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"My Old Man's a Dustman"

As this 14 24 age group matures, they will account for a key share of the total cigarette volume for at least the next 25 years.[22] A 1975 memo stressed that to ensure increased and longer-term growth for Camel Filter, the brand must increase its share penetration among the 14 24 age group.[23] A 1985 research report testing Joe Camel ads found they were well received by focus groups of 18 24 year olds, while cautioning they also may be appealing to an even younger age group. In response, the Justice Department reportedly began investigating whether tobacco firms had committed perjury when testifying they had never deliberately marketed to children

While this ad urges the consumer to Prove Camel Mildness for Yourself, the ad also takes it upon itself to tell you the opinions of many others, ranging from 113,597 medical doctors to hundreds of Camel smokers. In this way, the ad simultaneously provides the consumer with a sense of independence and autonomy a common tactic in cigarette advertising, even today while also providing reassurance and recommendation from authority figures