Bibliography and Credits
Objects and archival materials
Joe Camel playing cards, 1980s, Private Collection: Michele Weipert-Winter. These playing cards were distributed
by R J Reynolds in the 1980s, and finding them was the first step in some exciting detective work. We examined
these playing cards to learn how the Joe Camel character was promoted outside of direct advertising. At first, we
just thought this was useful to indicate that R. J. Reynolds distributed games to help promote their brand, but then
other sources (private marketing documents) showed that cards featured in a complex marketing plan involving a
“video van,” that would play long music videos/commercials in a game involving young Latino men. This also
helped explain the existence of two commercials, which, when we found them, seemed strange since commercials
had been banned since 1971. It was very exciting to be able to put the cards together with the marketing document
(each of these sources came to us from very different collections and research practices). It gave us a glimpse of how
Joe Camel cigarettes were brought into local neighborhoods and social circles. There is no mention of the “video
vans” in any secondary literature, and we believe we are the first to have documented this practice in the US.
Joe Camel metal storage box, Private Collection: Michele Weipert-Winter. The cards discussed above were kept in
this box.
Legacy Tobacco Online Archive, University of California at San Francisco Libraries. This is an online archive
devoted to making unpublished tobacco materials accessible to scholars and the general public. Millions of private
documents were made public when the tobacco companies faced litigation in the 1990s, and these materials are now
accessible on the UCSF online archive. Individual items we read are listed individually in the primary source list
below, but all items from this site are either unpublished typescripts or ephemera (newsclippings, often with
marginalia, etc), or proofs or original art for advertisements.
Primary source images (including print advertisements and videos):
N.A., Ad no. 244 (Biologically Different), Leo Burnett Company, National magazines 1975,
beta-industry documents, Legacy Tobacco Archive
The ad claims that women are “:biologically different” from (superior to) men, and implies
that their choice of cigarette (a brand just for women) goes along with this strength. This
was one of the Virginia Slims ads we used in studying how marketers tried to use
women’s rights to market cigarettes.
N.A., Advisory Committee to the Surgeon General of the Public Health Service, “Smoking and
Health,” US Department of Health, Education and Welfare, Public Health Service,
Publication #1103, Washington DC, 1964. This is a landmark announcement of the health
risks involved in smoking, and was a major moment in spreading the bad news about
smoking and health issues. We used this source to identify significant landmark moments
in the recognition of the health dangers posed by smoking.
N.A., “Anti-smoking bill draws industry fire,” Chicago Tribune, July 20, 1990. This article is about
controversy over anti-smoking legislation. We used this source to learn more about
Chicago print media’s stance on the marketing of cigarettes.
N.A., “Ban on Cigarette TV Ads Called Boost to Profits,” Chicago Tribune, 1972, Feb 9, 2015.
This article is about how there was a bill passed that banned smoking companies from
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posting ads on television for cigarettes, but the article reports that this actually increased
tobacco company profits. We used this source to learn more about Chicago print media’s
stance on the marketing of cigarettes.
N.A., “Bird in a Gilded Cage,” Virginia Slims Commercial (Video, Leo Burnett, 1968), hosted by
Intenet Archive. This Virginia Slims ad depicts a women locked in a cage without rights. At the end, she
escapes the cage, and she has “come a long way.” This ad helped us in the analysis of how Virginia Slims
marketed to women.
N.A., “Break the habit,” anti-smoking poster, 1989, part of NIH collection, “Visual culture and public health”This
ad depicts a pregnant movie star in pink pajamas. It declares that one must stop smoking when they are
“breathing for two.”
N.A., “Camel Pilot,”, “Top Gun”- themed long commercial by Trone Advertising for Camels, R.J. Reynolds
collection, December 5, 1988. This music video is one of the ones used on the video vans. It helped is in
the analysis of how RJ Reynolds marketed to children.
Green, Joshua, “Tobacco executives being sworn in for congressional hearings on tobacco, 1994, reprinted
in “Henry Waxman Is Leaving Congress but Leaving Behind His Playbook,” January 30, 2014 This image
is interesting to us both because it is an iconic representation of the tobacco executives being called to
account and because it shows how the memory of that moment continues to be remembered vividly. This is
an image from an article from 2014 about a major politician, and the use of this image is interesting.
