dqrretts sdrertuint, ee Pw istord ltvu do,toMcNeaV obmved dtst k contaltu 111 Meeelernentb vNrdm use to feaeh kida-m anphesia on fta, throuu jlt eaatoon cl1atsacters and promafoaal git<.; a flroaft ofsoda acee;>tznce• thtougb bdw tool : atdan appeal to the scruoa, t6rougjt ua . oIwene Iikr'.rnootA ."

TIus, of eourlN, does not pro.a thatcijarettie manufacturere are tar8attneehltdlen, But MeNalgo" on to tetl meaoaaethinp else. 'Dnrind the yait fiveyeara, perticularly, there has bean astrong atove among almaort aD conwcnetpacltlged goods N*stfks tG t,erjst Ghlt-dretL' lx oYa. svot `prvd.rwh that doa'tsell to ehild'tya .' Ha awr air tcKWl aa aa

TEEN SMOIING BY THE NUMBERS{'ltbr " rom tumori INOw &-cordu+t; to Tobiaao Get1h utz spohxmmWtlhsr lrserrTtora thet uen`t. Teenw'aktelnb hu nat tttaeaste4" Qeasys, 1yoa talght an a bJ1D ortarar Ind "t levelhtQ tYr aE ttra ttathts otht t7tun6ecs a[ ysdsap mskwr, "tr.vWry dtf&rM tn left tlum aiuah larr*L'A OdN..meta tor R.I. ltW>Iotda taldt

aN atcb tha amt dam 'Fttxer tAdfc.nr tddi ta+e tmolft wttidl vOYt daCrttsted by.' She dha etaittlae hnm t1eVAihc* d MidtiPn's raatW wrwq oftfh edlDOl eeolota to ptvue tM tolat .

8irtcn t6u ia the tr,roe uure'r tmt ILeGdetet Otltca on ftotlIItr and HaJeltuses, to dsaQibe the teek of prorpeaa Intteepiag wni 40 dprstta%I draiiLa the fut. .t aaX to«xt dKOt* the oot*&t

wa ia to cqll Lkprdoa wrba catlecta tht

das. Ha'i oct trtitred thatatiaooo comp.ain ua tlwrbir<>ttaabaa.l4hu he nUn lC'Ttte tobaoco tudu>atsr h a

$124 N118e tlterat'buV awmA da~w. Jd rt~tt, aho Ifetvdd

an tM Nttlot>at Coatatlaioa tor Dka=Ftae ScSeat'a dltrta~ tM 9u+6 edtatnirttat- , ~ll01CIOIN at'CUqtrttt' ltpolOtu>Raustr>e tloee .bo report !w~ trttoitl4~Iste,tba pat 30 d0s. it,is M rl:ate•=t, be stye„ becmtee VW5 staate taauIm 014 aeperta+cadoe, auuw GS* .aaken Ih ttl>lh eoboal trtd to b .ormm boavla•.minn a y .or oe two later, vim ttaaa loraa w•nd /aast of tt>,dr duY In the&MTh .wntalt his atuve}~e taA him ta tLfar

Tea>ap talolling dd dkiae by t+Doltt tthltd Ia thb 1970s, perhwe se + ramt aribe broadcast advertirin= beA . 9idcettte.. tllack teett.p smoft ho a..tYrud to WI tltnnutka8y--enb ebo.t 4pero*et d bLck wion ttoatud' dat}y itt1093 ad lOG3, <a.apar.d wity 81 peo-

ceat of +bI'tes, Sut aaszthlnr hne theapttrntrud tr.nd atpmg wt" tlad FOa-peaka, eaea ae law rst;tYictea seeauapd aniol~9 lsecattte tnoie ttlgrnxciud .

f.e .~. 't'9oRttethLS'a ptoDy3nj It!srp~a td~ prcp.'t}dah 6oae b1>jort dolt~n

AM Ia tut hb l.t..t sacM toundtbst Ia 1993 the peruatats o[ dailyandteta turems an hitt school .etionroaa from 17 .1 peroent to t9 peraaL

c t;tu.rioes wht:ttkx Kt's ad C1ot iacraie, but Johatton be-tiaru x IL

jmntfvo tzNIA tab.oee taace ,ddkWetban am dbec dtug ls the wuvaf',, Ud.a-lnng Mroin aod eoa.irs'e Deaare dw osxo+e/odt;y of p+epl. who .mnte . In 4lgh

school wtll tsnotse sll t6etrtfve ., snd very fe~rpeop1~wrt tmoldns hter, wbnatott.nr, the faller, to ratketttara d e dent Ia taa rrttokle j b a tiundtL' Otrfe wdboy~ Ita ia about eqal

