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The Truths of Tobacco

By Tess Davis

I’ve chosen tobacco because tobacco has not gotten old in practice. It has never gone out of season. Nicotine will never go out of style. This advertisement was prominent to me because it embodies the fact that tobacco will never be boring to its smokers and it will continue to take on new forms of being used. Here, I have exemplified the Camel Crush. Now the cigarette can have the option to be either just a cigarette or a menthol infused cigarette at any time during that particular smoking.

As tobacco smoking has taken on new forms, this has kept it an exciting part of global culture. Nicotine, one of the most used legal drugs around the world, has captured the attention and lungs of many. Its ability to become so widely used has come from the false advertising that has held tobacco so highly, the lack of information people actually have on the ingredients and the ever evolving additives that companies are not only mixing with tobacco products, but additionally substituting tobacco products with. As we will discuss Camel Cigarettes, their innovation will reinvent the practices of smoking tobacco through rolling cigarettes and through pipe smoking. Camel Cigarettes will inadvertently be related to the invention of things like chew and vaping as Camel proved that consuming tobacco products could be altered to compliment different forms of life and different times. The evolution of Camel Cigarettes has been alive and thriving for over a hundred years taking the lives of many as it grows for the interest of capitalistic profit.  

According to R.J. Reynolds Tobacco Company by Barry McGee, Camel Cigarettes was born in 1913 and fathered by R.J. Reynolds and his growing R.J. Reynolds tobacco industry. Raised by a tobacco farmer, Reynolds was introduced to the tobacco industry at a very young age, the result eventually being the R.J. Tobacco Company. By growing up in the smoking marketplace this led to innovations such as adding artificial sweetener to chewing tobacco and inventing the first pre-rolled cigarettes. Reynolds’ mission was to cash in on the cigarette marketplace by appealing to the public with this new and innovative pre-rolled cigarette that had taken a lot of the work out of smoking. Beforehand patrons had rolled their own. As Reynolds had died in 1918, his Tobacco Company lived on through his brother.

One of the gimmicks for selling Camel products down the line included catering to younger people. R.J. Reynolds even stated that, “Realistically, if our company is to survive and prosper, over the long term, we must get our share of the youth market” (Camel Cigarettes). In the 1970’s due to the their competition, Marlboro, they wanted to target the age group of 14 year olds to 24 year olds and even thought of targeting this age group through the appeal of comics. In 1988 this target for younger smokers continued with the creation of Joe Camel, a cartoon camel who was made to appear with sunglasses that often gave off a cool and stealthy appearance that was often depicted in casinos and bars. This cartoon cigarette prop in turn increased the proportion of young users. The proportion of cigarette users is still majorly younger patrons.

As this ad was found online and the internet has become a large part of how young people today interact, young people are more likely to see it. Due to the fact that younger people are targeted in the cigarette market, this ad is particularly intriguing for several reasons. As noted earlier, the link to coupons appeals to those who lack financial stability which is experienced by a lot of youth today. This in turn, reals them in. Then with the contrast of loud colors, specifically the red in the word “BOLD”, this targets the idea that youth today and wild and free. It is as if the cigarette is telling people that it will make them more bold. It also challenges the idea of trying something new verses those who dislike change. It gives people the option of being bold, to crush the Camel Crush, but it is not forced and one does not have to do it if they don’t want to. It in turn is a comforting cigarette, for those stuck between wanting to be outgoing but also wanting to not change.

On the ad, in the bottom left corner in small text it reads “Surgeon General’s Warning: Smoking Causes Lung Cancer, Heart Disease, Emphysema, And May Complicate Pregnancy.” With this disclaimer, on the ad or on a packet of cigarettes for that matter, they do not list what is actually in a cigarette besides tobacco. What may have started as a mixture of Turkish and Virginia tobacco in Turkish rolling paper as Barry states, has now transformed into something far more complex.

According to BBC Worldwide’s What’s in a cigarette?, cigarettes contain 599 additives which include the following: ammonia, arsenic, benzene, butane, carbon monoxide, cyanide, lead and many other substances. As with the Camel Crushes, there is a small capsule of menthol added to the top of the cigarette for its users to squeeze then resulting in a release of menthol. So, in the end, cigarette smokers know that cigarettes cause these dangerous results, however, do not typically know what goes into them. Of course these additives aren’t good for those who use them. Not only are a good portion of these additives poisonous, but also addictive. Essentially these additives destroy the body, but also create an addiction to them. People grow to need them mentally, physiologically and physically. The body needs them, but then they become a way to battle stress and life’s mental obstacles. It becomes a way to relax. The ad focuses on how it is the same tobacco as it was before, however, people think that it is just tobacco and disregard the additives that could be included. The ad is essentially disregarding the components that makes smoking these cigarettes even more harmful to the body than just smoking straight tobacco. The ad is a misrepresentation of what is actually in these cigarettes.