In/Out, Anti-smoking poster, US Department of Health and Human Services, 1994, National Institutes of Health
online archive, Visual culture and public health posters: Anti Smoking Campaigns This is an anti-smoking
ad that portrays things like headphones and books as “in” and cigarettes as “out.”
N.A., Joe Camel Casino Dice Showgirl Joe Camel Cigarette (1989) accessed April 13 from www vintageadbrowser
.com We examined many Joe Camel ads in order to understand how R. J. Reynolds tried to make its
cigarettes appealing to children. We looked at a wide variety of these ads to get a sense of the range of the
visual themes, which were clearly intended to connect to the fantasies of teen boys, though the cartoon
character (separate from his props) clearly registered with much younger children. Joe Camel led the kind
of racy life that teen boys imagined: glamorous nights in a casino, driving a race car or a motorcycle,
winning at a game of pool, or flying air force jets. During the course of our research we were able to put
some of these ads in the context of how they were used, beyond their simple role in magazines – for
instance the “top gun” ad used the same imagery as the “top gun” video and was therefore connected to the
“video van” marketing mentioned in relation to other primary sources. (This annotation is intended to apply
to all Joe Camel entries)
N.A., Joe Camel Cigarette Car Race Track (1989, vintage ad browser . com / camel - ads This ad depicts Joe Camel
winning awards at a race track. It helped us in our analysis of how the Joe Camel campaign targeted
children.
N.A., Joe Camel Lights Cigarette Red Convertible Car (1996) , vintage ad browser. This ad depicts Joe Camel
leaning against a shiny red Convertible car. It helped us in our analysis of how the Joe Camel campaign
targeted children.
N.A., Joe Camel – Motorcycle (1991) vintage ad browser. This advertisement depicts Joe Camel with a motorcycle
helmet and motorcycle. It helped us in our analysis of how the Joe Camel campaign targeted children.
N.A., Joe Camel Piano Dinner Jacket Cigarette (1991) vintage ad browser. This ad depicts Joe Camel playing a
piano in a dinner jacket. It helped us in our analysis of how the Joe Camel campaign targeted children.
N.A., Joe Camel – Steppen’ Out (1993) vintage ad browser. This ad depicts Joe Camel in a suit, standing next to the
New York skyline. It helped us in our analysis of how the Joe Camel campaign targeted children.
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N.A., Joe Camel Top Gun (1988), accessed April 13 from http://www.vintageadbrowser.com/joe-camel-ads This is
a music video of the kind that RJ Reynolds would have played on video vans. It helped us in our analysis of
how the Joe Camel campaign targeted children.
N.A., Joe Camel Pool Table Cue Stick Cigarette (1989) vintage ad browser. This ad depicts Joe Camel playing pool
in a suit. It helped us in our analysis of how the Joe Camel campaign targeted children.
“Lady Killer,” American Cancer Society, 1988, National Institutes of Health online archive, Visual culture and
public health posters: Anti Smoking Campaigns. We loved this source, because it was a direct rebuttal to
the Virginia Slims advertising campaign. It acknowledged that many people believed smoking to be
“stylish” but bluntly claimed that it was not. We used this source to enrich our understanding of how the
opposition to the Virginia Slims campaign took shape, and to show that the opponents directly engaged the
rhetoric that cigarette marketers had used.
N. A., “Old Joe Must Go,” Advertising Age, January 13, 1992. This op-ed piece in an advertising journal was
inspired by the DiFranza piece in JAMA documenting the powerful effect that the Joe Camel character had
on young children. It argued that on the basis of this evidence, R.J. Reynolds should acknowledge that the
product was intended for children and shut down Joe Camel.
“Quit smoking,” American Lung Association (1986), National Institutes of Health online archive, Visual culture and
public health posters: Anti Smoking Campaigns. This poster was part of the American Lung Association’s
campaign against cancer in the late 1980s. It used the celebrity Joan Lunden, then heavily pregnant, as the
focal image for its message that pregnant women were not only “eating for two” but also “breathing for
two.” We used it in our study of the tactical and rhetorical work that anti-smoking campaigns =carried out
in the late 1980s and 1990s.
