There is no doubt that R.J Renoyld s Cool Joe advertising campaign

has increased sales of their Camel Brand Cigarettes. The companies ability to

manipulate the buyer into thinking that Joe Camel is cool because he

smokes cigarette s, has had a profound influence on the entire cigarette

market. But who is RJR s, Cool Joe campaign target audience. This is the

question which has brought much attention to the RJ Renoylds Company and

their marketing tactics. Many believe that the company is trying to appeal to

minors by showing that Joe Camel is cool , and he smokes cigarettes,

therefore cigarettes are cool . But cigarette s aren t cool. They are

expensive, habit forming, and deadly to those who smoke them.

The RJ Renolyd s Company state that they are protected under the free

speech clause of the constitution. The first Amendment states that Congress

is prohibited from making any law that would restrict freedom of speech. RJR

feels that the courts cannot prove that they targeting children. RJR also feels

that the blame for under age smoking should not be placed on the shoulders

of their advertising campaign but rather on the stores distributing those

cigarettes to minors.

However, many poles and studies have proved that those most directly

effected by the Cool Joe campaign are children. Cigarette sales to minors has

skyrocketed from 0.5% to 32.8% since the beginning of the campaign. And

although RJR feels that they are protected under the first amendment some

aspects of commercial expression are not. Commercial speech is regulated to

prohibit false and deceptive advertising . Many believe that RJR is using

false and deceptive tactics to reach out to an illegal market

I believe that cigarette advertising should be banned altogether. Once a

smoker picks a brand of cigarette he or she usually sticks with that brand.

There is no need for companies to compete with each other. Cigarette

advertising should be limited only to prices and sales on that particular brand

of cigarette. There is no reason why such a dangerous product should be

advertised other than to encourage a new generation of smokers.

Selling such a potentially harmful and addicting product is a legal

problem for business people. But at the same time I also believe that we as

consumers have been educated enough on the dangers of smoking. By also

putting a warning on the box the buyer is aware of the harmful effects.

Therefore I feel that by 18 years of age the consumer is well enough educated

to make his or her own decisions about what they want to do to their own


American Cigarettes are extremely popular throughout the rest of the

world. As GI s traveled around the globe with them they brought their

cigarettes. So it is no wonder that much of cigarette companies business is

generated overseas. I believe it is up to a persons government to protect their

well being. In that case foreign countries should decide on their own whether

or not it is right to advertise cigarettes i n their country. The United States

Government does not have the right to inflict their rules and regulations on

other nations.

Cigarettes are harmful to the smoker and those around them. Cigarette

advertising should be strictly regulated and watched. We all know the

dangers and effects of smoking and it is up to the consumer to decide, is it

worth it?

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