Magazine Ads

Tobacco companies advertise in magazines with high youth readership, including Sports Illustrated, People, Rolling Stone, Hot Rod, Glamour, Vibe, Motor Trend, Spin, Mademoiselle and others.


All have youth readership (12 to 17 years old) totaling more than two million or more than 15 % of the magazine's overall readershiip. (Simmons Market Research Bureau)

Tobacco ads are created to get kids to think smoking will make them:

  • independent
  • tough
  • strong
  • popular
  • happy
  • "KOOL"
  • attractive

Tobacco Ads Work

86% of adolescent smokers who bought their own cigarettes preferred the three most heavily advertised brands, (Marlboro, Newport, Camel) compared to only about one third of adult smokers.

( Federal Trade Commission Report to Congress, 1995)


All of the ads you find on this page were found in magazines in our school library. We think it's important for parents to know what they're children are looking at when they go to school. We think it's important for kids to learn how the tobacco companies sell their product.

When you look at the following ads, ask yourself what kind of image is being sold? Who are the companies selling to? If the models are rugged, happy, thin, cool, or attractive, the company wants you to think that if you smoke their cigarettes you will be rugged, happy, thin, cool, or attractive - like the people in the ad.
The most successful advertising figure is the Marlboro Cowboy. His image is one of being rugged and self-reliant. He was created for Philip Morris during the 1950's to get the attention of young boys. Before long Marlboro was gaining the biggest percentage of starters every year. Marlboro is smoked by 60% of the youth smokers.
The cowboy's image is reported to be worth 39 billion dollars to Philip Morris. It's so familiar that the name Marlboro doesn't need to be prominently placed on their ads. Look at their newest promotion.

Whose attention do you think the makers of Lucky Strike are trying to get with this ad?

Tobacco ads often make it look like the guy who smokes gets the girl.
Tobacco companies would like kids to believe that even if they don't think of themselves as "Kool" they can get a girl if they smoke.

A company called Brown and Williamson manufactures Kool cigarettes. Who do you think they're after with their "B Kool" campaign? (Remember almost everyone who smokes started before the age of 18.)

Let's take a look at this picture. The young lady is sitting behind a guy who seems to be pretty "cool." After all, he's on a motorcycle. He's wearing good looking glasses, and his hair looks pretty "cool" too. How much "cooler" can you get?

But, notice how his picture is faded out. Doesn't that signal he's on the "way out" as far as this girl is concerned? Why, is she ignoring him? The people at Brown and Willliamson would like you to believe it's because he doesn't smoke. Notice that her eyes are on the guy with the cigarette. The people who designed this ad want young boys, especially boys who don't have much confidence, to think that the way to get an attractive girl to pay attention to them is to smoke like the man in this ad.
Of course, the girls are always young and attractive.
Notice the tattoo this girl has on her arm?

Tattoos and the theme of rebellion are evident in many tobacco ads.

This double paged ad reads, "It's not what you expect". The first page must be turned to find out what the curious looking mermaid/serpent is.
Joe Camel was thought up for the R.J. Reynolds Company. That's the same company that produces Oreo Cookies and other Nabisco products. RJR knows how to get the attention of kids. Their marketing scheme worked with Joe Camel. Studies showed that 6 year olds recognized him more than they did Mickey Mouse. Thank goodness RJR was forced to put Joe to rest. But they had their next campaign ready to roll before old Joe's body cooled.


RJR's fairly new "Rated" campaign uses the themes of sex and rebellion. The father is made to look stupid in this ad, while he's chasing his daughter's boyfriend. RJR rates this ad as: SS for "Satisfied Smoking", FV for "Farm Violence" and AN for "Animal Nudity." This ad like all of the others can be found in magazines in our school library.


What message does this ad send kids??? A guy is dressed up as red meat and a camel as a golden idol. A fortune teller, tattoo parlor, and beer garden are in the background.

Women are in control in this ad, and the men don't seem to mind...
The ratings: HG for "Hungry Women" and MS is for "Man Stew".

 
Women wearing little clothing are popular in Camel ads. Look what can be found on the back cover of a Sports Illustrated... Like the others, we got this ad from our school library!

The girl in this ad is obviously in control. That's the message Philip Morris wants girls to get from this ad...that they'll be in control and thin if they smoke.

 

Philip Morris introduced Virginia Slims in the 60's to gain control of the female market. Ads targeting women began in large numbers in 1967. The slogan, "You've come a long way baby" was used and suddenly, the number of girls under the age of 18 who started smoking shop up.
Many ads for Virginia Slims and Misty show the woman being in control and the man as the weaker of the two. Here the slogan is, "It's a Woman's Thing".



The newest Philip Morris campaign is telling women to: "Find Your Voice." Again, they want girls to think that if they smoke, they'll be in control. We know that when a girl smokes she loses her voice....her control.... to an addiction to nicotine.
Is it any wonder that cigar smoking has reached kids? In 1997, 31.2% of boys and 10.8% of girls in grades 9-12 reported having smoked a cigar at least once in the last 30 days.

 

Tobacco companies have been lying to us for years. If you'd like to see tobacco ads from the 1940's and 1950's go to
Truth in Advertising

We've provided addresses for the magazines these ads are found in. You may want to the publishers and tell them you think they are helping the tobacco companies to trap kids. For the addresses go to our Resources page.