Article Text

Download PDFPDF

South Africa: one life, waste it!

Statistics from Altmetric.com

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 …

View Full Text

Request Permissions

If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.