Blowing Smoke Essays - Smoking, Tobacco, Habits, Philip Morris

Blowing Smoke Blowing Smoke In the United States today, more than forty six million Americans are addicted to cigarettes. More people have died due to cigarette smoking than from narcotic drugs, World Wars I and II, and the Vietnam War combined (Bailey 1). The annual death toll for cigarette smoking is more than four-hundred thousand Americans a year, and is the number-one preventable cause of death in the United States. If Americans are aware of the lethal effects of smoking, why is it still so popular? Guy Smith, a Phillip Morris Tobacco Company executive, claims that their research shows that advertising is the top reason people start smoking (Bailey 34). Most people will argue that this is not true because the do not like to be sold and do not like to admit advertising affects them. Despite their claims, more Americans buy brand name and heavily advertised products than any other country in the world (Bailey 33). Smoking in the mass media is advertised and portrayed in such a way that it is attractive to th e public but does not warn about its harmful effects. The media also targets children and teenagers with cartoon advertisements and by putting them in areas that are attractive you young minds. Tobacco companies recognize the harmful effects of their products, but deny that their advertisements play any part in creating a desire to smoke. William Hobbs, R.J. Reynolds Tobacco Company Chief Executive Officer, explains, Advertising played no part in encouraging people to smoke, so therefore I have no responsibility to urge them not to smoke (Bailey 205). Phillip Morris Tobacco Company uses a friendly familiarity ploy to attract smokers and portrays smoking as a socially acceptable practice. In their advertisements, people can be seen laughing and smoking in a crowded restaurant, but Phillip Morris claims they have never created the idea that smoking is a fun or popular thing to do (Bailey 207). A major issue today in tobacco advertisement is the controversy over ads targeting children and teenagers. The two companies under the most fire for their advertisements are Marlboro and Camel. Marlboro uses a fictional Marlboro Man, while Camel uses a high rolling and sophisticated cartoon character, Joe Camel. Camel has been attacked by several Tobacco-free organizations as a major influence on children. Dr. Lonnia Bristow of the American Medical Association remarks, To children, cartoon characters mean that the product is harmless, but cigarettes are not harmless. They have to know that their ads are influencing children under ten to begin smoking, but choose not to stop creating them (Thomas). Researchers have conducted studies that show six year olds recognize Joe Camel as well as they recognize Mickey Mouse. Every industry denies that their advertising goal targets people under twenty-one, and they claim their goal is to simply promote brand switching and brand loyalty (Breo). Jeff Pearlman sums up the attitude of the tobacco and advertising industries by saying, Is the use of a cartoon character in an ad proof that you are targeting children? If so, what about the Pink Panther selling insulation or Snoopy promoting insurance? (Bill Clinton...). The media and the entertainment industries have a major impact on smoking. With the help of movies and television, smoking seems cooler than ever. In the popular movie, My Best Friends Wedding, superstar Julia Roberts smoking habit seems glamorous and appealing to the viewers and, in past generations, smoking was romantic when Lauren Bacall and Humphrey Bogart smoked together (Trillin 2). Smoking in the movies is not only seen as glamorous and romantic, but it is also associated with stress reduction, or a relaxing activity (Bailey 39). The high rate of smoking in films has been the result of tobacco companies paying producers to place their brand of cigarettes in their movies since the 1930s (Bailey 39). In 1967, the Fairness Doctrine required equal time for smoking and anti-smoking advertisements on television. During this time, the amount of smoking in the United States went down considerably and Americans became more aware of health issues. In January of 1971, all radio and television tobacco advertisements were banned from the airways. Since the anti-smoking advertisements had to leave the air as well, smoking numbers rose again, proving that advertising