'1'wo i.ar. rf ., tk. wt-voy begin iucluft eUhthrad 10th pudus n wa0 as

yenloral„ puttY b .cwae oi eritiekta thatraNtlrtben were unhradta,tiag thertte of amoklrtg, dncs It Ia ttaarleitamong drapoata tnd the ooa-eollG=atrotnsd .lPUt he frads tmoeg tlte Yotul=•est snMdmu, Johrutan .yR., a t*eOAtlrdiaturbinj. 6Gd.+n p.reea t ol .i0ttihw" Wi CA'OOpt a`"M NKTtr bwhm trt'd dpi.tt.., altd dtaoer a thirdof Nts batyn hwt+ trttd atnolodeWt tob.o•eo. IKoat atvtlian t lb jotutatan Is dfeftndlrg that Or11r about half of elghthgIadera beitm that uA041ag t+ peck orn»re d elguata n dalr li dagarous .

TIM NniGr1 are 01ora knowt.draWe>ttroat the hwlth rtiMa.'17ut mty be wtyalmat >tll hIgh aal:ool waokaa b.e.v.d,at th.y rvili p;i* . Mora tlae halt d the itwvwt eeookan hare already triad-and found t>b.y aadde't --B.c

ammp4. Aielian Werh to oaa" wre kidawflt be pcefto»d to a perticular aitioeby the time t'ttsrr can buy ticlydtt. "Mar•keteers recoIInlzed tture's only twot;out+Cda ot cmwAlt!db YOU OwltGlt tlfeuf .Or you develop the AtOet for yDtlr pt'odj uCt frorp childbood

." T'hi.. McNsal In-tootla fio, ia caitad "grovria{ a anrtom .r8aad tt '~prodaew a w4t& Ibysl oaatom.rthit'e euuh chaiper to keep•" As more

oometnica have dont h, ather cturqankslu va recWiud the atecasity d ttoutg It .T'1eM daya . b'tf3dQit IterS. 'I sot't tlttl0wof any .IK~SSUmer padtaged' gooda Uduttrythat daestt"t target cntldrea"

TMC OANA01AK MOOCI

Amrriran tobacco companiea denY theyare 1ltterated in growinj cuftotneti. So

rUntlAtY$11M ts


- kL;% li1 : fHE TOBACCO I\STITITE :2-t7-94 ; 5-2bY~l : (:CITT G:3- al~~

FEB-17-94 THU 1'7158P.111 '

did two Cuudiea comp"e wttri Amer•Iran e(MliNotN; Tabacoo Ltd.tlnd >R1~ Mt {no,, Mkid Al.d acattll~lttioeel obaGalr. whett caasda cwt-lirwed onoet focu~e ot ~r.tty dvadelctgaad oronuet{an i.10 Tl1e coutt WQld to tha releue of Intert>tt documentiehowl'nQ thet. it k!{t in Cetlda, theu c3j-.tte ~ustsy lua aA lotaaet in tlte d-t

oiEtCW peydte liwUttg that of lhWd.TMre tR'ea Tmpdt111't Rrqvcx 1a' far

earnple, d 197T <a'on In whichm~pea yentplir+a end tteoeo of two d ite .d..e .tlshga~.dee obnr.ed loaw rroupp o(1~ asd 17•y.e.olda tyco* cla.id-cirwk t.hrieba to Md ont "Mhy do younepeople e#ut ppoft u+d how do thK

baittg emdun?"feet.boao

to h i docomm ooa ~ a~ iEroyd 13 In most wsW Tbit's when 'tlkedolesoettt tttelta to dtspliy Als awfor ladapmdo,~ua

.vkh a e~nnbol, end~W trettes u+a euc5 a eymboi .Moro r.eontly. Isperfot"a 'Ptokct

