News analysis
South Africa: one life, waste it!
| The first 150 words of the full text of this article appear below. |
As South Africa struggles to improve the health of its
people with grossly inadequate resources, one of the most precocious forms of tobacco promotion is providing highly attractive imagery for RJ Reynolds' Camel cigarette brand. Under the slogan
"ONE LIFE. LIVE IT", newspaper advertisements for the Camel Road
Show, like the website to which they refer, must break records for the sheer exuberance of words and images conveying associations of excitement, physical fitness, fun, and other positive concepts. New,
exciting (twice), high tech state-of-the-art, opportunity, lifestyle,
excitement
these adjectives were just the start. At the show
itself, which the ads promised could be found at a mobile Camel Trophy
road show village, the reader would find "a selection of Camel Trophy
experiences" including climbing walls, abseiling, video walls,
photographic exhibitions, a parallel mountain bike trials course,
internet stations, and orienteering/GPS (global positioning system)
activities. These are at the very furthest
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