© 2003 BMJ Publishing Group
News analysis
Uruguay: ants versus elephants
Health Consultant, Uruguay; sergiom@chasque.net
| The first 150 words of the full text of this article appear below. |
Earlier this year, one of the leading cigarette manufacturers seemed to be making special efforts to exploit the advantages afforded by hesitant public policies and the absence of serious controls on the publicity and sale of tobacco in Uruguay. In the capital, Montevideo, a new advertising campaign appeared for Montana cigarettes, using large posters in almost all the city’s bus stops. They showed a young couple who appeared to be no more than 15 or 16 years old, looking carefree and contented, the epitome of wellbeing in full Montevidean style.
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The campaign introduced the Montana brand to the market—packs of 10 cigarettes cost just US$0.30 c, the price of a small bag of potato chips. The advertising would clearly appeal to pre-adolescents who have recently begun secondary school, and the price would be easily affordable to them.
Tobacco
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