Bvbn 1pd Attlhda,~19 ~ boked~48• to u-Yeat' oldr srld ¢aodatded. 'fbedesire to Quft ~n to eoau aruts nowwtllat beforti, swnpc;w to tbe end atEIoiclaol i41 frdt It otteo sitetts to t .lae bolde1 eoori Ild tlie reoane atactor adatita tohioteeJf thet he !'• hoolad on anolda .ldawr.r. tba deeiire to autt sad etbtt>~esexyleyl !t oae u•t two nulto dlfferentthings, n the wysld-4a Quitttr eoon

k lmperidl fudPlans fctrr sornn af thaeyouag pe0ple. 'II lbe but 10 yeta hi"tiuglyt tu 1lqtkilft !t is thrt 4`u hlttsw7Ii dosntnated by the comQutei r,lw rtepond moat• .ffaetlv.¢ to tfw aead& ofyoun& ertokets,' noted its tsurlatlng plaator fiees!y..r lon, acoOrdUtg to t•.atf•moey of (inlvsryitY of BritfsIt Caluatbitmarketin pr11f!!!or R1Cllird W, w1a0revl,e the documetttsa for the court .The ct+a"IT'~e entry into this corptd-tiotl was the i'Wtr'a bcend . A 4ocuneentcdled 'Player"1 TradOtnirk I"dl Advee-tWar ditcrlbes bow t'layer'r mst•ia.tiw'puid "eit~pEutd~t the udder~y~rrot:Q in itb Ilttepry rdieation of Iif.atyb(aativity) t.atea." V'nlutrtar7 industryguid.lins s~cifylda that models be atlaet 2:5 Ytara old would not be an im-pedlroeut. "Modd!i In Plrurer'i edvertie-t~ag rnuet be $a years or o~der, but .houDdeAQear to be betvreert ta ind 23 years aC

e.'~Ttot kwt dowmsats rersal th .t 1tJltMacdonald sl.o h.d a brand it hopedwould :o over with young amattea: Bx-port A. Th. 'Fxport Fimifv StretegyDocumant" of 1982 eteted: '. Veryyoung etutcr emoY .rs choo9o 115cport Abecause it prorldes tl~ern +rith an tnsteatbed=t Gf maecullNty,, appeib to their ra-

be0itwo AituM md ettUblGba their po-pe~ ' order tosiHoa At°ew thetr In

twdeteteM thTe idnd ai tbi .'l4ti~, tlte coro-peqy's etnbitlott: 'Toutb Tt~ryet &ady'dT' ptodslobd four wturae~ oi rewlh odroseerClt su4seta qe.15 b K dividLtsthem M ;ttd IaGraet Fa .ps .aad di«.vt.bts 140 tam h mqek and

sas1a tbe TJaltad 9tatet, tbe Gnsdiic doattttleaqe ptavided some ot th . evidance bors Sutg+oa CduN'e Roaort os yvatb ndtObitXXl, dlt0 t0 b! rldqsE4 it the sni dtEls alotdh bY tbo OO1ce aa 8ntokk~ e~dHedtE, vlydl i. p.rt aC tbe GatMra for

D(oft datet look at . . . tM actual pCOOfthtt advertietag-c~us~es kids to startemokinp' qYs M'idd bikea, t5e aFda'e db'ectoC. 'The uudlel h.vea't bMadona . It'i t dl5atlt thinQ to twe out . It'sbtrd to bzve e ooa~ea~po.ea xc'oV of "to CompW Dut' he cotapltttss tbit the

t~ tFie~ ~ is e ~~dr.adrop doxn,' ltsepin~frombIo~ irttlwna.d by iara.e daatd ataduh+i . 4t's eo lonsar aa hlirtNt a Whereou ad..rtl.e in Teen mfe.uine: tlte

~ulsind promotian Meto are more ia-eldiow, "tyiag the money Into actual useof the producte ." And the more yousmolx, of course, tiM btgW tlte prtaea.

Erikaen udwa tlut 'advatl.l.rtt cre-ttes an envlt onfrtent that it cadt be oo

w.c}-bad .a tkey ,ar j' t ts, .+haa it'sbrclc~ ofwhere--oa biitboards, on the

anapsias ' Perhaps It'i no surprhe,ebaa, that the brands moat heavilysmoked by undere~e amoktrs are alsat~mong the most eavlly adYertidad .'Mulboro has the heavieat adverusingand it'e moot hav4y amoked by tld~ .1lt1d:are three times more likelr to emokeMarlboroa than Adult.0 Brt'Itaes aa?.. "Cdon'e haa any dkect avid*aea that

t5ey're cuaetia; hidt& but they'te .Efcet-in ldck .

rAaK MRK.A t .lnrIt cignrctte advertiaioO efi.cta 1dde, that,in port, la b .,wua 1t'o put direttl7 intDtl,eir k.nda. A talephotte sltvey of tten-agau ocoducted by the GeorQe IL OallupfnUernetlotwl lnstit* in the wmmewr of1991 fotnd tbet helf the tawkere had re-cetved promotioml items troal tobaccocamy`nlee. So had one-fourth of the non-emoltets . One teenage tinadw In four hadbeen given tobtoco samptee, in epits ofinduatrY ~uidells+.a lieeitiaa aatnptee topeopl . Ql or oider.

