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Am J Public Health. 2003 May;93(5):822-7.

R.J. Reynolds' targeting of African Americans: 1988-2000.

Author information

1
Community Health Program, Tufts University, 112 Packard Avenue, Medford, MA 02155, USA. edith.balbach@tufts.edu

Abstract

OBJECTIVES:

The purpose of this study was to describe RJ Reynolds (RJR) Tobacco Company's strategy for targeting African Americans, as revealed in tobacco industry documents and magazine advertisements.

METHODS:

The authors searched industry documents to determine RJR's strategies and analyzed magazine advertising during 2 periods: the time of the launch of the company's Uptown cigarette (1989-1990) and a decade later (1999-2000).

RESULTS:

RJR's efforts to target the African American market segment existed before and after Uptown, and the company's strategy was largely implemented via other RJR brands. Advertisements featured mentholated cigarettes, fantasy/escape, expensive objects, and nightlife.

CONCLUSIONS:

To help all populations become tobacco-free, tobacco control practitioners must understand and counter tobacco industry strategies.

PMID:
12721151
PMCID:
PMC1447846
[Indexed for MEDLINE]
Free PMC Article
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