AAP News Vol. 13 No. 10 October 1997, p. 2
© 1997 American Academy of Pediatrics
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Joe Camel's effect on children

Stefanie Dell' Aringa

Though Camel cigarettes claims to target the 18- to 24-year-old market, the Joe Camel cartoon advertisement had the greatest impact on children under age 18, a Massachusetts study showed.

Researchers randomly selected students representing various age groups and asked them to fill out surveys that contained questions about cigarettes and advertising.

Results from 3,600 participants showed:

• the Joe Camel cartoon was most recognized by individuals who were age 12 to 17 at the launch of the advertising campaign;