As noted previously this ad uses various things to catch the attention of its users. In advertising using colors that oppose each other, like blue and red, catch the eye of the patron. The human eye is attracted to what sticks out. Blue and red do not go together. The eye notices that. As also previously noted, the financial perspective also attractive to users. People are more attracted to things that they can save money on. They see “coupon” and they are even more intrigued. People are also more attracted to advertisements that capture aspects of being more outgoing. They read “BOLD” and they have this idea that by smoking the Camel Crush, this will make them more bold than they were. It also attracts the cigarette smokers that like to have options with what they smoke, menthol or nonmenthol. Also noted before, this ad creates the idea that those who smoke it will only be smoking a mixture of tobacco and menthol. It does not outline the additives.

As I have actually smoked this type of cigarette, I did enjoy the menthol capsule, however, it is still a cigarette. If I had to recommend a cigarette or any form of tobacco to a friend of family member, I would hands down always recommend American Spirit. Their tobacco does not include any of the additives that other cigarette brands sneak in. Besides their menthol cigarettes that contain a mixture of menthol and tobacco the American Spirit tobacco has grown more popular over time due to its simplicity and target towards exposing other tobacco companies that use poisonous additives. Due to a new generation of people who have taken a popular liking to vaping and alternatives to tobacco with additives, American Spirit has been marked as one of the more honest tobacco brands on the market.

However, by stating this, I am in no way saying that American Spirit is safer to smoke. Tobacco is still tobacco and is in no way good for you. On the package for American Spirit cigarettes, one will find it states, “100% free of chemical additives.” If one wants to avoid all the additives though, American Spirit is the way to go.  As modern times has given consumers more opportunity to divulge into the products that they take a liking to, this has altogether given the populace more choices and also the ability to make the better choice. If someone were to see this advertisement and want a more honest option, one should look towards the American Spirit menthol options even if they do not include the Crush.

References:

Campaign for Tobacco-Free Kids. (2013). Camel Cigarettes: A Long History of Targeting Kids. [PDF file]. Washington, DC: n.a. Retrieved from https://www.tobaccofreekids.org/microsites/camel/Camel_History.pdf

McGee, Barry. (2006). R.J. Reynolds Tobacco Company. Encyclopedia of North Carolina. Retrieved from r-j-reynolds-tobacco-company

What’s in a cigarette? (n.d.). Retrieved from http://www.bbc.co.uk/worldservice/sci_tech/features/health/tobaccotrial/inacigarette599.htm

By Mara Powers

https://www.youtube.com/watch?v=NAExoSozc2c

This ad is for Winston cigarettes. It is featured in the famous show, “The Flintstones.” I chose to do a tobacco ad because they are so common and have been very prominent throughout American history. Many of the old advertisements are striking by claiming that doctors approve of one brand of cigarettes over another; or that famous athletes, movie stars, and so on, approve and endorse this product. I think that many people see these ads without truly digesting what they are watching and the effect it has on the viewers. I think that it is very important to discuss why companies are allowed to advertise products like this to wide demographics. It is harmful for everyone, but specifically adolescents and teens, who are very impressionable, to see advertisements for drugs like tobacco.

I chose this specific ad because it shows that tobacco companies advertise in places that are not just for “adults.” This ad shows the lengths tobacco companies are willing to go to in order to advertise their product and get as many consumers as possible. It surprised me that a tobacco company would choose a children’s show to sponsor. To me, it would make more sense to put your advertising dollars into a demographic that is actually of-age to purchase your product.

The company that produced this ad is RJ Reynolds Tobacco Company, also known as Reynolds American. The company was formed in 1875 in Winston, North Carolina (hence why the cigarettes are named Winstons). RJ Reynolds sold a variety of tobacco products, including more than 12 types of chewing tobacco.

In 1899, RJ Reynolds Tobacco Co. was not doing as well as hoped. The owner, Mr. Reynolds, resorted to selling two-thirds of the company to the owner of American Tobacco Company, James Duke, for $3 million. The deal allowed Mr. Reynolds to manage Reynolds Tobacco. Reynold’s big break came in 1913 when they introduced Camel cigarettes. Part of why they were so successful was their price: $0.10 for a pack of 20 cigarettes—which was 5 cents less than his competitors. Camels were so popular that by 1920, RJ Reynolds was the top-selling cigarette company in America.

RJ Reynolds started using a company called NW Ayer & Son to do their advertising in 1910—which may not have been the best choice. Reynolds did not run its first “female-friendly” campaign until 1929, which was after the other two tobacco companies that made up the “Big Three.” Reynolds also did not respond or counter American Tobacco’s claims about “toasting” which supposedly made Lucky Strike cigarettes less harmful. Additionally, Ayer and Reynolds did not utilize advertising on the radio until 1931 (three years after Lucky Strike). After Camel’s sales continued to decrease and advertising costs were continually increasing, RJ Reynolds switched to an advertising company called William Etsy & Company in 1932. This company focused their advertising on young adult audiences. The first advertising campaign ran by Etsy was put out in 1933 and by 1936, Camel was the top-selling cigarette again.

More trouble for Reynolds ensued when doctors started publishing links between smoking cigarettes and lung cancer in the fifties. In order to combat this and regain public faith, Reynolds introduced Winston filtered cigarettes as well as a menthol cigarette. Reynolds continued to struggle in the fight against doctors, including the U.S. Surgeon General who, in 1964, issued a report that outlined a specific link between smoking cigarettes and diseases.

