User:Dedoton4/sandbox

For my first article, I am planning to work on the Marlboro Man. The article has a lot of information surrounding the social effects of the Marlboro Man in terms of appealing to a younger audience, and thus, propping up tobacco sales. The article somewhat mentions some numbers and statistics for this economic significance. However, there is only a qualitative explanation for the effects from the perspective of public health. In order to improve the numbers, I would love to showcase how the Marlboro Man had an impact in the public health sector quantitatively, and from there, be able to present the data in a way that is understandable to the average reader. From there, I would make more clear the implications in public health in an entirely different section from the quantitative presentation of the data.

For my second article, I chose to explore Joe Camel in a very similar light of my first idea for my article selection. This article that is already written in Wikipedia contains significantly less information than the Marlboro Man article, and really only covers the controversy from a social viewpoint rather than from one that is public health focused. The history in terms of the advertising agencies that were involved is pretty in depth--its impact in the realm of public health, however, is only glossed over. I think that the Marlboro Man article and this one have a lot of significant overlap, but since this one is the least filled in terms of information on public, I want to work on this one a little bit more.

Sources for my Camel Joe article: DiFranza, J. R., & Aisquith, B. F. (1995). Does the Joe Camel campaign preferentially reach 18 to 24 year old adults? Tobacco Control, 4(4), 367–371.

Arnett JJ, Terhanian G Adolescents’ responses to cigarette advertisements: links between exposure, liking, and the appeal of smoking Tobacco Control 1998;7:129-133.

Cohen, Joel B., Playing to Win: Marketing and Public Policy at Odds over Joe Camel, Journal of Public Policy & Marketing 2000 19:2, 155-167

DiFranza JR, Richards JW, Paulman PM, Wolf-Gillespie N, Fletcher C, Jaffe RD, Murray D. RJR Nabisco's Cartoon Camel Promotes Camel Cigarettes to Children. JAMA. 1991;266(22):3149–3153.

Pampel, F. C., & Aguilar, J. (2008). Changes in Youth Smoking, 1976–2002: A Time-Series Analysis. Youth & Society, 39(4), 453–479.

Bauer, U. E., Johnson, T. M., Hopkins, R. S., & Brooks, R. G. (2000). Changes in youth cigarette use and intentions following implementation of a tobacco control program. Findings from the Florida Youth Tobacco Survey, 1998-2000. Journal of the American Medical Association, 284, 723-728.

Fischer, P. M., Schwartz, M. P., Richards, J. W., Goldstein, A. O., & Rojas, T. H. (1991). Brand logo recognition by children aged 3 to 6 years. Mickey Mouse and Old Joe the Camel. Journal of the American Medical Association, 266, 3145-3148.

Schooler, C., Feighery, E., & Flora, J. A. (1996). Seventh graders’ self-reported exposure to cigarette marketing and its relationship to their smoking behavior. American Journal of Public Health, 86, 1216-1221.

Sargent, J. D., Dalton, M., & Beach, M. (2000). Exposure to cigarette promotions and smoking uptake in adolescents: evidence of a dose-response relation. Tobacco Control, 9, 163-168.

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COPY EDITING SOURCE-----------------------------------

Joe Camel (officially Old Joe) was the advertising mascot for Camel cigarettes from late 1987 to July 12, 1997, appearing in magazine advertisements, billboards, and other print media.

History[edit source] The U.S. marketing team of R. J. Reynolds, looking for an idea to promote Camel's 75th anniversary, re-discovered Joe in the company's archives in the late 1980s.

Quoted from The New York Times:

Joe Camel originated in Europe. The caricatured camel was created in 1974 by a British artist, Nicholas Price, for a French advertising campaign that subsequently ran in other countries in the 1970s. Indeed, [advertising executive John E.] O'Toole recalled a visit to France many years ago during which he glimpsed Joe Camel wearing a Foreign Legion cap. The inspiration behind Mr. Price's cartoon was the camel, named Old Joe, that has appeared on all Camel packages since the brand's initial appearance in 1913.[1]

Joe Camel first appeared in the U.S in 1988, in materials created for the 75th anniversary of the Camel brand by Trone Advertising. Trone is a mid-size agency in Greensboro, N.C., that Reynolds used for various advertising and promotional projects.

