Thus, advertisements must be psychologically appealing to perpetuate both the company's and the consumer's denial of potential consequences of smoking and drinking. Advertisements targeted to women skillfully exhibit this denial. For one thing, their mothers do. These products are designed to appeal to the calorie-conscious woman. She can still drink and watch her figure.
Children are the most vulnerable audience targeted by alcohol and cigarette marketers.
To maintain business growth, tobacco companies need to initiate thousands of new smokers every day. Hence, children frequently are exposed to tobacco ads in stores, on billboards and incertain sports, entertainment and teen-oriented magazines. The exposure to alcohol advertising is similar, with the addition of television and radio exposures. The recent widely publicized studies of children's recognition of Joe Camel reiterates the fact that advertising is reaching young people. Finding these examples is easy, but changing alcohol and tobacco marketing strategies is comparatively difficult.