joe chemo
Internet-Based Persuasion Assignment – Joe Chemo
During the early 1990s, the population of youth smoking increase dramatically.
There are several reasons why they smoke – emotional highs and lows; social influences among friends and family; and the image of being “cool”. One study in the
Journal of the American Medical Association showed that, “Seventy-two percent of students reported experimenting with, formerly, or ever smoking cigarettes, and 32% reported smoking in the past 30 days. Students who had participated in interscholastic sports were less likely to be regular and heavy smokers than were others who had not participated. Smoking initiation rates increased rapidly after age 10 and peaked at age
13 to 14. Students who began smoking at age 12 or younger were more likely to be regular and heavy smokers than were students who began smoking at older ages."1
With limited access of social media, most people are poorly educated of how dangerous smoking can be; the health risks of smoking and the social effects.
In the mid 1990’s, Camel cigarettes set up a highly effective advertising campaign with the creation of Joe Camel. In TV advertisements, Joe Camel is presented as a “cool” and “masculine” camel that always has a Camel cigarette in his mouth.
Throughout the ads, Joe Camel symbolize smoking should be a socially acceptable behavior, adding the concept of “This young adult market, the 14 to 24 age group...represent(s) tomorrow's cigarette business.”2 Yet, Camel cigarettes are sending out mixed messages to the public – smoking causes cancer but the moment you light up, you can look so “cool”; smoking is bad but your “slim outfit” will stay in place. Despite of all the stated warnings, the young adults accept smoking is a social interaction activity.
In the course of time, Joe Chemo (with the same appearance as Joe Camel) was established as an Adbuster character within the anti-smoking community. The advertisement presents a great
During the early 1990s, the population of youth smoking increase dramatically.
There are several reasons why they smoke – emotional highs and lows; social influences among friends and family; and the image of being “cool”. One study in the
Journal of the American Medical Association showed that, “Seventy-two percent of students reported experimenting with, formerly, or ever smoking cigarettes, and 32% reported smoking in the past 30 days. Students who had participated in interscholastic sports were less likely to be regular and heavy smokers than were others who had not participated. Smoking initiation rates increased rapidly after age 10 and peaked at age
13 to 14. Students who began smoking at age 12 or younger were more likely to be regular and heavy smokers than were students who began smoking at older ages."1
With limited access of social media, most people are poorly educated of how dangerous smoking can be; the health risks of smoking and the social effects.
In the mid 1990’s, Camel cigarettes set up a highly effective advertising campaign with the creation of Joe Camel. In TV advertisements, Joe Camel is presented as a “cool” and “masculine” camel that always has a Camel cigarette in his mouth.
Throughout the ads, Joe Camel symbolize smoking should be a socially acceptable behavior, adding the concept of “This young adult market, the 14 to 24 age group...represent(s) tomorrow's cigarette business.”2 Yet, Camel cigarettes are sending out mixed messages to the public – smoking causes cancer but the moment you light up, you can look so “cool”; smoking is bad but your “slim outfit” will stay in place. Despite of all the stated warnings, the young adults accept smoking is a social interaction activity.
In the course of time, Joe Chemo (with the same appearance as Joe Camel) was established as an Adbuster character within the anti-smoking community. The advertisement presents a great