Physical appearance The character lacked many typical camel traits, essentially appearing as a muscular humanoid with a camel's head. Feet were always to be covered, in footwear consistent with the rest of the outfit. The character also lacked a tail or hump.[2] Advertising presented Joe Camel in a variety of "fun and entertaining, contemporary and fresh" situations, wearing "bold and bright" colors, blue and yellow where appropriate. His face remained the same in different advertising pieces, and images of his hands were only used when necessary.[2]

Controversy In 1991, the Journal of the American Medical Association published a study showing that by age six, nearly as many children could correctly respond that "Joe Camel" was associated with cigarettes as could respond that the Disney Channel logo was associated with Mickey Mouse, and alleged that the "Joe Camel" campaign was targeting children,[3] despite R. J. Reynolds' contention that the campaign had been researched only among adults and was directed only at the smokers of other brands. At that time, it was also estimated that 32.8% of all cigarettes sold illegally to underage buyers were Camels, up from less than one percent.[4] Subsequently, the American Medical Association asked R. J. Reynolds Nabisco to pull the campaign. R. J. Reynolds refused, and the Joe Camel Campaign continued. In 1991, Janet Mangini, a San Francisco-based attorney, brought a suit against R. J. Reynolds, challenging the company for targeting minors with its "Joe Camel" advertising campaign. In her complaint, Mangini alleged that teenage smokers accounted for US$476 million of Camel cigarette sales in 1992. When the Joe Camel advertisements started in 1988, that figure was only at US$6 million, "implicitly suggesting such advertisements have harmed many teenagers by luring them into extended use of and addiction to tobacco products."[5]

R. J. Reynolds has denied Joe Camel was intended to be directed at children; the company maintains that Joe Camel's target audience was 25-49-year-old males and current Marlboro smokers. In response to the criticism, R. J. Reynolds instituted "Let's Clear the Air on Smoking", a campaign of full-page magazine advertisements consisting entirely of text, typically set in large type, denying those charges, and declaring that smoking is "an adult custom".

Internal documents produced to the court in Mangini v. R. J. Reynolds Tobacco Company, San Francisco County Superior Court No. 959516, demonstrated the industry's interest in targeting children as future smokers.[6] The importance of the youth market was illustrated in a 1974 presentation by RJR's Vice-President of Marketing who explained that the "young adult market . . . represent[s] tomorrow's cigarette business. As this 14-24 age group matures, they will account for a key share of the total cigarette volume - for at least the next 25 years."[7] A 1974 memo by the R. J. Reynolds Research Department points out that capturing the young adult market is vital because "virtually all [smokers] start by the age of 25" and "most smokers begin smoking regularly and select a usual brand at or before the age of 18."[8]

In July 1997, under pressure from the impending Mangini trial, Congress, and various public-interest groups, RJR announced it would settle out of court and voluntarily end its Joe Camel campaign. A new campaign with a more adult theme debuted: instead of Joe Camel, it had a plain image of a quadrupedal, non-anthropomorphic camel. This image is still used in advertisements for Camel today. As part of the agreement, RJR also paid $10 million to San Francisco and the other California cities and counties who intervened in the Mangini litigation. This money was earmarked primarily to fund anti-smoking efforts targeted at youth.[6]

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OUTLINING USING LEAD ARTICLE---------------------

Joe Camel (officially Old Joe) was the advertising mascot for Camel cigarettes from late 1987 to July 12, 1997, appearing in magazine advertisements, billboards, and other print media in the wake of Camel's revamping of advertising for their 75th anniversary. Joe Camel has been linked towards an increase in illegal sales of cigarettes to minors (also including those between the ages 18 and 24). Though advertising agencies have claimed that Camel Joe did not create this link, the relationship is more than apparent. The way that Joe Camel is in and of itself represented in digital media is in the same way of a cartoon character, thus making this visual appeal quite striking. It is additionally typically presented with bright colors, making it even more visually appealing. Shockingly, about 50% of those within the ages of 18 and 24 actually reported buying cigarettes as a minor.

In one study published in 1994 (Arnett), 95% of teenagers reported having seen an advertisement featuring Joe Camel (and the Marlboro Man). More than 50% recall having seen these advertisements six or more distinct times. Nearly half believed that the Joe Camel advertisement makes smoking more appealing, and 40% believed that the Marlboro Man advertisement makes smoking more appealing. Adolescent smokers were more likely than nonsmokers to believe that the advertisements for Camel and Marlboro make smoking more appealing. In this way, the implications of Camel Joe are quite significant, and a clear linkage to a rise in cigarette smoking in youth as a means of making the industry trendy again.

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Outline: The Divisions of the Components of the Article:

Introductory Information (Lead Article): use what is written above History: how did this image come about?

        Use Schwartz article to disclose this information to the reader 

Reynolds Advertising

        Use Fletcher/Murray article to delve more in depth into the advertising agencies specifically. Discuss their previous campaigns, and how they shaped (if at all) the sphere of the way people interact with the media. What tools did they use to convince people of what they were saying?

Rise of the cigarette

        One part of the article should be just dedicated to showcasing the direct links from advertising to the rise of cigarette usage specifically in youth. How have they been shaped? In what ways have the tobacco companies exploited the notion of youth to increase sales?

