733 



Mr. Synae. Have any of the other companies seated at the table 

 done any research with respect to the impact of the Joe Camel 

 campaign? Mr. Horrigan? 



Mr. Horrigan. No, sir. 



Mr. Synar. Thank you. Now, Mr. Johnston, in answer to a pre- 

 vious question, you stated that one of the goals of advertising and 

 promotion was to get the smokers from your competitors that are 

 sitting at the table; in other words, to get people to switch brands. 



Mr. James Johnston. That's the only goal and 



Mr. Synar. And I find that fascinating since we know from the 

 records that, combined, you all spend about $4.6 billion a year ad- 

 vertising and promoting your product. There are 50 million smok- 

 ers. We know that only 5 percent of all smokers switch, which 

 means that's 2.5 million people per year. So you're spending, by our 

 calculations, roughly $1,840 per person to get them to switch. 



Now, can you explain to me a 1989 advertisement, which I have 

 right here, that you later withdrew, if switching is the only reason 

 you have? You have here "fool-proof dating advice" that starts with 

 "Number one, never date a woman named Dave." And it continues. 

 How to impress someone on the beach. "One, run to the water, grab 

 someone, drag her back to the shore and act as if you're saving her 

 from drowning. The more she kicks and screams, the better." 



Is that an advertisement to get people to switch or to rape? Mr. 

 Johnston, you withdrew this. Is that not correct? 



[The advertisement follows:] 