'flw .= suid.llnee . ennouttced by theTobacco limtitute ln December 1920 eethe iewe beaftie irxreuin ty ooatrower>$i~l,~ tlao Ncluded .i prohi~ttion on blri-bouds .dvertioin2 cipatxs wfthla e0ofe .t of schoob dnd pGy=rctmde, and theformal eftenetkn a( paid' product ptiece-Mts Sn teorira, Tlscea vduatuy rettrtatibas .are edded to .at+ee ona statingthat msntifacturan woulda't u9e /poftsfoel.britiee or sdverttee in publlcatlotnwr*d prfmsrb atpareons ander ZL

But nothiag voluntary ot otDerwiiepratnbtnt tobacco wmpenws from eal .a.

ing ach~ler~~C umbecrnoi ieetaa,~.ad~thc~ydo . Srtciudhtq SpW. Sporte Illuetrotad endTV GeBda . Aa a .p.elelty eonttovm}altvus-pap ad-haturind a wy blotltieead Old joe'/ tipi on how to fmprt{srotrteone at tbe beub CRno lato the Na-ter . . . tdd dts4 ba becY to elbore u9yott've saved her from drowAlttd . Thernore ahr kicks and ea'eanu, the bet-ba"t-ren in Nrttoael Ltmpoan tnd Itall-Ing$tCtte. The ed fndtded a oouyos for eft'et psdt ol dgirattas rrlth the purobbaswof anotbsr pade, and urged readers to'.ek a klod-tooftin ttrangar ta r.~"it.' A.IR.•~+iah sp.~o¢iurd for the ad butran It apla . e:plalned that the compMxem't eppeillnl; to efuZdt•en too young toIegilY buy cigarettes, but tt7inr to cutiae

t to we coupaos.1=veatfumentr may not onlyinfhtena kide, hu[ also buy siiena-ea-pociilly af clgarette onmptnla@ liava be.coaie conglotaerate•• Moto and rnara,me>;eaiow vrilling to ri .k eliensticid tobeC•co occounts muat also be w1lGq to rttkkieain¢ oif sd tera~ue for ewr~tdn_~ngfraucoolaee to coffee to tiar . Th. hlullp Mor-rle conglotnr,rate-which also owns,unong other tbinta, Kraft and GeneralFoodr-vras tne lugasoc slndfe ad*rti .eeIn the countryr in tke hrae Naw ol 1993. in1992n a kudy by the Naw Bngland' jCUrwloE Mediaica {ound tlrt the map.ater withthe hidh.at Froenuge of ciQ,arette adver-tiring rersnuee were the leaet 1ueJy tot+ublish trticlei oo the dan8ern of e,rnoking .

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~sr is sDOaeore6dpmmttnib ls,tivale aad sporta,

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ti'kNUrleae'GK 6dtdvete. Meak+ea Crscadt Ma1o akbratloa. . Iior..a Dar pt-rsd'es. Atriwt Amaiato Iws .taattk g~erinis• a*en la.ro Co .nty . Citl[., btnt~Deye. Th• tohuxo lnduitcy fe ltappyto katp atate oveata for ethaiC aad'mal aommu nities-ahich oftco biwdif~ 9~dr~ in= up .iteraetiee

Tbe taDecco cooapatde . eq~ tOb tnahenthe01 p0od dttoette, 8 tLo Liare them todet:r:aiio. yrioea tor oom 6w Gph-tnoaa ib tbe at.e of Mule ]yr iposorrdby a eaooksi..e toe+uco eompeyllmdadvati.e ttidc mtttttnaiqr apiirie In locaioawaDipuf. bo.t ~~ ,~ !t allowatbem to R_t~~Q~teab om whktt to ttattdout free amptee (ortfj to tl>oea o1e! E1)cc ufl tbeir ptotaotiactii 1aeC .

'iure ritte been moplate tlot esw-pip are wowiroat liY .a .,rq ialiaor4n-Inats>'r . Such elfeQ tu.e at tho 1091'iLolamr~. G+~ur~tr Fair and at tb.14nMoth.r t.odr Reun~du~~p Yodeo, atso in/ll~olomae C~un4~ Cat~., spurred the W.a1 organisedt tao teU the aiud 9tatas

PLm LAURcMMAATavG aurnth YUA

phsh *+w'~ --JItTTOMATF.fl--

;wen coveRs~ CLEANING SY5Y$MSrwi.w LQM ~~ACOt~Int~OL~..1

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MBC POOLSN1 T1l~l~~-~4YS MD~e~ /f4(~N_ .