Implication of Public Health

         This is going to be a HUGE part of the article. 
         Showcase the data the journals present in TABLES --> this will make it more visually appealing to the reader of the article

Joe Camel

Joe Camel was the advertising mascot for Camel cigarettes from late 1987 to July 12th, 1997, appearing in magazine advertisements, billboards, and other print media. The character lacked many typical camel traits, essentially appearing as a cartoon-like camel. Feet were always to be covered, in footwear consistent with the rest of the outfit. The character also lacked a tail or hump. Advertising presented Joe Camel in a variety of "fun and entertaining, contemporary and fresh" situations, wearing "bold and bright" colors, blue and yellow where appropriate. His face remained the same in different advertising pieces, and images of his hands only used when necessary.

History

In 1991, the Journal of the American Medical Association published a study showing that by age six nearly as many children could correctly respond that "Joe Camel" was associated with cigarettes as could recognize the Mickey Mouse, and alleged that the "Joe Camel" campaign was targeting children, despite R. J. Reynolds' contention that the campaign had been researched only among adults and was directed only at the smokers of other brands.

Subsequently, the American Medical Association asked R. J. Reynolds Nabisco to pull the campaign. R. J. Reynolds refused, and the Joe Camel Campaign continued. In 1991, Janet Mangini, a San Francisco-based attorney, brought a suit against R. J. Reynolds, challenging the company for targeting minors with its "Joe Camel" advertising campaign. In her complaint, Mangini alleged that teenage smokers accounted for US$476 million of Camel cigarette sales in 1992. When the Joe Camel advertisements started in 1988, that figure was only at US$6 million, "implicitly suggesting such advertisements have harmed a great many teenagers by luring them into extended use of and addiction to tobacco products."

R. J. Reynolds has denied Joe Camel was intended to be directed at children; the company maintains that Joe Camel's target audience was 25-49-year-old males and current smokers of ther major brands like Marlboro. In response to the criticism, R. J. Reynolds instituted "Let's Clear the Air on Smoking", a campaign of full-page magazine advertisements consisting entirely of text, typically set in large type, denying those charges, and declaring that smoking is "an adult custom".

Internal documents produced to the court in Mangini v. R. J. Reynolds Tobacco Company, San Francisco County Superior Court No. 959516, demonstrated the industry's interest in targeting children as future smokers. The importance of the youth market was illustrated in a 1974 presentation by RJR's Vice-President of Marketing who explained that the "young adult market . . . represent[s] tomorrow's cigarette business. As this 14-24 age group matures, they will account for a key share of the total cigarette volume - for at least the next 25 years." A 1974 memo by the R. J. Reynolds Research Department points out that capturing the young adult market is vital because "virtually all [smokers] start by the age of 25" and "most smokers begin smoking regularly and select a usual brand at or before the age of 18."

Implications for Public Health

Adolescent Reach

Another one of the most prominent studies depicting this striking effect and reach onto 18-24 year olds specifically is one that was conducted by Joseph R. DiFranza and Bryan F. Aisquith. They designed a cross-sectional study in 1994, which compared those who were 18-24 years of age during the release of the Joe Camel Campaign to those who were not influenced by the campaign. The results are striking: Camel advertisements were identified by children of 10-13 years as those which they had seen with more frequency (in comparison with advertisements for Marlboro and Newport). Even more striking is that about half of the Camel smokers in the target group of the study have reported actually buying cigarettes before they were 18. Ultimately, it is possible to target campaigns to younger audiences.

The study was also conducted by comparing the ability for the average adult and average child to have remembered other campaigns, including campaigns for the Budget Rent-A-Car logo and American Airlines logo. The results show that adults, with respect to children, did not recognize Joe Camel better than minors. The general results without the comparison to the logos of others brands, is shown below:

Comparison of Camel advertising recognition rates (%) among four age groups in 1994:

		Ages 5-10	Ages 11-17	Ages 18-24	Ages >24
Males
	Identify Product	89	95	91	88
	Identify Camel brand	81	91	86	85
Females
	Identify product	93	96	92	88
	Identify Camel brand	81	90	81	83

The results show that there is a more people between the ages of 11 and 17 are able to recognize the Camel brand with a greater rate than those who were older than 24. It is important to note that at the same time this data was taken in 1994, cigarette advertising and promotional expenditures show an increase--possibly explaining the rise in adolescent smoking.

The data from another study published by DiFranza reports that children were more likely to report prior exposure to the Old Joe cartoon character (97.7% vs 72.2%). Children were better able to identify the type of product being advertised (97.5% vs 67.0%) and the the Camel cigarette brand name (93.6% vs 57.7%). Children also found the Camel cigarette advertisements more appealing. Camel's share of the illegal children's cigarette market segment has increased from 0.5% to 32.8%, representing sales estimated of US$476 million per year.

