News analysis
The Marlboro Man needs Viagra
| The first 150 words of the full text of this article appear below. |
This past June the California Department of Health Services
announced its latest assault on tobacco
a $22 million advertising campaign aimed in part at young men 18-30 years of age. Funding for
the campaign comes from Proposition 99, the 1988 ballot initiative which increased cigarette taxes and dedicated much of the revenue to
tobacco control efforts. Among the 25 new radio, television, and print
ads produced are a few that emphasise the link between smoking and
impotence.
| Figure Removed (Available Only in the Full Text) |
In announcing the campaign, Kim Belshé, the agency's director,
noted rather discreetly that "The Marlboro Man may not be everything he's cracked up to be." Journalists were a bit more playful, picking up on the heavy media coverage surrounding Viagra (sildenafil), the new
medication for male impotence. "The Marlboro Man needs Viagra",
quipped the Associated Press. "What Viagra may give, tobacco taketh
away," chimed in the Los Angeles Times. The San Francisco Chronicle reported that the
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