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Mr. James Johnston. That ad ran once. That is not an ad that 

 represents what I want our company or any of our brands to rep- 

 resent. I wrote a letter to Congress at that time, and I quote, "I 

 have carefully reviewed the situation and have concluded that this 

 ad should never have run," 



I can also say that it would not have run had I been running the 

 company at that time. I had come to the company after it ran. I 

 apologize. It was offensive. It was stupid. We do make mistakes 

 and, Mr. Congressman, we 



Mr. Synar. I take that as a sincere apology. 



Mr. James Johnston. Absolutely. 



Mr. Synar. Because, Mr. Johnston, of that sincerity, I have to 

 tell you that your advertisement campaign, which is demonstrated 

 here and across this country in many mediums, is some of the most 

 cynical, explosive, perversive advertising we have ever seen in this 

 country. It has one purpose, whether you will agree to that or not, 

 and that is to attract children. 



Now, I'm not satisfied with your answers, but I do know because 

 you have the opportunity as the chief of your company to make the 

 decision to pull that ad so that there will be no doubt that you're 

 trying to attract children, will you pull that ad and that advertising 

 campaign so that we can eliminate the attraction that this ad 

 clearly does to children? Will you do that? 



Mr. James Johnston. I will repeat for the record if I thought 

 that campaign caused any young people to begin smoking, I would 

 pull it in a heartbeat. We have taken this issue very seriously, very 

 responsibly. We have gone out and replicated that research 

 through the Roper Organization, much larger sample bases. The 

 sample bases that were used in that, generally, the American Med- 

 ical Association work you wouldn't accept for political polling pur- 

 poses. They were too small. 



Here is what we found. Teenagers who associate Joe Camel with 

 cigarettes and who may like Joe Camel have uniformly negative 

 views of smoking. I might like Snoopy the dog, but I don't like Met 

 Life insurance. They might like Joe Camel, but here are the results 

 and I'd like them submitted for the record. 



Mr. Waxman. They will be. 



[The following information was furnished:] 



