Children' advertising is a subject that raises many pertinent issues of morality. Marketers want to know if their huge investment in the children's market is well spent; parents and educators are anxious to learn how effective this type of advertising is, and what sort of impact it has on the children themselves. This volume presents cutting-edge research designed to stimulate and inform this debate. Topical issues such as smoking and alcohol consumption highlight this issue from all perspectives.
Chapter 11: Camels and Cowboys: How Junior High Students View Cigarette Advertising
Camels and Cowboys: How Junior High Students View Cigarette Advertising
No issue in modern advertising practice has been more controversial or contentious than the use of Joe Camel to advertise Camel cigarettes. The camel first ...