Ad watch
Export "A" ads are extremely expert, eh?
| The first 150 words of the full text of this article appear below. |
The RJ Reynolds-Macdonald advertising campaign for Export "A" in Canada features solo athletes from various extreme sporting events that they sponsor with the slogan "Go your own way" (fig 1). These ads contain almost all of the elements that its competitors, its US parent, RJ Reynolds, and other transnational firms have found to be so vital and necessary to the commercial success of cigarette brands and industry. Despite the fact that these are sponsorship ads, rather than direct merchandising ads which display the product, they none-the-less dramatically promote brands which are well known to Canadians as cigarettes, and only cigarettes.
| Figure Removed (Available Only in the Full Text) |
Cigarette brands enjoy a phenomenally high rate of brand loyalty,
consistent with their addictiveness. This brand loyalty is higher than
that seen with any other consumer goods. Annual brand switching rates
are very low. Those that do switch are not only few in number,
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