Repercussions on Smoking Behavior in Adolescents

Smoking behavior among adolescents has shown a tremendous rise and fall. 28.8% of high school seniors in 1976 had smoked daily during the past 30 days, 17.2% smoked daily in 1992, 24.6% smoked daily in 1997, and 15.6% smoked daily in 2004. The trends for boys and girls differ only slightly, with both groups exhibiting the recent rise and decline. In addition, another study has found that the rate of daily smoking peaks when someone is at ages 21 to 22 (26% for men and 28% for women). By ages 31 to 32, the rates of smoking drops (22% for men and 20% for women). This means that a significant chunk of smokers who start smoking in their teens with the intent of quitting later in life continue being heavy smokers into their thirties. It is no coincidence that these smokers began at an early age--marketing campaigns like Joe Camel clearly did play a role.

Impact of Marketing on Cigarette Usage Rises

One study published by in the American Journal for Public Health explored the relationship between smoking behavior and preexposure to smoking marketing campaigns with seventh graders in the San Jose, CA region in 2011. The study used self-reported surveys to measure each subject's exposure to cigarette marketing. 88 percent of these 13-year-olds reported exposure to cigarette marketing: the majority often saw ads in magazines, on billboards, and at stores and events, and one quarter owned cigarette promotional items. After social influences to smoke were controlled for, exposure to cigarette marketing was related to self-reported smoking behavior. Likelihood of experimenting with smoking was 2.2 times greater among those who owned promotional items and 2.8 times greater among those who had received mail from a tobacco company. Seeing cigarette advertisements in magazines increased this likelihood by 21%, and seeing tobacco marketing in stores increased it by 38%. Ultimately, youth are on of the most vulnerable demographics to which marketing campaigns can be targeted. Now that there is evidence for a direct link between marketing and actual cigarette usage, the question of whether the media should be controlled is an important one.

Lawsuits

Mangini v. R.J. Reynolds Tobacco Co. (1994)

Janet Mangini, a San Francisco based attorney, brought suit against R.J. Reynolds in 1991 for targeting minors with the Joe Camel advertising campaign. She alleged that the omission of the federal warning from the defendant’s logo on promotional items violated the Cigarette Labeling and Advertising Act, and was an unfair business practice. To quote the actual narrative from the case, "The plaintiff sought an injunction ordering that the defendant be disgorged of their “ill-gotten gains” and requiring corrective advertising warning of health hazards to offset the Old Joe Camel advertisements." In an attempt to try to fight this case, R.J. Reynolds argued that only the federal government can regulate its advertising. By 1997, R.J. Reynolds ultimately agreed to pay California communities $10 million to settle a lawsuit stating that it targeted children with Joe Camel. In other words, the courts also agreed that states can actually regulate and control cigarette promotions to whatever extent deemed necessary.

After giving away the $10 million, which was earmarked primarily to fund anti-smoking efforts targeted at youth, a new campaign with a more adult theme debuted: instead of Joe Camel, it had a plain image of a quadrupedal, non-anthropomorphic camel. This image is still used in advertisements for Camel today.

It is important to note that this case is only one of many significant cases brought against R.J. Reynolds over the past 70 years or so. This first case that was ever brought against R.J. Reynolds was field on March 10th, 1954, from a St. Louis factory worker named Ira C. Lowe. The injury alleged was lung cancer. In 1957, however, the case was ultimately discontinued without there ever actually being an injury. Thus, the Mangini vs. R.J. Reynolds case is quite significant in that it finally held R.J. Reynolds accountable on a larger scale than the individual one. The controlling of cigarette advertising was something that courts at the federal and state level were promoting to be controlled.

Response from R.J. Reynolds

R.J. Reynolds' firmly held their stance that the campaign was solely directed at adult the smokers of other brands. R.J. Reynolds argued that only the federal government can regulate its advertising. In response to criticism of instituting the Joe Camel campaign, R.J. Reynolds instituted the "Let's Clear the Air on Smoking," campaign as a means of diverting attention away from the critics.

In an attempt to more explicitly retarget their marketing campaigns towards adults, in late 2005, R.J. Reynolds opened the Marshall McGearty Lounge in the Wicker Park neighborhood of Chicago. They had instituted this new lounge also in an attempt to counteract new surging movements towards anti-smoking campaigns in public spaces, including but not limited to restaurants, cafes, bars, etc. The lounge, though reportedly well-received by the Wicker park neighborhood, has since been closed due to Chicago indoor smoking restrictions. They have also tried to try something similar Winston-Salem, NC, which is where they are headquartered. This never actually carried out also because of local smoking restrictions.