Camel Cigarettes

1. Advertising campaigns Camel Cigarettes Personal Testimonials VS. Joe Camel Project by: Carla Segurola

2. Origins • Camel cigarettes were introduced by R.J. Reynolds Tobacco in 1913. • Camels were the first nationally marketed cigarettes and the first in a 20-cigarette pack. • Early advertising consisted of mysterious ads heralding their impending arrival and an actual camel was paraded through various towns carrying cigarettes dispersed to curious crowds. “Camels are here!” (1913)

3. Over the years, Camels have been endorsed by: Celebrities… Hand drawn characters... “Real” people... …and Camels. Fictitious people… Mr. Blonde (1970s) The Turk (1980s)

4. Camel advertisements frequently contained falsehoods and factual errors to convince consumers to smoke. • Deceptive advertising included • claims that Camels were: • Stimulants • Recommended by doctors and were preferred by athletes • Digestion aids • Had 28% reduced nicotine levels than competitors • Slow-burning and healthier for you • No “cigaretty-after taste”

5. Testimonial Ads: “I do enjoy smoking a Camel” – Mrs. Hamilton Fish, Jr. (1933) Succeeded in hooking potential consumers by introducing them to real (and fictitious) people who shared their personal experiences smoking Camels, in essence selling via “word of mouth”. Personality and individuality were used as selling points in each individual profiled. These ads were mainly popular from the 1930s-50s. This advertisement emphasizes the cigarette as classy and a sign of wealth and “good taste”, as evidenced by the attire and surroundings of Mrs. Hamilton Fish, Jr. as well as her biography and testimonial. She is noted as popular, a society woman owning many homes, and a golfer during her spare time. She insists that her daughter introduced her to smoking and that her children will most likely grow up to be smokers who will purchase Camels.

6. Many of the celebrities who gave personal testimonials and advertised for Camel suffered health consequences from their habit, such as TV Star Brian Keith (who contracted emphysema and lung cancer) and USAF Major General Claire Chennault (died of lung cancer). Both are featured in the ad below. Personal testimonials remained popular in Camel advertisements through the 1950s. This advertisement features a testimonial from a real consumer: Jim Petteway, an architect in Los Angeles. “Power” and “originality” are his trademarks. “It’s a psychological fact: Pleasure helps your disposition” (1956) “Have a real cigarette – have a Camel” (1958)

7. Star Power Baseball Legend Joe Dimaggio In the 1950s, celebrity endorsements become all the rage. In the 1930s, Camel begins to use athletes to sell cigarettes. Hollywood actors Rock Hudson and Tony Curtis Cigarette commercial featuring John Wayne, who developed lung cancer.

8. Joe Camel (1987-1997) “Piano Dinner Jacket” (1991) • Also called “Old Joe” • Promoted the 75th anniversary of Camel • Joe is anthromorphic, an animal designed to have human characteristics. • He is depicted in various getups and scenarios that were tailored to multiple audience demographics.

9. “Casino Dice Showgirl” (1989) • This Joe represents the gambling man, a risk-taker, which can be seen as a parallel to cigarette smoking and the individuality to stand apart from the pack (pun intended). • Joe Camel’s expression suggests confidence, a willingness to play, and a confident demeanor. His outfit and location suggests he has money to spend, and he’d be more than willing to shell out for some Camel Lights. • The Neon lights in the background emphasize the notion of Camel “Lights” being advertised. The dice are a symbolism of fate and chance. • The showgirl in the background suggests that this Joe isn’t your average, he’s cool and gets what he wants – and is a true ladies man, who undoubtedly has “Smooth character.”

10. This sporty Joe is targeted towards a younger audience, as evidenced by how he wears his hat while playing a game of pool. “Pool Table Zippo Lighter” (1994) “Car Race Track” (1989) • Racing Joe is a winner, as evidenced by the laurels on his jacket and the trophy behind him. • He is popular (performing to a packed crowd), gets the beautiful girls, and always places first.

11. The Wild One Here, Joe Camel is the “bad boy”. He is a rebel, wearing his shades at night and sporting a black leather jacket, a shiny motorcycle, and his usual pack of Camels. The ad is a homage to Marlon Brando in “The Wild One”. Motorcycle (1991) “Motorcycle” (1991)

12. Joe Camel: A bad influence • In 1991, a report revealed Joe Camel was more recognizable to 5 & 6-year olds than Mickey Mouse or Barbie. • Roughly 32.8% of cigarettes illegally sold to minors were Camels, up from 1% prior to Joe Camel’s appearance. • Internal documents revealed the company knowingly targeted children as they recognized their potential as future buyers and consumers. • “Joe Camel” was retired in 1997 and the company paid millions in lawsuits and settlements. • This campaign failed due to controversy and courting minors.

13. Media are Constructions. Media is constructed; advertisements and selected shots are carefully composed, edited, and marketed to convey ideas and influence purchases. “Lovely young matron declares she wouldn’t be Without camels.” (1954) In this advertisement: Location, Mrs. Du Pont’s outfit, and quotes are selected for mass appeal and a message of feminine elegance, sure to court the attention of readers from the Woman’s Day magazine it was found in.

14. Representations construct reality Our perceptions are altered by commercial representations which convey ideas about the product that are often in conflict with reality. “He dared to enter the forbidden interior of China.” (1937) Camel cigarettes were often advertised by emphasizing the “exotic”. The pyramids behind the camel depict mystical scenes of the Middle East while this ad (right) plays with the notion of the mysterious East. These images toy with our notions of mystique creating a mental association that evokes viewer association of the “forbidden” and taboo allure of cigarette smoking.

15. Media has commercial purposes. “Dart board game” (1996) • Joe Camel makes cigarette smoking look “cool” in the hopes of selling cigarettes. • While his cartoonish design clearly appeals to children, his attire and surroundings in visuals allow him to target specific age groups by modeling him in different scenarios, hoping to create audience identification.

16. Audiences negotiate meaning. “Aircraft carrier cigarette” (1990) Audiences bring their individual experiences to their interpretation of an advertisement. …A child may think this ad is funny. …A military soldier may identify with it. …A peace protester may take it as further proof of cigarettes being negative and say it promotes war. …A mother who lost her son during war may take offense to it.

17. Values and Ideology “Threesome” (1930) Print ads transmit values and ideas through visuals and text. This advertisement visually transmits both to its audience. The woman depicted here is clearly wealthy as she is well dressed and playing golf in the 30s, popular as she is surrounded by people and pursuing a leisurely activity not just by playing a game, but by smoking. The text states that smoking can add “pleasure and enjoyment” to the game.

18. Form & Convention “Gifts that are sure to please” (1940) In print advertisements, different genres can be created which consist of various characters and locations which alter perception. How characters are drawn, their setting, and style influence audience emotions. This Santa evokes feelings of warmth, nostalgia, Norman Rockwell Americana, and a need to gift a box of warm cigarettes to heat up your loved ones on a cold winter day (Santa is wearing his gloves).

19. Social Effects • Camel cigarette ads have contributed to vast sales, they are among the top 10 best-selling brands in the country and are among the top 5 in global sales. • 25% of American high school students smoke, as does 1 out of every 5 people. • Cigarettes cost the US economy over $193 billion a year in lost productivity and health care costs. • Cigarettes account for 5 million global deaths a year, 443,000 in the US alone.