In today’s society, marketing and advertisements can be seen for products of any nature. The methods of advertising techniques used often relate to the target audience corporations are trying to reach. In accordance with these various styles of advertising, some companies often embellish their products through over exaggeration, or manipulation in order to generate market growth and revenue. In the case concerning Joe Camel, RJR is accused of consciously attracting kids towards using their product in order to increase the currently dwindling market. On the other hand, RJR believes that they are not trying to attract kids, nor are they attempting to influence their decision to smoke. RJR believes that the brand equity of Joe Camel is extremely strong in attracting people of all ages, and does not necessarily mean that young people who recognize the brand will decide to smoke their cigarettes. Essentially, the FDA argues that RJR is using advertising techniques that persuade people to buy their cigarettes because of the false image it promotes. Ultimately, the FDA wants RJR to remove the Joe Camel logo promoting Camel cigarettes in hopes of reducing the number of children that currently smoke.
             Essentially, the FDA’s contention is that RJR is promoting a product by manipulating their consumers into believing that they will appear a certain “cool” way to others by smoking their cigarettes. Roger Crisp would most likely also agree with this argument due to the fact that RJR does not really promote any of the actual product characteristics, but instead, a false lavish lifestyle.
             Roger Crisp’s identification of advertising falls into two categories. These are informative and manipulative strategies. These strategies can be used in separate fashions, or as seen in many cases, in conjunction with each other. In the case of persuasive advertising, Crisp feels this technique overrides the autono...