N.A., "Tobacco chiefs say cigarettes aren't addictive" New York Times, April 15, 1994, p. 1. This is an article, but it
was the image that we focused on: a photo of a row of tobacco executives lined up for interrogation by
Congress. The picture dominated the top half of the front page of the New York Times (the part above the
fold). It visually marked a public turning point in the fortunes of tobacco.
N.A. “Virginia Slims are made Slimmer to Fit You,” 1972, ephemera (authors’ collection) This is a Virginia Slims
advertisement, saying “You’ve Come a Long Way, Baby!” and “Virginia Slims are made slimmer to fit
you”. We used it as part of our analysis of the depiction of women in the Virginia Slims marketing
campaign.
N.A., Virginia Slims advertisement, Better Homes and Gardens, 1984. This ad depicts a carefree looking woman in
a mini skirt. We used it as part of our analysis of the depiction of women in the Virginia Slims marketing
campaign.
N.A., Virginia Slims advertisement, Philip Morris, National Magazines, launched July 22 1968, Legacy Tobacco
Archive This is the first advertisement in the Virginia Slims campaign. We used it to explore the link that
marketers were trying to make, right from the beginning in 1968, between the women’s rights movement
and smoking (that women were “liberated” enough to smoke).
N.A., Ad no. 667, “Virginia Slims Tool Kit,” Leo Burnett Agency, R. J. Reynolds promotional material,
Cosmopolitan 1974. Legacy Tobacco Archive, UCSF. This ad depicts a woman using a “Virginia Slims
toolkit,” part of a campaign to use women’s rights as a way of supporting smoking. The ad offered Virginia
Slims users their own tool kit (an offer that would have reminded them that Virginia Slims was “their own”
(just for women) cigarette brand.
Primary Sources
“Ads in video games draw fire,” Chicago Tribune, Jan 21, 1990. This article is about criticisms of Marlboro’s
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advertisements embedded in arcade video games. We used this source to learn more about Chicago print
media’s stance on the marketing of cigarettes to children, and it was also useful because we studied one of
the arcade games in which Marlboro placed its ads, “Pole Position.” We were relatively unfamiliar with
arcade games, so this source prodded us to take the time to figure out where children could find these
games (shopping malls and other public spaces, but not in their homes), so it also helped us understand that
placing products in these kinds of video games meant that the ads would be seen by groups of children, not
solitary video game players.
Advisory Committee to the Surgeon General of the Public Health Service, “Smoking and Health,” US Department
of Health, Education and Welfare, Public Health Service, Publication #1103, Washington DC, 1964. This is
a landmark announcement of the health risks involved in smoking, and was a major moment in spreading
the bad news about smoking and health issues. We used this source to identify significant landmark
moments in the recognition of the health dangers posed by smoking.
"An ad they'll never show," MAD Magazine #294, April 1990. This is a parody ad of a Joe Camel advertisement. In
it, Joe Camel learns that he has "cancer of the hump." We loved this cartoon because, as well as being
funny, it portrays the same methods that the Joe Camel ads did to attract kids. It also is an early example of
a kind of genre of parody that outlived the Joe Camel campaign but developed during the period we were
working on, in which parodists imagine more of Joe Camel’s live, especially in relation to the disastrous
consequences of smoking.
Brenner, Susan, “Smoke gets in your Eyes- Live With It,” Chicago Tribune, 1979, Feb 9, 2015. We used this source
to learn more about Chicago print media’s attacks on the marketing of cigarettes in the late 1970s.
Buchholz, Patricia , “Legal Aspects of the Control of Tobacco,” 4 Legal Med. Q. 14 (1980). This is a law research
paper on the details of how lawyers were trying to develop ways of restricting tobacco use. We used this
source as part of our background research on the history of tobacco regulation.
Cawley, Janet, “Health secretary wants states to fight youth smoking,” Chicago Tribune, May 25, 1990. This is
about the Health Secretary’s encouragement of individual states to take more action against children
smoking. We used this source to learn more about Chicago print media’s stance on the marketing of
cigarettes to children.
