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Recognition of Cigarette Advertisement Product Logos

Recognition of Cigarette Advertisement Product Logos To the Editor. —Five years ago we published in JAMA1 the results of a study examining cigarette advertisement logo recognition by young children. This study showed that children as young as 3 years recognized the cartoon character Joe Camel and could match him with a picture of a cigarette. This study was widely cited in the press and, we believe, has contributed to a better understanding of the role that cigarette advertising plays in our society. After publication, the RJ Reynolds Tobacco Company (RJR) subpoenaed and obtained our research records, correspondence, and data using the Georgia Open Records Act. In an extensive reanalysis of our original data, RJR did identify 1 methodological problem. We specified 5 randomization orders for presenting the product logos to the children. However, in 1 of the 6 schools we studied, this rotational scheme inadvertently was not used, and instead all of the subjects were http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png JAMA American Medical Association

Recognition of Cigarette Advertisement Product Logos

Fischer, Paul M.
JAMA , Volume 277 (7) – Feb 19, 1997
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Recognition of Cigarette Advertisement Product Logos

Abstract



To the Editor.
—Five years ago we published in JAMA1 the results of a study examining cigarette advertisement logo recognition by young children. This study showed that children as young as 3 years recognized the cartoon character Joe Camel and could match him with a picture of a cigarette. This study was widely cited in the press and, we believe, has contributed to a better understanding of the role that cigarette advertising plays in our society....
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Publisher
American Medical Association
Copyright
Copyright © 1997 American Medical Association. All Rights Reserved. Applicable FARS/DFARS Restrictions Apply to Government Use.
ISSN
0098-7484
eISSN
1538-3598
DOI
10.1001/jama.1997.03540310030025
Publisher site
See Article on Publisher Site

Abstract

To the Editor. —Five years ago we published in JAMA1 the results of a study examining cigarette advertisement logo recognition by young children. This study showed that children as young as 3 years recognized the cartoon character Joe Camel and could match him with a picture of a cigarette. This study was widely cited in the press and, we believe, has contributed to a better understanding of the role that cigarette advertising plays in our society. After publication, the RJ Reynolds Tobacco Company (RJR) subpoenaed and obtained our research records, correspondence, and data using the Georgia Open Records Act. In an extensive reanalysis of our original data, RJR did identify 1 methodological problem. We specified 5 randomization orders for presenting the product logos to the children. However, in 1 of the 6 schools we studied, this rotational scheme inadvertently was not used, and instead all of the subjects were

Journal

JAMA – American Medical Association

Published: Feb 19, 1997

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