RJ Reynolds Tocaboo Company has seen its ups and downs in the tobacco industry—sometimes being the top performer and other times failing to perform. Regardless, the company has been successful in selling their product for more than 100 years (AdAge, 2003).

The ad is located in the middle of a children’s television program, “The Flintstones.” Children would be watching this television show presumably either alone or with their parents. I do not believe this ad was intended to encourage children to smoke, but instead, to make it look acceptable and cool for adults to smoke. When children see a TV show that features their favorite characters doing something, they likely aspire to do the same thing when they are older. The ad shows Fred Flintstone and Barney Rubble taking a smoking break and talking about all of Winston cigarette’s great attributes. They talk about the taste, the type of tobacco used, the filter, and why they prefer Winston cigarettes.

I think they are also advertising to the adults who are watching this show with their children. It may make them think, “Oh yeah, now would be a good time for a smoke” and remind them to buy Winston cigarettes. The language used by Fred and Barney would not necessarily be understood by children because they likely do not have a good understanding of the parts of a cigarette. That is why I believe they are trying to advertise to the adults and children.

The active ingredient in cigarettes is tobacco—a plant that contains an addictive ingredient called nicotine. These ingredients are both addictive and extremely dangerous. On average, a cigarette smoker inhales 300 breaths of nicotine to the brain. Abuse of this drug is common because the addictive component, nicotine, increases the release of dopamine in the brain; which is responsible for the feeling of pleasure and reward. The ability of the nicotine to reach the brain in such a short time (about ten seconds) also plays a role in its likelihood to be abused and depended upon. That relief is short-lived, however, causing the smoker to need to smoke frequently to avoid the “withdrawal” that comes with not smoking.

Abuse of nicotine is immensely dangerous—it can lead to death in a multitude of ways. Nicotine poisoning can cause the user to experience “sweating, vomiting, mental confusion, diarrhea, and breathing difficulties” (Hanson, Venturelli, & Fleckenstein, 2014). Death is possible when there is a paralysis of muscles which stops respiratory functions. Every cigarette can produce one to two milligrams of nicotine and the fatal amount is 60 milligrams. It is also common for cigarette smokers to develop a number of diseases that can lead to death: cancer, cardiovascular disease, bronchopulmonary disease, and can detrimentally effect pregnancy in women. Nicotine has even been used as an insecticide because of its toxic chemical properties.

The ad did not tell you that although there is a filter on the cigarette, the harmful chemicals still get into your body and greatly affect you. The ad showcases all of the great qualities of Winston cigarettes that make them a favorite among Barney and Fred. It inadvertently mentions that there are no additives, but that does not mean that there is nothing dangerous in the cigarette. In fact, the Federal Trade Commission charged RJ Reynolds Tobacco company because it was deceptive to say there were no additives. Jodie Bernstein, the FTC’s former Director of Consumer Protection, said that “Reynolds’ disclosure should clear up any misconception that cigarettes without additives are safer to smoke than other cigarettes. Frankly, there’s no such thing as a ‘Safe Smoke’” (the Federal Trade Commission, 1999).

The ad is a video so it uses a lot of visual techniques as well as Fred and Barney talking in order to draw in the audience and grab their attention. Because the ad is featured during the show, it does not have to do any extra work to gain the attention of the viewer—it is already being watched simply because they are watching the television show.

The main advertising techniques used are: visual imagery of beloved characters, Fred and Barney, smoking a cigarette in order to relax; visual imagery of the actual cigarette while Barney is talking about its great features, like its extended filter and great taste; the words used in the ad to make smoking Winstons sound delightful (“Let’s take a Winston break,” “Winston is the one filtered cigarette that delivers flavor 20 times a pack,” etcetera); the commercial also features Winston’s tagline: “Winston tastes good like a cigarette should!” which further encourages viewers to try a Winston cigarette.

State your overall opinion of this drug. Would you recommend this drug to a good friend or a family member? (Have you done the proper research to back up the overall opinion and recommendation you have formed?) (15 points )

I definitely would not recommend tobacco of any kind to anyone I know. It is proven beyond a doubt that smoking, chewing, or ingesting tobacco/nicotine in any fashion is detrimental to your health. There is nothing appealing or beneficial from smoking cigarettes. Although some people may use them to monitor their appetite and weight, it is not a healthy way to do that. I strongly advise against the use of tobacco and nicotine. The pleasuring or rewarding aspects of smoking or chewing tobacco do not outweigh the chance for illness, the financial burden, or the life-long addiction or dependency.

Works Cited

R.J. Reynolds Tobacco Co. (Reynolds American). (2003, September 15). Retrieved October 25, 2017, from http://adage.com/article/adage-encyclopedia/r-j-reynolds-tobacco-reynolds-american/98855/

FTC Accepts Settlement of Charges That Ads For Winston “No Additive” Cigarettes Are Deceptive. (1999, March 03). Retrieved October 25, 2017, from https://www.ftc.gov/news-events/press-releases/1999/03/ftc-accepts-settlement-charges-ads-winston-no-additive-cigarettes