R.J. Reynolds' targeting of African Americans: 1988-2000.
OBJECTIVE
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.
Community Health Program, Tufts University, 112 Packard Avenue, Medford, MA 02155, USA. edith.balbach@tufts.edu
Edith D
ED
Balbach
Rebecca J
RJ
Gasior
Elizabeth M
EM
Barbeau
D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000706:statistics & numerical data*; D001741:Black or African American / Q000523:psychology*; D015706:Bibliometrics; D003256:Community Participation; D006265:Health Care Coalitions; D006801:Humans; D007899:Leisure Activities / Q000523:psychology; D008019:Life Style / Q000208:ethnology; D008297:Male; D040541:Marketing / Q000379:methods; D008913:Minority Groups / Q000523:psychology*; D010506:Periodicals as Topic / Q000145:classification; D010565:Persuasive Communication; D015143:Philadelphia; D012649:Self Concept; D012907:Smoking / Q000208:ethnology* / Q000523:psychology*; D000074606:Smoking Prevention; D019460:Tobacco Industry / Q000379:methods / Q000458:organization & administration*; D044465:White People / Q000523:psychology