ng than did the adults. Studies conducted prior to the Old Joe Camel campaign indicated that only 2.7% of smokers aged 17 to 24 smoked camels. In the current study, 32.8% of the smokers under 18 years old smoked camels. Camel’s share in the market over its three-year campaign rose from 0.5% to 32.8%, which demonstrates that Old Joe Camel has been rather influential on the student population. Whether examining the experimentation and/or initiation of smoking through the social control theory, social bond theory, social impact theory, social learning theory, or social proof theory, social influence is a central component of all models of adolescent substance abuse. It is assumed to be a direct predictor of experimentation and initiation with cigarettes, alcohol, and marijuana. A reoccurring theme in all of the mentioned studies centers on normative influences. Most adolescents experimenting with cigarettes appeared to correlate with their social contacts in everyday life. If many of the adolescents’ contacts smoked, a positive message was “flashed” that smoking was not deviant and, thus it was acceptable. On the other hand, if the adolescents’ contacts were mostly nonsmokers, then they were unlikely to engage in smoking since smoking appeared to be non normative. From parents to peers to advertisers, adolescents are exposed to cigarettes every day of their lives. It appears that smoking has become a social norm that only time and effort can change. It will take a lot more that telling adolescents that smoking is not healthy. It will require massive efforts from all areas to demonstrate to the adolescent population the negative aspects of smoking. Education inside and outside of the classroom coupled with anti smoking education is required. ...
