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Pink cigarette ads target teenage girls

Camel No. 9by Dafna Lemish, PhD

The “pinkification” of girls’ culture – their clothes, toys and accessories – is a booming and relatively recent marketing strategy, marking girls as “cute” and thus very different than boys, who are “tough.” Walk into any clothing or toy store or go online and try to buy something for your daughter that’s not pink. Check your favorite online shopping sites.

But pink has recently shown up in a more insidious and dangerous place: cigarette packaging. The “pink campaign” by Camel cigarettes was introduced in 2007 to appeal directly to pre-teen girls by exploiting a color associated with this age and gender group.

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