Cover essay
Trust? No
verify
John Slade
Department
of Environmental and Community Medicine, Robert Wood Johnson Medical
School of the University of Medicine and Dentistry of New Jersey, New
Brunswick, New Jersey, USA
Correspondence to: Program in Addictions, 317 George Street, Suite 201, New Brunswick, New Jersey 08901, USA; jdslade@ix.netcom.com
| The first 150 words of the full text of this article appear below. |
 |
Article |
|---|
Joe and his cartoon-character friends began populating advertisements for the Camel brand in the United States in 1988 and continued doing so for the next decade (figure 1). As described in a fawning retrospective produced for RJ Reynolds: "Between 1988 and 1997, the Joe Camel campaign was one of the most recognized ad campaigns in America, and that was due largely to its fans, devotees of Joe who appreciated the wit and irreverence he personified."1
| Figure Removed (Available Only in the Full Text) |
| Figure Removed (Available Only in the Full Text) |
The campaign also was among the most notorious. Beginning in December
1991, a number of researchers called attention to the way the Joe Camel
character was attractive to young people.2-4 Concerns
about the youth appeal of the campaign led to calls by public health
and medical leaders for Reynolds to withdraw it, to a private lawsuit
in California (which the company eventually settled),5 6
and to a suit by the United States Federal Trade Commission (which was
withdrawn in
CiteULike 
Complore 
Connotea 
Del.icio.us 
Digg 
Reddit 
Technorati What's this?
This article has been cited by other articles:
-
DiFranza, J. R., Savageau, J. A., Fletcher, K., Pbert, L., O'Loughlin, J., McNeill, A. D., Ockene, J. K., Friedman, K., Hazelton, J., Wood, C., Dussault, G., Wellman, R. J.
(2007). Susceptibility to Nicotine Dependence: The Development and Assessment of Nicotine Dependence in Youth 2 Study. Pediatrics
120: e974-e983
[Abstract] [Full Text] -
Goldberg, M. E, Davis, R. M, O'Keefe, A. M.
(2006). The role of tobacco advertising and promotion: themes employed in litigation by tobacco industry witnesses. Tobacco Control
15: iv54-iv67
[Abstract] [Full Text]
- Full Text
- Full Text (PDF)
- Submit a response
- Alert me when this article is cited
- Alert me when eLetters are posted
- Alert me if a correction is posted
- Citation Map
Services
- Email this link to a friend
- Similar articles in this journal
- Similar articles in PubMed
- Add article to my folders
- Download to citation manager
- Request Permissions
Citing Articles
Google Scholar
PubMed
Bookmark with
Register for free content
The full back archive is now available for all BMJ Journals. Institutional subscribers may access the entire archive as part of their subscription. Personal subscribers will also have access to all content when logged in. Non-subscribers who register have free access to all articles published before 2006 right back to volume 1 issue 1. Register here to access the free archive of all BMJ Journals.
Don't forget to sign up for content alerts so you keep up to date with all the articles as they are published.
