Clinical Research

  • David A. Katerndahl


Because some children begin smoking prior to age 10, Fischer and colleagues wanted to learn whether preschool children recognize cigarette brand logos at a rate similar to logos of other children’s and adult brands. Using a convenience sample of 229 preschool children aged 3–6, from preschools in Augusta and Atlanta, Georgia, children were asked to match logos with pictures of their products on a game board. The 22 logos used included ten children’s brands, five noncigarette adult brands, and five cigarette brands. In addition, recognition of the Surgeon General’s warning was also tested. The researchers found that the logo recognition for cigarette brands was intermediate to that of children’s brands and noncigarette adult brands. Recognition rate increased with age such that by age 6 there was no significant difference in recognition rates between the Disney Channel and Camel’s “Old Joe.” Only 10% of children recognize the Surgeon General’s warning. Thus, it appears that preschool children recognize cigarette brand logos to a high degree. Such advertisement by cigarette manufacturers may have an important impact on the children’s later decision to smoke cigarettes (Fischer et al., 1991).


Primary Care Physician Human Papilloma Virus Principal Investigator Recognition Rate Cervical Intraepithelial Neoplasia 
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Copyright information

© Plenum Publishing Corporation 1997

Authors and Affiliations

  • David A. Katerndahl

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