The Joe Camel's Ad Campaign

The Joe Camel Ad Campaign was created by the R. J. Reynolds U.S. marketing team in 1987. R. J. Reynolds created this ad campaign because at the time the company’s brand “Camel” was seen as an old mans cigarette. Because the youth market is such an important market to tobacco companies, as in their eyes they see young people as “representing tomorrow’s cigarette business”, Joe Camel was created in hopes of popularizing the Camel brand among younger people. This campaign, although the R. J. Reynolds Tobacco Company denies was a clear attempt to capitalize on young people, targeted even non smokers below the legal age of 18. I know this because in a majority of the ad’s Joe Camel is depicted enjoying many activities that younger people enjoy, such as hanging out in night
He is wearing comfortable/baggy pants, a baseball cap, and snazzy sunglasses. He is in shape, cool, and mysterious. Joe Camel is the guy every girl wants and every guy wants to be. Oh yeah, and he is smoking a Camel cigarette. Obviously this is ploy to target the youth. The ad implies if you smoke this cigarette, you can be this cool. It is well known that in today’s world many children are concerned with how they are viewed upon by there peers and will give in to peer pressure in an attempt to be cool. R. J. Reynolds realizes this and is attempting to create a fad among children and young adults. Once this fad is created children will become vulnerable as they will get the mindset “well all the cool people are smoking Camels if I start smoking I can be just as cool as them and Joe Camel.” It is important to remember that cigarettes are one of very few products that if used exactly as intended by the manufacturer will eventually kill you. In addition cigarettes are known to be a highly addictive product and the majority of smokers buy the same brand of cigarettes each time they purchase