RJR NABISCOS CARTOON CAMEL PROMOTES CAMEL CIGARETTES TO CHILDREN
RJR NABISCOS CARTOON CAMEL PROMOTES CAMEL CIGARETTES TO CHILDREN
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DOI：
10.1001/jama.266.22.3149
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发表时间：
1991-12-11
影响因子：
120.7
通讯作者：
MURRAY, D
中科院分区：
文献类型：
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作者：
DIFRANZA, JR;RICHARDS, JW;MURRAY, D
目标. - 确定RJR纳贝斯克的卡通主题广告在向儿童或成人推销骆驼香烟方面是否更有效。为了确定孩子们是否看到，记住，并受到香烟的影响。- 采用四种标准的市场营销措施来比较骆驼的老乔卡通广告对儿童和成人的影响。- 来自美国五个地区的9至12年级的高中生，以及来自马萨诸塞州的21岁及以上的成年人。骆驼老乔卡通形象认知、产品与品牌名称回忆、品牌偏好、广告主题吸引力。- 儿童更有可能报告以前接触过老乔卡通人物（97.7%对72.2%; P < .0001）。儿童能够更好地识别广告中的产品类型（97.5%对67.0%; P < .0001）和骆驼香烟品牌名称（93.6%对57.7%; P < .0001）。儿童也发现骆驼香烟广告更吸引人（P < .0001）。骆驼在非法儿童香烟市场的份额从0.5%增加到32.8%，估计每年的销售额为4.76亿美元。- 老乔骆驼卡通广告在向儿童推销骆驼香烟方面比向成人成功得多。这一发现与烟草业的文件相一致，这些文件表明，烟草广告的一个主要功能是促进和维持儿童的烟草成瘾。
Objectives. - To determine if RJR Nabisco's cartoon-theme advertising is more effective in promoting Camel cigarettes to children or to adults. To determine if children see, remember, and are influenced by cigarette advertising.Design. - Use of four standard marketing measures to compare the effects of Camel's Old Joe cartoon advertising on children and adults.Subjects. - High school students, grades 9 through 12, from five regions of the United States, and adults, aged 21 years and over, from Massachusetts.Outcome Measures.-Recognition of Camel's Old Joe cartoon character, product and brand name recall, brand preference, appeal of advertising themes.Results. - Children were more likely to report prior exposure to the Old Joe cartoon character (97.7% vs 72.2%; P < .0001). Children were better able to identify the type of product being advertised (97.5% vs 67.0%; P < .0001) and the Camel cigarette brand name (93.6% vs 57.7%; P < .0001). Children also found the Camel cigarette advertisements more appealing (P < .0001). Camel's share of the illegal children's cigarette market segment has increased from 0.5% to 32.8%, representing sales estimated at $476 million per year.Conclusion. - Old Joe Camel cartoon advertisements are far more successful at marketing Camel cigarettes to children than to adults. This finding is consistent with tobacco industry documents that indicate that a major function of tobacco advertising is to promote and maintain tobacco addiction among children.