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Word Count: 594
Tobacco marketing has long been a part of the adolescent experience Images of the Marlboro cowboy and Joe Camel are familiar to generations of former and current adolescents Recent changes in tobacco legislation have restricted advertising methods available to the tobacco industry Gone are the days of cartoon images and cowboys that proved highly successful in marketing tobacco to youths Todays tobacco advertising is more confusing and sophisticated designed to reduce the direct marketing to adolescents Along with different advertising techniques antismoking campaigns have been developed to grab the attention of adolescents The effectiveness of the antismoking campaigns and new marketing techniques in reducing adolescent tobacco use is in question This paper will briefly explore the recent evolution of tobacco marketing and primarily focus on the effectiveness of antismoking marketing campaigns in reducing adolescent tobacco use In recent years cigarette advertising has been singled out as a major influence in creating product and brand demand for cigarettes especially among adolescents Smith Stutton 1999 Pollay 1997 argues that the vast amount of evidence indicates cigarette advertising plays a meaningful role in influencing the perceptions attitudes and smoking behavior of youth In November 1998 46 states and 5 territories reached a settlement with Phillip Morris Companies RJ Reynolds Tobacco Lorillard Tobacco and Brown and Williamson The settlement placed restrictions on advertising and prohibits the direct or indirect marketing of youth The settlement also called for the elimination of outdoor advertising that is not at a retail establishment Also prohibited were cartoons in any tobacco advertising marketing or packaging Product placement in the media was also restricted as was tobacco merchandising Tobacco brand names were not allowed to appear on any non-tobacco items Krugman Fox Fischer 1996 Silver and Melnyk reviewed three studies involving mass media anti-tobacco campaigns They found the studies revealed mass media advertising campaigns especially television targeted to younger children are effect in preventing youth tobacco usage They also found that advertisements that target school-age
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