Connolly, Gregory N. “Policies Regulating Cancer”, N.A. N.D. This article is about the link between cancer and
smoking, and related policy issues. It was part of our initial background research.
Di Franza, J.R., Richards, J. W., Paulman, P. M., Wolf-gillespie, N. Fletcher C, Jaffe RD, Murray D., “R.J.R.
Nabisco's cartoon camel promotes camel cigarettes to children,” JAMA 1991 Dec 11;266(22):314953. This was a critical source for us. It provided evidence of how highly effective the Joe Camel ads were
in establishing the character Joe Camel as a positive and recognizable figure in children’s minds. It was a
great piece of evidence for us in establishing not only that the R J Reynolds company wanted to get
children to be interested in their brand, but that the marketing worked, at least to the extent of getting
children to recognize and like Joe Camel character. It was also provoked a debate, at the time, about
whether Reynolds should close down Joe Camel, and the contributions to this debate provided an
interesting element of our project.
Elsasser, Glen, “Plan to ban cigarette advertising rallies foes round the Constitution,” Chicago Tribune, April 19,
1987. This article discusses disputes about the constitutional issues related to a proposal to ban tobacco
advertising. We used this source to learn more about Chicago print media’s stance on the marketing of
cigarettes.
Ecenbarger, W., "America’s New Merchants of Death," Readers Digest, April, 1993, 50-57. This is one of the
several sources we found that was part of the national media opposition to the cigarette industry, and it
included some reveal. It was part of our research on the history of the anti-smoking media campaigns.
N.A., “Kids, Docs Walk Mile To Battle Smoking,” Chicago Sun-Times, June 22 1992. We used this source to learn
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more about Chicago print media’s stance on the fight over the marketing of cigarettes to children.
Johnston, M., Marketing Research for Philip Morris, Re: Young Smokers – Prevalence, trends, Implications, and
Related Demographic Trends, 1981, 31 March) This was an industry document that gave us some really
revealing quotes about the importance of young people for the future of smoking, and for the importance of
advertising in getting children to smoke (statements that conflicted directly wit the public claims of the
tobacco companies).
Johnston, James W., “For Old Joe: Free speech is the issue,” Advertising Ag, Jan 27, 1992, p. 22. This is a letter
written by an R. J. Reynolds executive against Advertising Age, protesting the journal’s editorial in the
previous issue, in which the editor, citing the DeFranza et al (1991) paper with its evidence of the influence
of Joe Camel on children, urged R. J. Reynolds to shut down the Joe Camel brand. Johnston, in this letter,
argued that maintaining the campaign was an issue of free speech, and he also pointed out that the legal age
for smoking was different in different states (and that some states have no laws about smoking). We used
this piece as part of our analysis of the impact of the DeFranzia article, and the rhetorical maneuvering that
R. J. Reynolds tried to do to save Joe Camel.
Levin, Morton, M.D. “Tobacco Smoking and Cancer,” JAMA Network. Oct. 28, 1950. Web. Accessed Feb. 9, 2015.
This source is an early medical research article linking smoking to cancer. It is important because it is a
landmark document in the history of medical research and publications about the health issues involved in
smoking.
Locin, Mitchell, “Restrictions urged for billboard advertising,” Chicago Tribune, June 26, 1990. This article
summarizes proposals to rein in tobacco advertising on billboards. We used this source to learn more about
Chicago print media’s stance on the marketing of cigarettes.
Marketing Plans Presentation for 1975, Hilton Head, September 30, 1974, Legacy Tobacco Archive 1975. This is
one of several previously confidential sources that we used to learn about the kinds of private conversations
that the R J Reynolds company was having about how to market cigarettes to “young adults.”
Marsh, Don. “Trail Status Report”, email, 1989 This private document helped us understand what the tobacco
companies were doing to sell their products, and what strategies were working best.
Merryman, Walker, “Young Smokers,” Chicago Tribune, 26 December 1990. This article is about what attracts
teenagers to smoking, and what to be concerned about. We used this source to learn more about Chicago
print media’s stance on the marketing of cigarettes.
