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South Africa: one life, waste it!

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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 …

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