Patrick Reynolds, a former tobacco industry executive, and ...



Big Tobacco and Advertising Name___________________________

Patrick Reynolds, a former tobacco industry employee, and a grandson of R.J. Reynolds that started the Camel and Winston brands, now speaks out against the tobacco industry. Many people in his family died of cancer so he tells students the truth about tobacco and advertising.

“Let's take a closer look at cigarette advertising. Would you object to being manipulated mentally? Well, tobacco ads are designed to play with your mind.

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In January, 1998, a Congressman revealed some very secret memos of the RJ Reynolds Tobacco Company. In 1975, one executive wrote, "The Camel Brand must increase its share penetration among the 14 - 24 age group — which represent tomorrow's cigarette business."

A 1986 memo noted how the cartoon camel campaign would utilize "peer acceptance/influence" to "motivate the target audience to take up cigarettes." Tobacco ads are often directed at young people, the group most likely to get addicted and then spend thousands of dollars their whole lives buying cigarettes. The average smoker will spend $12,000 on cigarettes in ten years – that’s big money!

So many teens tell me that tobacco ads have had absolutely no influence over them. I agree that tobacco ads will not change your conscious mind — but they may be getting through to your unconscious mind more than you realize.

What is the unconscious mind? While your conscious mind is analytical, and makes (mostly!) sensible, rational decisions, it's your unconscious mind that often throws common sense out the window. It's the creative part of our minds, and it cares little for right or wrong. It just knows what feels good or bad, regardless of the consequences.

The cigarette ads we see in magazines build an unconscious association, conditioning us to make a connection between the deadly addiction of smoking and strong, positive images. In magazine ads, we see healthy young people playing sports which require breath, like tennis, windsurfing or mountain climbing. We see beautiful country scenes with campfires, or wild horses galloping. We see attractive, adult role models many teens would like to emulate — manly cowboys gathered in friendship around a campfire — and successful, independent and attractive women, who are role models for young girls. They want us to use our unconscious impulses to buy more of their unhealthy product.

Through most of the 1990's, the tobacco industry spent about $5 billion each year advertising its deadly, addictive products. Incredibly, in 1999, they increased that amount by over 50% — to $8 billion per year.

In 2000, they spent $9 billion on advertising, and in 2005, a staggering $15 billion. Cigarettes are the most heavily advertised product in the world. Tobacco advertising is a huge lie, and a deceptive manipulation on a massive scale. And all that advertising sends a powerful message to our unconscious minds, including the minds of our kids.

The sad truth is that cigarette ads have a much stronger effect on teens than most consciously realize.

Day after day, year after year, you've seen countertop tobacco displays in convenience stores and grocery stores. In some States, they're still sitting right on the countertops. In others, they passed laws to keep them behind the counter, out of reach of kids. Either way, cigarette and chewing tobacco displays seem to be everywhere, and in full view.  

The store managers don't put tobacco displays there because they think smoking is cool. Tobacco displays are there for only one reason — the store owners get paid money each month by the cigarette companies to keep them there.

In recent years, the tobacco industry has spent a large share of its multi-billion dollar ad budget on these deceptive displays. Tobacco ads are no longer permitted on radio or TV, and there are less tobacco ads in magazines and newspapers. Tobacco billboards were removed in the late 1990's, as part of the settlement of the lawsuit by the States against Big Tobacco. In addition to billboards, Big Tobacco withdrew its use of promotional T-shirts and hats, which had turned many kids into little tobacco billboards.

But even with the elimination of all that tobacco marketing, the tobacco industry still managed to spend $15 billion on advertising in 2005!

In-store countertop tobacco displays are now a huge part of that spending. Another big part of that spending comes in the form of temporary discounts on cigarettes, which make a pack of smokes much cheaper.

When the price of tobacco is lower, who do you think is more likely to try smoking, and later get hooked? You guessed it -- kids. I believe it's good to open your eyes about this.  

How are tobacco displays deceptive? Well, you've been going into convenience and grocery stores since you were little, and you may remember seeing cigarette displays right in your face on or behind countertops, at child eye level — every day.

Tobacco displays make it appear to children that cigarettes are a perfectly normal product, like chewing gum or candy, and that tobacco is a customary and usual part of adult life.

Often, tobacco products were placed right next to the gum or candy, where kids were sure to look. Today they are behind the counter in most states, but the displays are still prominent, and still make tobacco look like just another product.

In summary, the tobacco industry knows exactly what they are doing, and they spend billions every year to manipulate the unconscious minds of millions.

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