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Tobeoco Ca ehat it cauid not give ewiyite 6koal er.aloel.u tcbtao et 1,et yraderodeo. A count7 hUlth oflicizt, Roaepqiop, !>sd Coatplaine4 tltet at the 1991!t>br be saW eaarpt'a handed out co teen-ep te . 9 aw gtqs ju.t cartiag boxs andImtdln1 tLauo out to w9ower wu them Iprrwoa>rr wkn.p.d thls ; Payaon sAyo.

6poaaorahip alro carda zith it thepriv,tepe oi beteratlnia4 Kbet taesezQadtildnrt wr at events wh .n the whole

~Tbteeex"yats the San yae MercuryNerre report4d tAat R .1. Reyylohd., aroon+or oc 31n Jo+e'e 1'Se:tea purta$,cornptaMsed to dye Mode .a An%wan wt

.m eraw trvup that orpeis.d the ev .atwhs a Matth aifala t, free boothrcra. &ata ttt4 teari the oomouye`4nt Gta@ artoon Woon."Fhe paperreportad that, ~e vetatne groap re-

'~~ r.~uao~c ~e att6. nrT.opil orodwa (bu tM loae of 6md•

1eg. W'hdt cse Lfotta Clnb put on am .lraCee u a fynd-raieer im 1999 iinGtmse. Ceusa, c.lii. RJR chipp.d In.bort 11G,000 aad ar.cted a ptodtptiaaboath tOr people o" et tl, wbo could aboturn In tvo .qq pac{w of GrtuL ttidget 6et tidtaM ioz uae .ritb rettden. 'fllelocal aatistaklnp coalltion apoueored ajocltl.y, ; wrhich ave It the dsht to han~ a

Ease ,Aches

Aadc.Itk plloe, lutD -__-11011 Ik1 1214tt,mu a~mcc, vn - ..._ ._ ...t~afi eli•oeoo._~ . . . 9)) st423~ ~~r Wl} .. .., .,,~pt S4-aLAv., puW~,_. . tp2 N+S1

Adjustable ]Beds

bxt= at ttk ttent, 'Wc •+veto aekd totekt R dowa Ceuwe it rrss a prdteat ba•aer,' atys Joret Makr, coordlnator ot .tobacco coot='o1 PcoMm6 for GtwuuCovnty'a ltealth Eepactm.rst. The coafl-lion wu (ureed to iEII1074 the 11~, Wtydtihad been painted by a hl¢k school utclase, end which read, 'lrobacco Fret,Healthy foc You and 4ta`

Most kids have nevcs ewt a umdrace, but they're atmoet sure to havewatcBeC a spotdng event made poeabieby a tobeeco wmpany .The aotm*r . oolppaniae r.•

yottsd bo tl~. F!'C~tbey epast =y08.7

Million Moce ~ ~t~ide ejan~rnil1SoeciMl Events Reports dexn'bed R1Aeloaa as tpendioo abomt f30 ai}iat a yevan mttetuze ipotta eponwnhlpa. Vtt"S1tme tennis tournatneuu, Wiaatan Cape<ock ar racee, tho Cimd CtT Ndaa,Mtttboro C,rand Prat--rrprate brad&have beapmc not Ju.t .rnonynww buteponrraou vrith >,ports. tn 1991, thethHeahh eod Ha,nin Sbrvicee SeeretaryLotde W, Mvea e.ksd syorv fana to boy-a,* avente apoatwred by tobacco Cotnpt'nru, end craed promcteri to reftse tcbtrco Wndint It was crienctett :aa at tttettmt if o00 of tLe earoagat atteclo a Cab-fnet rmMbrl bad ever m.d" aa an Aa+er-fcan pao&ot. R .rta also ipotsd.

fsllnder PoolsBuy Direcf From

The FacfveyAntd Sac+e.

' At °~5°0 ~.~No Nner~ to dp, Mr ol np~No Goncnati to crsck or

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Strat .giaCy ptacrd 6itfbotrdet .dver-tldnd 10101160 o itt sabr Metgue stadiumstocezr In hualrede of .bots >t ytar antekvieioa ecrean ., u da ts.logot ea ru .cars and t>rJtutb and bm.rs. The jut-tica Depircmat chuaea with enfordngthe tm on tek*beQ etDurtte adveitlslna,does not vteta dlese shob as ada erenthoush they tstel >aoues o[ ta .wi.ioa wapoautr,` a'ortb wAona d donirt.

