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Word Count: 561
There is no doubt that RJ Renoylds Cool Joe advertising campaign has increased sales of their Camel Brand Cigarettes The companies ability to manipulate the buyer into thinking that Joe Camel is cool because he smokes cigarettes has had a profound influence on the entire cigarette market But who is RJRs Cool Joe campaign target audience This is the question which has brought much attention to the RJ Renoylds Company and their marketing tactics Many believe that the company is trying to appeal to minors by showing that Joe Camel is cool and he smokes cigarettes therefore cigarettes are cool But cigarettes arent cool They are expensive habit forming and deadly to those who smoke them The RJ Renolyds Company state that they are protected under the free speech clause of the constitution The first Amendment states that Congress is prohibited from making any law that would restrict freedom of speech RJR feels that the courts cannot prove that they targeting children RJR also feels that the blame for under age smoking should not be placed on the shoulders of their advertising campaign but rather on the stores distributing those cigarettes to minors However many poles and studies have proved that those most directly effected by the Cool Joe campaign are children Cigarette sales to minors has skyrocketed from 05 to 328 since the beginning of the campaign And although RJR feels that they are protected under the first amendment some aspects of commercial expression are not Commercial speech is regulated to prohibit false and deceptive advertising Many believe that RJR is using false and deceptive tactics to reach out to an illegal market I believe that cigarette advertising should be banned altogether Once a smoker picks a brand of cigarette he or she usually sticks with that brand There is no need for companies to compete with each other Cigarette advertising should be limited only to prices and sales on that particular
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