This article is based on the 1998 testimony the author provided for In the Matter of R.J. Reynolds Tobacco Company as an expert witness for the Federal Trade Commission. After providing an overview of the Joe Camel campaign and the Federal Trade Commission's investigation of it, the author considers consumer protection issues that provide a perspective for assessing Reynolds's acts and practices. He then focuses on an analysis of Reynolds's competitive position in the cigarette marketplace and why that was likely to influence subsequent marketing strategy and the development of the Joe Camel campaign. The author next discusses the campaign at some length before returning to an explicit assessment of the campaign and the types of criteria that might be adopted for this purpose.
Get full access to this article
View all access options for this article.
References
1.
BerndtP.J. (1996), “Transitions in Friendship and Friends’ Influences,” in Transitions Through Adolescence: Interpersonal Domains and Context, GraberJ.A., Brooks-GunnJ., and PetersenA.C., eds. Mahwah, NJ: Lawrence Erlbaum Associates, 65–66.
2.
BurroughBryan, and HelyarJohn (1991), Barbarians at the Gate.New York: Harper Collins.
3.
CalfeeJack (2000), “The Historical Significance of Joe Camel,”Journal of Public Policy & Marketing, 19(2), 168–82.
4.
Centers for Disease Control (1993), Chronic Disease and Health Protection Adapted from MMWR Tobacco Topics 1990–1993.Washington, DC: Centers for Disease Control, 77–81.
5.
ConradK., FlayB., and HillD. (1992), “Why Children Start Smoking Cigarettes: Predictors of Onset,”British Journal of Addiction, 87(2), 1711–24.
6.
Food and Drug Administration (1995), “Regulations Restricting the Sale and Distribution of Cigarettes and Smokeless Tobacco Products to Protect Children and Adolescents,”Federal Register, 155(60), 83–125.
7.
Federal Trade Commission Act Amendments (1994), Pub. L. No. 103–312, 108 stat. 1691.
8.
GoffmanE. (1959), The Presentation of Self in Everyday Life.Garden City, NY: Doubleday.
9.
International Harvester Co. (1984), 104 F.T.C. 949, 1070.
10.
IppolitoPauline M., and MathiosAlan D. (1990), “Information, Advertising and Health Choices: A Study of the Cereal Market,”RAND Journal of Economics, 21(3), 459–80.
11.
KlugerRichard (1996), Ashes to Ashes.New York: Alfred A. Knopf.
12.
LearyM.R., and KowalskiR.M. (1990), “Impression Management: A Literature Review and Two-Component Model,”Psychological Bulletin, 107(1), 34–47.
13.
LearyM.R., TchividjianL.R., and KraxbergerB.E. (1994), “Self-Presentation Can Be Hazardous to Your Health: Impression Management and Health Risk,”Health Psychology, 13(6), 461–70.
14.
LevyS.J. (1959), “Symbols for Sale,”Harvard Business Review, 37, 117–24.
15.
McGinnisJ.M., and FoegeW.H. (1993), “Actual Causes of Death in the United States,”Journal of the American Medical Association, 270(18), 2207–12.
16.
O'KeefeA.M., and PollayR.W. (1996), “Deadly Targeting of Women in Promoting Cigarettes,”Journal of the American Medical Women Association, 51(January/April), 67–69.
17.
PierceJ.P., FioreM.C., NovotnyT.E., HatziandreuE.J., and DavisR.M. (1989), “Trends in Cigarette Smoking in the United States: Projections to the Year 2000,”Journal of the American Medical Association, 261(1), 61–65.
18.
PollayR.W., SiddarthS., SiegelM., HaddixA., MerrittR.K., GiovinoG.A., and EriksenM.P. (1996), “The Last Straw? Cigarette Advertising and Realized Market Shares Among Youths and Adults, 1979–1993,”Journal of Marketing, 60(2), 1–16.
SchlenkerB.R., and WeigoldM.F. (1989), “Goals and the Self-Identification Process: Constructing Desired Identities,” in Goal Concepts in Personality and Social Psychology, PervinL.A., ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 243–90.
22.
SolomonM.R. (1983), “The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective,”Journal of Consumer Research, 10(December), 319–29.
U.S. Department of Health and Human Services (1994), Preventing Tobacco Use Among Young People: A Report of the Surgeon General.Washington, DC: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health.