Millman, Nancy, “Fold tent on Old Joe, Camel told,” Chicago Sun-Times, March 10, 1992. This is about the end of
the Joe Camel campaign, and is written with a somewhat celebratory tone. We used this source to learn
more about Chicago print media’s stance on the marketing of cigarettes to children.
National Clearinghouse for Smoking and Health, “Smoking and Health Programs Around the World”, N. A., June,
1970, Feb. 11. This is a list of all of the health programs around the world at that time. We used it in the
early stages of our work, to get background knowledge for our project.
New York State Coalition on Smoking and Health, American Cancer Society, American Heart Association,
American Lung Association “Cigarette Vending Machines Must Go”. N. A, 1989.This is an article about
the campaign by the New York State Coalition on Smoking and Health to get rid of vending machines, on
the grounds that they made cigarettes seem like candy. This document helped us better understand the
campaigns against selling cigarettes to kids in the late 1980s.
Ognibene, Peter J., “To your [cough, wheeze] health,” Chicago Tribune, 09 Mar 1982: 15. This article takes a
pejorative tone in an account of how smoking is dangerous, yet smoking is portrayed as fashionable (the article is a
warning to readers that they should not be fooled). We used this source to learn more about Chicago print media’s
stance on the marketing of cigarettes.
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Plous, Scott, “Joe Chemo,” Adbusters magazine, 1996. This cartoon imagines the character Joe Camel in later life,
suffering from cancer and being treated with chemotherapy. This source is one of the important examples
of how anti-smoking campaigns used humor and mockery in attacks against cigarette marketing, and its
approach was copied by later parodies.
N.A., (1991), “R. J. Reynolds Targets Teens with its Sophisticated Marketing Campaign”, Tobacco and Youth
Reporter, June 1. This article reported on how R J Reynolds used subtle tricks to get its message out to
teens despite the legal prohibition on advertising to this group. This is one of several sources related to the
campaigns against cigarette marketing to youth.
R. J. Reynolds Company, “Marketing to Youth”. N. A., October 8, 1990, Feb 5, Legacy Tobacco Archives This is a
public statement by R J Reynolds saying that they do not market cigarettes to children and that children
should not smoke. It was part of our research on the efforts of R J Reynolds not to admit to their advertising
campaigns, and provided us ith important examples of their rhetoric.
R. J. Reynolds Company, “A Special Presentation for R. J. Reynolds Tobacco Company.” R. J. Reynolds Tobacco
Company. Apr. 15, 1986. Web. Feb. 10, 2015This document is about the different markets for "youth" (an
ambiguous term that the cigarette companies claimed was a reference to people who were adults, but who
were young, but which we found elsewhere (see next source) to include children from the age of 14). It
discussed how important "youth" are for the future of the cigarette industry. We used this document as part
of our work on how R J Reynolds was exploring the markets that would become the focus of their Joe
Camel campaign.
R. J. Reynolds Company.“Marketing Objective 1975.” The Cigarette Industry, 1975. Web. Feb. 9, 2015.This
private marketing document commissioned by R J Reynolds is a key source for us, because in it the author
defines "Young adult" as beginning at age 14. Later documents in these archives make reference to "young
adults" - without changing the definition. So when R J Reynolds referred, after 1979, to marketing to
"young adults," in their private documents, we understood this to mean that after the 1979 legislation that
banned marketing cigarettes to kids, they were nevertheless aiming their ads not only at those over 18 but
also to 14-17 year olds.
N.A., "STATE CAMPAIGN CUTS ILLEGAL SALE OF TOBACCO Tobacco and Youth Reporter, 1988. This
article is about state actions to prevent banned cigarette sales to minors. This is one of several sources
related to the campaigns against cigarette marketing to youth.
N.A., “Video ads no game to doctors,” Chicago Tribune, 21 Jan 1990, 15C This article is about Marlboro ads
imbedded in arcade video games (a kind of video game that you could use in a mall or other public place).
We used this source to learn more about Chicago print media’s stance on the marketing of cigarettes to
children, and also to better understand techniques for marketing outside the major advertising medium (for
cigarettes) of print. It is an example of “product placement,” and is also similar in some ways to the “video
vans.”
