The industry denies that these symbols target people under 21 and claim that their advertising goal is simply to promote brand switching and loyalty. Seemingly, they go toward a market that is not fully aware of the harm that cigarettes are capable of. U.S. News recently featured a discussion of the smoking issue with 20 teenagers from suburban Baltimore. The group consisted of ten boys and ten girls between the ages of 15 and 17. They also wanted to reach out and rebel at the same time.
Teens also think of smoking as a sign of independence.
The surprising thing is that these kids know that they are being influenced by cigarette advertising. The ads are everywhere, especially in teen-oriented magazines, such as Rolling Stone and Spin. The ads also fuel some of the reasons the children gave for starting. They represent rebellion, independence, acceptance and happiness. These are all the things a young person, between childhood and adolescence, needs and desires.