Yet t.l.viaed truck .cad tractor Dullepromoting Qed Man dla7rinq etobuo0 indsault looked cxtactlr ~lae ndv rtl3ing tothe F'CC, which under a 19d81tw tuttuthafiky to en6oicm a prohibltlon on tek-vlsion ads+ertWt>Q ta' sadoelets tobroao .Z7r .lrTC todt on Psrthertoo Tabecao CaohNr tti `R.d Mart PAnf seaiea`durttng that rbA b0o promasMOtty du~laprdon it. 'v.hide~ el.db dir'.age, aatloCL1Send oeb.r swMrtleted sqttipmetlt' v}ofatrd thr law. Pfnfartiott Weed id 1D9Z~t~ ~ the erentd for tal.vi.ed

-TkLK1M0 TO T t x0Uast^eas1f kids can't min toh

.oos''a ooanootbn to>tporte, the iad'uatrr bu aot mluedaportr' oonaeotlon to young peOpJe . Ofooune, yowg vecoit& indttefzy retaotetent ..tlres are prelol to tttto, rttqIIe poopl'eorer 18 xbo eb'eadr rrnoha

P ; t 3Pblllp Morrts execatire Root Millhistr,who explainn why h. decided to allowMarlbooo Lightv to be pacsbged ir, goldrither than in the brand'>< tridemtrk red'utd whihe booe"'t'he yoWtit peo*,theg'1l'tlook at it ud MV. I1tis 'lt nerv,' '

Marlboro'e approach extended to HongKong, Where the Sntithwnian iatenticwert.tked with Karen CH, liwok u+Q Johnr,yLo about tt>A Imunt tt1Cy headed roc theEntetnatlotul ad agency i.eo 8urnett Ltd .Ir, her taped iaterriew . Kwok onthutea∎bcut how Inly-ekyt. Rorrnulr One riciaQreinforees the k+larlbaro tirind, imeYe,7ba driv.r i. Gke the mod'crn cowboy inthe ar, Ke h><s full Contro{ of the car, hekrtowe Qxactty whit he'i doi~ He't coo1,bt'e the hero he'k gforlbed . With pride,Kwok. Ildts N other sporte Marlboroeponsm arouna the rroxtd, soccer in3outh Amertci, tknn= h. Canada, boraepclt>s la Auatrtl3e end Amertd, tenn(e fnChiiu, atountaitt dtrnbiog, aorobaict,parschutfng , . . Th. llat goes on . Un-bla its ampetitort. P'bi1D il+lorris doeaa't}l1lt *OIISOr an eVCdt, the bot;itf, btlt de'velap spotta w a property. In the cew ofFortmulA One rncing, !or cxuupfe, it has Itson team, bunet's and ata !n brafta eol-or.. 'So lt's actually particlpating intbeThen,~pott

.'withequdet~thu .iaartr, johanyLv ulka about lllartburo'a prime proe-

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But exettrtires of Philip Morria and asad agestcy were aot alrveyt .o carefulwhen they dexribM how they use spotts,and how they hope to reach youth, atktet tn oth,er countriaa. You caa heerthetn-on tape-nt the Bmithwninn Ia-atitudon'a Center for Adrerdsiny Wttory,whicll diqutch.d ao jatsrvitwer aroundt1u world' in the llte 19801 to Qlther anoral hietary of tfte Marlboro brand . Onon. of ttie tape ., J.tn•Pierr . Ptechoud,Philip Morrii's muketinQ director !nSyvitserh,ad, comptelns that thou=h Mar3-tioco Is still No .11n h3s cc+untry, ~Camd irgrowing va'T fast . Thars ars {ote ofyCUN emOheta wh0 d0A't wOnt to 1nSOkitheir puexw' brand. 1'hit meaat theydon't want to amofr. Marlboroa and uelookins for tltrtt>ativea .'

