Camel Cigarettes
Advertising campaigns
Personal Testimonials
VS.
Joe Camel
Project by: Carla Segurola
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)
Over the years, Camels
have been endorsed by:
Celebrities…
Hand drawn characters...
“Real” people...
…and Camels.
Fictitious people…
Mr. Blonde (1970s)
The Turk (1980s)
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”
Testimonial Ads:
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.
“I do enjoy smoking a Camel” – Mrs. Hamilton Fish, Jr.
(1933)
Personal testimonials remained popular
in Camel advertisements through the
1950s.
“It’s a psychological fact: Pleasure helps your disposition” (1956)
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.
“Have a real cigarette – have a Camel” (1958)
This advertisement features a
testimonial from a real consumer: Jim
Petteway, an architect in Los Angeles.
“Power” and “originality” are his
trademarks.
Star Power
Baseball Legend Joe Dimaggio
In the 1930s, Camel begins to use
athletes to sell cigarettes.
In the 1950s, celebrity endorsements become
all the rage.
Hollywood actors Rock Hudson and Tony Curtis
Cigarette commercial featuring
John Wayne, who developed lung cancer.
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.
•
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.”
“Casino Dice Showgirl” (1989)
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.
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.
Motorcycle (1991)
“Motorcycle” (1991)
The ad is a homage to Marlon
Brando in “The Wild One”.
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.
Media are Constructions.
Media is constructed;
advertisements and selected
shots are carefully composed,
edited, and marketed to convey
ideas and influence purchases.
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.
“Lovely young matron declares she wouldn’t be
Without camels.” (1954)
Representations construct reality
Our perceptions are
altered by commercial
representations which
convey ideas about the
product that are often
in conflict with reality.
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.
“He dared to enter the forbidden interior of
China.” (1937)
Media has commercial purposes.
• 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.
“Dart board game” (1996)
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.
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.
Form & Convention
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).
“Gifts that are sure to please” (1940)
Social Effects
• Camel cigarette ads have
contributed to vast sales,
they are among the top 10 bestselling 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.