Camel No. 9: Appealing to Girls
Posted by Rosepixie on June 1, 2010
This is a print ad for Camel No. 9 cigarettes.
Doesn’t this look like a perfume ad? Even the boxes look like they contain beauty products rather than cigarettes.
It also has the same graphic feel as many of the book covers aimed at teenage girls and if you walk through the “girls toys” aisle at your local toy store you’ll find a large number of dolls and other toys in boxes that look a lot like this ad. That’s a scary thought. Those packages and book covers are aiming for girls too young to legally smoke and if they are successfully appealing to those markets, why wouldn’t this ad do the same?
Camel clearly intends the ad to be seen primarily by women. Even the warning included in the ad is one specifically aimed at women, as opposed to the more general warnings usually found on ads for tobacco products.
I have a hard time believing that this ad isn’t specifically targeting a market that it shouldn’t be because of how very similar it is to the marketing of products to young girls. It’s ads like these that make me skeptical about the tobacco industry’s claims that they don’t market to underage customers today. This sure looks like it’s marketing to underage customers!