Just how that huge pie has been divided is a secret closely guarded not only from critics but even among companies in the industry. Much of the money goes into promotions to encourage retailers to run sales or to display particular brands and signs more prominently. But critics like John Pierce, head of the Cancer Prevention Center at the University of California at San Diego, say it is most telling that spending rose most rapidly in the 1980 s, when the decline in youth smoking was halted. They also point to research showing that children have been strongly attracted to some of the biggest marketing campaigns, notably R.J. Reynolds Tobacco s use of the ever-hip Joe Camel and Philip Morris use of the rugged Marlboro man and the Marlboro Adventure Team, a merchandise promotion. The surge in teenage smoking in the 1990 s coincided with a sharp expansion by both Reynolds and Philip Morris in giveaways of items like T-shirts in return for coupons accumulated by buying their cigarettes.
Tobacco companies say critics grossly exaggerate the effects of their marketing.
They point out that teenage smoking is also rising in countries where most forms of advertising have been banned. The company will be selling bargain-priced compact disks by its female artists along with its cigarettes. As the World Turns, is on a concert tour. She is appearing in venuses where only those older than 21 are allowed. Making matters worse, some critics say, is that Hollywood s long love affair with smoking seems to be heating up.