RJR Nabisco's Cartoon Camel Promotes Camel Cigarettes to Children

Joseph R. DiFranza, MD; John W. Richards Jr, MD; Paul M. Paulman, MD; Nancy Wolf-Gillespie, MA; Christopher Fletcher, MD; Robert D. Jaffe, MD; David Murray, PhD
JAMA. 1991;266(22):3149-3153. doi:10.1001/jama.1991.03470220065028.
Text Size: A A A
Published online

Objectives.  —To determine if RJR Nabisco's cartoon-theme advertising is more effective in promoting Camel cigarettes to children or to adults. To determine if children see, remember, and are influenced by cigarette advertising.

Design.  —Use of four standard marketing measures to compare the effects of Camel's Old Joe cartoon advertising on children and adults.

Subjects.  —High school students, grades 9 through 12, from five regions of the United States, and adults, aged 21 years and over, from Massachusetts.

Outcome Measures.  —Recognition of Camel's Old Joe cartoon character, product and brand name recall, brand preference, appeal of advertising themes.

Results.  —Children were more likely to report prior exposure to the Old Joe cartoon character (97.7% vs 72.2%; P<.0001). Children were better able to identify the type of product being advertised (97.5% vs 67.0%; P<.0001) and the Camel cigarette brand name (93.6% vs 57.7%; P<.0001). Children also found the Camel cigarette advertisements more appealing (P<.0001). Camel's share of the illegal children's cigarette market segment has increased from 0.5% to 32.8%, representing sales estimated at $476 million per year.

Conclusion.  —Old Joe Camel cartoon advertisements are far more successful at marketing Camel cigarettes to children than to adults. This finding is consistent with tobacco industry documents that indicate that a major function of tobacco advertising is to promote and maintain tobacco addiction among children.(JAMA 1991;266:3149-3153)


Sign In to Access Full Content

Don't have Access?

Register and get free email Table of Contents alerts, saved searches, PowerPoint downloads, CME quizzes, and more

Subscribe for full-text access to content from 1998 forward and a host of useful features

Activate your current subscription (AMA members and current subscribers)

Purchase Online Access to this article for 24 hours




Meets CME requirements for:
Browse CME for all U.S. States
Accreditation Information
The American Medical Association is accredited by the Accreditation Council for Continuing Medical Education to provide continuing medical education for physicians. The AMA designates this journal-based CME activity for a maximum of 1 AMA PRA Category 1 CreditTM per course. Physicians should claim only the credit commensurate with the extent of their participation in the activity. Physicians who complete the CME course and score at least 80% correct on the quiz are eligible for AMA PRA Category 1 CreditTM.
Note: You must get at least of the answers correct to pass this quiz.
You have not filled in all the answers to complete this quiz
The following questions were not answered:
Sorry, you have unsuccessfully completed this CME quiz with a score of
The following questions were not answered correctly:
Commitment to Change (optional):
Indicate what change(s) you will implement in your practice, if any, based on this CME course.
Your quiz results:
The filled radio buttons indicate your responses. The preferred responses are highlighted
For CME Course: A Proposed Model for Initial Assessment and Management of Acute Heart Failure Syndromes
Indicate what changes(s) you will implement in your practice, if any, based on this CME course.
Citing articles are presented as examples only. In non-demo SCM6 implementation, integration with CrossRef’s "Cited By" API will populate this tab (http://www.crossref.org/citedby.html).


Some tools below are only available to our subscribers or users with an online account.

Sign In to Access Full Content

Related Content

Customize your page view by dragging & repositioning the boxes below.