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. 2003 May;93(5):822-7.
doi: 10.2105/ajph.93.5.822.

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

Edith D Balbach  1 , Rebecca J Gasior, Elizabeth M Barbeau
Affiliations

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

Edith D Balbach et al. Am J Public Health. 2003 May.

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.

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References

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