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<meta name="Description" content="The former Winston Man, ad model Dave Goerlitz, reveals just how far BigTobacco will go to hook kids on smoking.">
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<td><b><font face="Arial,Helvetica"><font size=+1>"Winston Man" Blows Whistle
on Tobacco Ads</font></font></b></td>
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<td VALIGN=TOP WIDTH="132"><font color="#FF0000">Tobacco Insider</font>
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<td VALIGN=TOP><b><font face="Arial,Helvetica"><font size=+1>Tobacco Travesty</font></font></b>
<br><b><font face="Arial,Helvetica">by Anthony DiSiena, D. C.</font></b>
<br><font face="Arial,Helvetica">(Dr. DiSiena was one of my best chiropractic
students in 1994 when he wrote this article, which is abridged and reprinted
with his permission.)</font>
<p><font face="Arial,Helvetica"><b>"We don't smoke the crap. We just sell
it.</b> We reserve the right to smoke for the young, the poor, the blacks
and the stupid." This was how the R J. Reynolds executives responded to
Dave Goerhtz's question of why they were not smoking. None of the tobacco
executives smoke. They are aware of the deadly consequences of using their
product as intended. In fact, those same tobacco executives do not allow
smoking in their offices. It seems that they are familiar with the clear
and present danger of second hand smoke.</font>
<p><font face="Arial,Helvetica">Dave Goerlitz knows the tobacco industry
well. He was the Winston Man for a number of years. He was paid well, $100,000
for twenty six days' work, to addict 5,000 United States children a day
to smoking. Why 5,000? Simple, the tobacco companies need 5,000 kids to
start smoking each day to replace the 1,200 US smokers that quit each day,
and the smokers who die each day of nonsmoking related causes. The total
number of US smokers lost per day to the tobacco industry is 5,000. The
tobacco industry calls children replacement smokers. Of course selling
tobacco to someone under 18 years old is illegal. Sting operations reveal
that many stores sell tobacco to minors, and most vending machines do not
check people's ages.</font>
<p><font face="Arial,Helvetica">In his role as a model, Dave's job was
cast to be a smoking GI Joe. In the advertisements Dave was pictured rappelling
down mountains, flying helicopters, and lighting cigarettes under a jet's
wing. Jet wings contain fuel tanks. Lighting a cigarette under highly flammable
jet fuel would seem an extremely risky proposition to an adult. But to
a teenage boy, the target of the advertisements, it is a macho thing to
do. Most teenage boys want to be macho. Similar advertisements are directed
to teenage girls in the Barbie doll image.</font>
<p><font face="Arial,Helvetica">Dave points out advertising thrives on
the dramatic, not the logical. The tobacco companies use advertisements
better than any other industry in the world. In fact, the tobacco companies
invested four billion dollars last year advertising their product in the
United States alone. They use the cleverly designed "Camel Joe" to lure
children. Camel Joe, an Alf-like character, was deliberately designed in
the image of large male genitalia. This image is the reason why most teenage
boys that smoke choose Camels.</font>
<p><font face="Arial,Helvetica">The tobacco industry executives know that
smoking during pregnancy causes the death of over 3,000 fetuses and causes
babies to be born weighing only two to three pounds. They know children
of parents who smoke are much more likely to develop asthma and leukemia
than children of nonsmokers. Yet they deliberately cast a woman who was
seven months pregnant in a tobacco advertisement. They clearly wanted to
throw a smokescreen over the issue and thereby continue to increase their
profits.</font>
<p><b><i><font face="Arial,Helvetica">Cigarette smoke kills 450,000 a year
in the US (50,000 of whom are nonsmokers).</font></i></b>
<p><font face="Arial,Helvetica">Profits are the bottom line for the tobacco
companies. The tobacco executives do not care about the millions of people
around the world each year that their product is killing. The tobacco companies
are ardently striving to increase tobacco consumption. But tobacco consumption
has been decreasing in the United States. What did the tobacco companies
do to increase production? With the aid of the United States government,
the tobacco companies are aggressively marketing increasing amounts of
tobacco sold abroad. The advertisements the tobacco companies use overseas
are reminiscent of the advertisements they used in the US in the 1940s.
At that time advertisements touted the health benefits of smoking even
though tobacco executives knew the opposite was true. Of course no warning
labels were printed on the packages. Since it costs only six cents to manufacture
a pack of cigarettes, which sell for over $2.50 a pack (1994) in vending
machines, the tobacco executives are obviously lining their pockets at
record rates with this blood money.</font>
<p><font face="Arial,Helvetica">Due to the decrease in cigarette consumption
in the US many former smokers are able to share more happy events with
their loved ones than if they had continued smoking. The people they associate
with will also live longer lives. Today 120 nonsmokers per day will die
in the US from the direct effects of inhaling second hand smoke. It is
the equivalent of a jumbo jet crashing every third day. What would happen
if 120 whales died of an oil slick every day? Would the public and the
press be up in arms? </font>
<p><font face="Arial,Helvetica">The tobacco companies are doing a wonderful
job of confusing the public. I call on all public policy makers to
show the RJR executives that although the USA contains "the young, the
poor, and the blacks," the country does not contain "the stupid." I call
on everyone to protect the lives of the nonsmokers by joining the rapidly
expanding ranks of concerned institutions which already ban the use of
this deadly drug.</font>
<p><b><font face="Arial,Helvetica">(Remember: Tobacco kills EIGHT TIMES
more Americans in one year than the Viet Nam War did in ten years.)</font></b><b><font face="Arial,Helvetica"></font></b>
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