Puchoud deaiaibee how Phgip Morri><In Switeeriaad is deeGnQ with t51s prob-lerta u~ 'tl~e 7ouaetit tmolax ~onps,bckrw 33r': •W1ut ~w r . tryky to do tt tvtetoct.te Marlboro with actiritics whichare h.vred by rouA= .r peopt .. Thisrat .at eporu end mutia, roctt rewdt eicrt.ra, od try to shovw ttutn throughpanotioasl activitid thut Mutlboro Iia81'h' in gpate of beirtg ea olde: btead "

Ttris probtem ofprermting young Peo'pie hoat disnlitsia~ l+~rlboto >v tbeU paraot~' bpnd u'a+e ut the Veltcd Otaas too,atcoordirtg to a SrtsWlsolotrn lntecv9sw with

iT NEVER VWEARS OUT ITS wEl.CoME

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v in Ho% Kono "9Ve ae .Wl odwnto young tduttta, ani wharrver Ibrie]"

start to aatake they'il dtooee Maiboro»ttwk brand " i,o extaWatt w6et tttilte . (urntltlnk Winston, Kent and Viceroy havetoUowed suit:'You can recoania~ [romtheir t;otnmerclela" that theyrve tttirtcd'taikinO to the younpter Uke Mtut wehaw done.'

TMt ficW'AnAO1_C_Mf+

Back at th. =tAT confere4C0, CottCeS1-uua late Srwr (D-0kii.) tobYrr Joe'Iye oato tlte oodiin Swar gecs it hero'aovition t3ven before be apate his taoutbLHe"Y the .ut5ar v/ aa ameadmeat. taredin 14K QMnQ statee ant80Ctober of thisyear to oottte up witdt waya to oatoeo .petalntuta-rr laws for tob.ooo altu oreiw bae tAeif [edRral dru0 and ateobd.buas SMta

'C'he eoewat;sman tolh tlteStorr o(8an Monee, the pkt.bou lontb wbwe

~ ~ the 19b6r ep Tobet~~x to ~co I~laRa EdNeitloi .fld. dEatt, SytSiCayt, 'ltad gtft up dguettr,e rt an 18ettd taken ttP emoketas tobaaco• rfterrecett+ln6 hii, llr.t ttte aaatple It a tadro.At 16 he dawlapod 6p e.noer. At iB eur•gosy r .raov.d' haiE his fau. "And he weedead bbr the ttgo ad 19 .'

"Cho fistb are so ovaryhelndn~' thecontreatn~a itya. The tolucco faduatryIs'terRetfft o.r c6lldren as the roen-meot iwktan of tlfe lutare'

synar Itie a bql Detora Cottgreas ton1ue tobicoo uttdatr the )utiadktlon ot tb .!°bod and Dtug Admlttlatrattat,proht'!ittob .ao oomparY etoaaor.l~1F oi spottland atl+er WANita that ettietx yottth, indtwn dieeount cotapons .ad itee saat~es.t".ortYrellemoa li Wume . (D-CtI9.)baa wtbond e b tix wou{d roQ*'e da-arMte promotlonal Itteme to any balttiwuninge, jt»t ae pratao. !ot tmolydaaatiabacCO aow must ht the wake of a aoortetdbtj ordorts the T+TC to take aWoo .

9imllat bbla havt ttrtatped Into the to•b .oa. lobbf b.lora. Sut $yaar adv!'ee tk>•.ud-4adoki,g forces to use their but'maapm 'Brin the kids to the otCtcer ofCon reu. 'b~omberr of Coogrese are

becacning uvconttortable wpQort•ut~ t0 i5lterqtb~ tCOr'e .'

intteedl twe Is a glddina. ln thexlultvroya as partictpartts aM .rm to aurirahopts oa tobeccodrea apoeta, "rriIIacauntermrkalihg tacticn aad buthd thetobacco lobbyiata

. Rumors of industry are w~ho refusa~to fden~tilay hli adtA~Wdica tn~nrniout to be an attorney for the lJaitedSute. Tobar.c,o Ca., he is escorted out ofthe (otel . This htete tht scnee of sro .vktgpower. Not onty his an orpldsw tion th .tItitt4d tn Joa Tye'a garnp puttoaether a

`T11 hctsg8 so IYK'WhBlmiQg; 8ip. sYlCar says .ik t0bw wat4

is lrgp% our dddrnas th r4hcsrnsat

sm0kers of tk futie.t

conference tltet EUIs a belkooat, it'r puttogether a t:o8ttb0 of spottaarsz that tr 'dctdet vGtwu7sves~ tob~ooo eoetrot or-ptthatioa plus t6a adlj WWars Leogwot Mtarica. .

There hr a president In the WhiteHcuae wlto hie pro0ot+ed' s{ hettar hike inthe federal tax ca ciQarettea . Md teorede+reJ agzndee, the Natfoaal Caacer iirstitutu and tbe 4fflu on Srnckiai andFiealth, are launching profrttmi thatvrottid, between thean, fund aatl•tobecaoeoelftlotu ln eva7 atate.