Wallack, Lawrence M., “Mass Media and Drinking, Smoking, and Drug Taking,” Contemp. Drug Probs, (1980),
9:49. This article examines the impact of media representations of smoking (and other practices) in the
relationship between smoking, drinking, and the use of drugs. It is one of several research articles that we
used to better understand the conversation that academic researchers were having about media and smoking
in the late 1970s and early 1980s and especially about the important role of prevention in curbing smoking
Oral history interviews
We used these interviews to learn more about how people who smoked during the 1960s and 1970s remembered
their experiences of smoking, their experiences when they first started smoking, and their memories of tobacco
advertising.
6
Anon. [Name withheld at request of interviewee], interviewed by Elizabeth Johns, Chicago, March 27th, 2015. This
physician described how he began smoking in the 1950s, and gave a fascinating account of how everyone
in medical school, even the pulmonary disease specialists, smoked all the time during classes and in clinics.
We only used a small fraction of this interview because much of it fell outside our focus on marketing.
Harte, Edith Chicago, IL, interviewed by Elizabeth Johns, March 28th, 2015. Ms Harte described how she began
smoking, and what smoking "culture" was like among her friends in the 1960s.
Lantos, John, Kansas City, MO, interviewed by Elizabeth Johns (Telephone interview), March 29, 2015. Dr Lantos
described his first experience of smoking (smuggling a cigarette off a plane and smoking it in the woods at
summer camp) and described his memories of cigarette ads and commercials of the 1970s.
Michele Weipert-Winter, Ann Arbor, MI., interviewed by Elizabeth Johns (Telephone interview), March 28th, 2015.
Ms. Weipert-Winter described how she started smoking, and her memories of switching brands because of
advertising.
Secondary Sources
Bayer, Ronald, and Colgrove, James, “Science, politice, and ideology in the campaign against environmenta tobacco
smoke,” American Journal of Public Health, June, 2002. This source talks about how anti-smoking
activists used restrictions on public smoking to make cigarettes less acceptable in society. It analyzes the
anti-smoking campaign, talking about whether or not certain actions were morally right and their effects in
the long term.
Polin, Kenneth L. “Argument for the Ban of Tobacco Advertising: A First Amendment Analysis,” 17 Hofstra L.
Rev. 99 (1988-1989). Accessed February17,2015. This source is about what one can do- and what it is
morally right to do- to try to prevent youth smoking as much as possible. We used this source to analyze
the methods used by anti-tobacco organizations in their advertising. We then compared this to the methods
used by the tobacco companies in their campaigns.
Brandt, Allan M., The Cigarette Century, Basic Books, 2007. This is one of the most important secondary sources
that we used when we were beginning our project, to get a sense of the overall history of smoking and
cigarette advertising. It is a deeply researched social history of how smoking became such an established
part of American society, and it helped us decide that we wanted to focus on the period that we chose. Its
author chose to portray the anti-smoking campaigns as heroes.
Cummings, K.M., Morley, C.P., Horan, J.K., Steger, C., and Leavell, N.-R, “Marketing to America's youth:
evidence from corporate documents” Tobacco Control, 2002;11:i5-i17 doi:10.1136/tc.11.suppl_1.i5
Accessed Feb. 10, 2015- http:// tobaccocontrol This source helped us find out how to get the right kind of
documents. It also outlined the basis of these documents, which was very useful, and described techniques
that the tobacco companies used to lure in children.
Fraley, Todd D., “Tobacco Advertising Restrictions–Risky Policies with Noble Intentions”. N.A. July, 2014.
Accessed Feb. 8, 2015. Www. Luncgchicago . org. This website helped us understand the history of
tobacco advertising restrictions. It also helped us gain a new understanding of the effects of
these restrictions on the tobacco companies. This website gives an account of advertising restrictions in the
1900s and makes an argument about the effects that they had on tobacco companies.
Gardner, M.N. and Brandt, A.M., “The doctor’s choice is America’s choice: The Physician in US Cigarette
Advertisements, 1930–1953,” Am J Public Health. 2006 February; 96(2): 222–232. This article helped us
understand the subtler methods that were used in cigarette advertising from before our time period,
primarily how they trickily used doctors in advertisements, and led us to connections between different
periods of the 20th century. It outlined the use of doctors to support advertising campaigns in the early
1900s and how that helped the marketing of cigarettes. It argues that the use of doctors was unfair in the
7
campaigns because they were opinionated towards the brand that was paying them- and giving them
cigarettes- to appear.
