Note to user: The beginning of this presentation contains a few slides about basic tobacco industry marketing and targeting of youth, showing how they have targeted youth in the past. If your audience does not need this info you can skip past this section and unhide slide 9 which is another opening slide. Do not forget to print the notes that are available for the slides. When you select Print from the file menu – choose “note pages” from the “Print What” menu in the lower left of the Print dialog window.

Sweet Seduction Big Tobacco’s sweet tooth for addiction. Ron Davis Florida Tobacco Control Program

Almost 90% of tobacco users begin using by age 18

“The smoking patterns of teen- agers are particularly important to Philip Morris...” March 31, 1981 market research report by Philip Morris researcher

“ Realistically, if our company is to survive and prosper over the long term, we must get our share of the youth market.“ Claude Teague - CEO RJ Reynolds Tobacco Makers of Camel

”... to reverse the preference of Marlboros among younger smokers, I wonder whether comic strip type copy might get a much higher readership among younger people than any other type of copy." April 12, 1973 Marketing memo RJR – Makers of Camel Cigarettes

“[Camel advertising will create] the perception that Camel smokers are non- conformists, self- confident and project a cool attitude, which is admired by peers… Aspiration to be perceived as a cool member of the “in- group” is one of the strongest influences affecting the behavior of younger adult smokers.” R.J. Reynolds memo, March 12, 1986 “Camel New Advertising Campaign Development”.

NO Cartoons???? Well, what else do kids like?