Joe Camel was a Cartoon Maskottchen for Camel cigarettes. It was used from 1987 to July 1997. The Cartoon as well as "the cool "and merry radiant emittance stood in the criticism, since this advertisement should address obviously particularly children.

Joe Camel was devised 1987 by the "R.J. Reynolds Tobacco (RJR) marketing team" as a Werbefigur. At this time the manufacturer, its cigarette mark believed would be too old" positioned as ". Therefore the management required for a completely new campaign to become attractive for younger (potential) smokers.

1991 published the journal OF the American Medical Association a study, according to which five to six-year children knew Joe Camel better than Micky mouse and Fred flint. Reynolds was therefore accused addressing aimed with this advertisement children. At this time 32,8% of all at persons under age sold cigarettes Camels were, before beginning of the campaign straight once 1%.

Now the American Medical Association RJR Nabisco called to stop the Joe Camel advertisement but RJR refused. 1993 and 1994 followed further of calls.

Under the pressure of the American congress and private initiatives, 1997 RJR announced to terminate the Joe Camel campaign on 10 July. Followed a new campaign, which was clearly more cut to adults. Instead of a humanized camel now a simple picture of a four-legged camel was represented.

Until today Reynolds that Joe Camel should address above all children and young people, denies instead the target group 18-25 years old men was as well as smokers of the mark Marlboro.

Groups of anti-smokers and groups of consumer protection point out that the straight Joe Camel campaign is a proof for it, how simply children and young people are to be affected by advertisement and marketing strategies. The same groups also often compare on Ronald McDonald, which maintain imaginary advertising clown of McDonald's, with Joe Camel and that Fettleibligkeit is to be attributed with young people among other things evenly to the child-friendly advertisement of the restaurant chain.

Scott Plous and Ron Turner drew 1996 Joe chemo in the year, in order to show, what had passed one year with Joe Camel later. It had themselves to submit of a chemotherapy and lies now coughing and die-ill in a hospital bed.

Literature

• Fischer PM, Schwartz MP, Richards JW Jr, Goldstein AO, Rojas TH. Fire logo recognition by aged 3 tons of 6 children years. Mickey Mouse and old Joe the Camel. JAMA. 1991 Dec 11; 266 (22): 3145-8
• DiFranza JR, Richards JW, Paulman PM, wolf Gillespie N, Fletcher C, Jaffe RD, Murray D. RJR Nabisco's cartoon camel promotes camel cigarettes ton children. JAMA. 1991 Dec 11; 266 (22): 3149-53

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