Robat Robteroa, the ti .:ehsnt drtxOcrtor pcoF611 dawbpro.nc at the Od6oe o0Sraoldnq and ttaidi, bae itiDm to the corfacutta tap~ do bow to a for biedroutrnenra litndi. 'Cheres ro a'ba-adt=m ,hilt,' he tells me, sitting on aootxh In the hotd lobby. "fbe aahttkn tiothe probkm web to rely ltao tn tupt•14 TDdlvt ~~ tion profrw thaa,ne

The -iolutior Is 'no tonw seeing the.mokar aa tbe proWem but' rather see-ltg tha tobacco it,duttrtr as the problem :Insteed of how to get the tunakes tochaalie behavior, the iocw now fe howttin we get the tt>bea,o induttt7 to cttsn,geits behavior."

Outalde the beAa of the Key 8ridgeMarrtottb howova, ths t'a1ctW can . .ertttaao orerwhelrnhto the new pandi~teea a~r . And tlis indt,atry that is thatar=.t ot this optiunistic activism sees nont ed' to diann its beha.ior-ittr morethan It rdmits to peddling cigarettp toteera .

"I tbink .re'va rs.poe~ded wr7 welt'mpubtiC eottcern aboutt tabscGG marketingptacttces." says the Tobacco In'tituta'aWalker Merryman . '"t'hera ar& manynwrc voiunury ratrainta t6a rrpulatoryw lagialatiw on.a . I think they work veYywell." ∎

ll.Il/ I VU- .111 ) .

P.14

MACHINESco.lt"+rtadJrarn pw 17

Pi,ar b 44Apy tvearasr wk . fhisr aKythi RpNot Ihu dapeIMeart apOir,pForltn b*I4"ha triRr to'ptnt /ur,tw Jtn! Iriud at//tt~t~AQIf I30dit01g pplt YilQltt1

Attd (ow IAud adlxi.mtioe

04 -a loard ooent

Cher. ithe leRua, Iorea me. She uyi tori~ht at the tx~ctain6 0l her'Cherhltr~ret, ;A New Attitude' exercise video'tape. Themessage become: ckars Udeat a .vomansv.pte like a pig stle cannot eoter the~~d lr9taaa. QVe are bcndd in the

The reiisbn d the body . .How dld 1 etsd up Ia dA church?W. .rutt the nme things. We aro told

wbat to wu,t. Our eiders ere holier thanr. . The blonde am te the ieli a( QSer,,icad'ttt g the chs:r, she is even holier thanCher. She hu a firmar bodr. Wc cao beiilte her it' we ju.t do what' w1 ire told.'You hn+e to have falrh," Kys Cber.

qser !f dresscd In a black tutu eoct ofthins. A lacy tough-t+rl number. She haatsttoo.. AY the {frfe ars dramed entiteYt+in black . Sis bdt .. Studa. Tb4re ie avaeue SAM tetiittg to this thia~, Thewum-uo aone iu'8orn to Be VIi1d .

I hare been lntrodaced to t+ome of thetnost intereatatg cuituret, )n:at wnding inmy Aving roorn watching caxdre videoa .

Oae of my tbvaltes is the Power Detp1t.eeiaoit rrioo. It ia xrioua . I lice the waynone o( thc exareiom intlirtet or omila ordatt appo.r human la any way. Gitt hW-tor, the teacher, uteaka (ratn a videoaa'eert al6Ove the Clane, on an Ingle, soyau txn hardiy ree ber. ft'e ab pirt d theIeebe~.~ laduatrtiL Flashing fighti beamfrom Eenatb a metal arate where theexercisers are Jurnphtg. I, tece the wq thee7urclsert Uehavt a. 9! all of thls warooattrely nqrmal . They atse osem not tonotlae the Affiotna . W .ll, th.re u@ rmnetnuatal .na don. up in ASric .n tabal Yarb,poundinII drums and aakinQ tnuaia withancient inetrutnenti . The image ot theAfricans floats in utd out amona the ro-botic exercisers. I like to wonder aboutthe plot.: Why aren't the Atricaoa aser-cisairtjI Why aren't ttte exardaorn plq•io6muak! Whrt .aparata ttieat twa Qoup .TI like the way the axaccicarttnsarrh an4step in perUct ordar, lik, rotd'terta, and.aem ao perforrtt 3 high .t:ech' rain dancearotutid all the little Reebolt stepa thatiook lilctt yuahi tabta .

I like to sttnd in front of my TV and1I =rvd at how sometimer the real wortd

x not *,uwtNCmx +aet' Mr,Wc


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