The Primary responsibility lies with the advertising industry concerning an individual s health and his/her decision to use tobacco products. 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.

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.

Works Cited

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.