Jacob, M., “Superman versus Nick O’Teen – a children’s anti-smoking campaign,” Health education journal, March
1985, 44:1, pp. 15-18. This article introduced us to Nick O’Teen, who is a major part of our anti-smoking
campaign information. This was very valuable. It is about the Nick O’Teen anti-tobacco campaign and
what effects that had on the youth market.
Pearce, Matt, “At least four Marlboro Men have died of smoking-related diseases.” The Chicago Tribune, Jan. 28,
2014. Web. Accessed Feb. 9, 2,2015 This article, although not directly relevant to our topic, proved
interesting and useful. The Chicago newspapers are still helping the anti-tobacco organizations using their
language and what they publish today. It is about four men, all used to advertise Marlboro cigarettes, who
died as a result of smoking-related diseases like lung cancer.
Pierce, JP. And Gilpin, E. A., “A historical analysis of tobacco marketing and the uptake of smoking by youth in the
United States: 1890–1977.” Health Psychology, Vol 14(6), Nov 1995, 500-508. This article helped us
understand the long-term history of tobacco marketing and children’s use of cigarettes. It used evidence to
find out the relationship between advertising campaigns and youth smoking.
Proctor, Robert, Golden Holocaust: Origins of the Cigarette Catastrophe and the Case for Abolition. Berkeley:
University of California Press. This is an excellent book on the history of cigarettes and smoking, as well
as anti-smoking campaigns, that we used for background information at the beginning of our project. It has
a detailed explanation of the Virginia Slims campaigns. It takes the stance of the Anti-Smoking campaigns,
arguing against the methods of the tobacco campaigns.
Pucci, Linda G. “Features of sales promotion in cigarette magazine advertisements, 1980–1993: an analysis of youth
exposure in the United States”. Tobacco Control. 1999. This article contained lots of statistics about how
many youth were smoking and details about which magazines were advertised in. This article helped us
better understand how the tobacco companies used their advertisements and how these advertisements
helped the tobacco companies sold products. It focuses on and analyses the outcomes of several different
tobacco advertising techniques.
Pollay, R.W., “Targeting youth and concerned smokers: evidence from Canadian tobacco industry
documents”, Tobacco control, 2000;9:136- 147doi:10.1136/tc.9.2.136. This helped us understand how the
companies around the world targeted our focus populations. It analyzed the connection between Canadian
tobacco companies and numbers of youth beginning to smoke. It argued that certain specific images that
Canadian tobacco companies used targeted specific audiences. It helped us understand how to look for
primary sources in the UCSF Legacy Tobacco Archive.
Campaign for Tobacco Free Kids, “Tobacco Industry Targeting Women and Girls.” Campaign for Tobacco Free
Kids. Web. 2007. Feb. 11, 2015, at www tobacofreekids. Org This website helped us understand modern
attempts to stop youth smoking and how they are similar to older ones, and also how the tobacco
companies target women today. It analyzes historical examples of the targeting of young women in tobacco
advertisements, and argues that the tobacco companies took advantage of the women's’ liberation
movement.
“Tobacco Laws and Policies.” Be Tobacco Free. N.D. Web. Accessed March 12, 2015 This showed us important
laws regarding cigarette advertising that we would use in our project. It argued that laws and regulations
related to tobacco control played the most important role in decreasing youth smoking in the United States.
US Department of Health and Human Services. “Preventing Tobacco Use Among Youth and Young Adults.”2012.
This showed us what steps the government is taking to try to stop youth smoking in the present day. It
describes the methods used and how they are working.
Wayne, G. F., Conolly, G.N., “How cigarette design can affect youth initiation into smoking: Camel cigarettes
1983-93” Tobacco Control, 2002;11:i32- i39doi:10.1136/tc.11.suppl_1.i32. April 1, 2015. This helped us
8
understand the more subtle techniques of advertising and gave us information on the Joe Camel campaign.
It described several cigarette designs and how they attracted children.
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