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About Oregon daily emerald. (Eugene, Or.) 1920-2012 | View Entire Issue (Feb. 28, 1994)
EDITORIAL Rise in teen smoking blamed on Joe Camel The surgeon general speaks. Smoking teens ignore her. Cigarette advertising comes under attack. Again. It’s become an all-loo-familiar course of action. Some loading medical authority provides even more evident e of the undeniable health risks of cigarette smoking, and when that evidence fails to stop kids from lighting up. everyone looks around for someone to blame. And there he is tuxedoed. suave, always smoking and always smooth loo Camel makes a perfot t scapegoat bet .hiv he savos this i ountry from has ing to admit the true reason wh\ igarette smoking among teens stubbornly tefuses to dot line kids are stupid l.nd of story I'ho evidence is in. and even oblivious teen-agers t an t have missed it. Smoking is a killer and they know it. They just don't care. And why don't they care? Some say it's because of of Joe Camel and his fellow advertising icons who are. the argument goes, deliberately targeting kids in the hope that they will start smoking. tiow do advertisers target these teen-agers? By making smoking look like fun. (Hell, the Marlboro Man doesn't even do that. He never looks like he's having any fun.) But by showing these images of happy, successful peo ple (and camels) enjoying a smoke, we send the message that smoking c an be a cool thing to do. (,'uess what, folks? That's advertising Crith s of cigarette ads seem to have unrealistic expet tations about the wav advertising works Sure, advertis ers do try to "target" one audience or another They choose images carefully, so as to attract the attention of a pat tii ulai audience. But it is not an exact science. Joe Camel, bet auso he is a cartoon character. is usual ly tin* first tube attai ked. Using a cartoon to sell a prod ui t is obviously a wav of targeting kids, right':' Well, no. not nm essarily loo (lamol clearly appeals to adults, too (la mol is the best selling brand of cigarettes on the mar ket Many and probably most of the smokers who buv t amels are adults, who apparently are as impressed by Joe's smoothness as teen ngers are 1aon it (igarette advertiser's are limited to only "mature" images, however, teens will still see the ads and react to them. Many teen-agers slat! smoking in order to look older If the only people they see smoking in ads are appar ently successful adults, then advertisers will still attract teen-agers, even though the ads were technically "tar geted" at adults only The solution is not banning advertisements which seem to be aimed at teen-agers. The solution is effective enforce ment of laws which restric t smoking to those eighteen and older The surgeon general s report showed that if a teen-ager makes it to 20 without smoking, he or she will probably never smoke;. It’s up to c igarette vendors to make sure they stop selling tobac co to minors, and up to gov ernment to come up with a system of penalties that ensure \ endors obey I lie law it that doesn't work, then perhaps a total ban on loba< co ads is in order TheonU way to be curtain that adver tisements aren't reaching teen-agers is to make sure thes don 't reat h any one „, Emerald P0 001 31* iUdNf OPIGOW 97403 The <>«*/ } D.I > l :§ (la M. "-14> /■ f 0 ' J the >- *'• ‘ yeat and Tuesday and Thursday dunng the summer by the Oregon D.» > Emerald Co hv a! the University o* Oejtf ugrsne. Oeg The f 'vt*rstk1 operates i»vdependenHy o* the Unrversuty elh oh*cat Sode 300 ol the \ ti* Mr>mor*4ii U->■.'•»» *» a member the A*.v ated Press The t ctte.iW >s private property The uniaw^uf removal or use c»l pair's -s prosecutable Managing Editor Editorial Editor Graphic* Editor FroaJanca Editor Editor-tri-Chi** Jake Berg 0itv<j T hewn JPftsiay J«*M WinSof* 3>1 IS tuuwi Editorial Editor Photo Editor Suppi#m®nt» Editor Night Edit of V. • St**vr KAms PtckhafiJ! >»%■. '■.*<*• Sr Jf Ka»y So»o Associate Editors I dward K»opf eastern ShAkx't (k w • -f«* i *.? » ?<*» i " i . • • *> Ju! e Swen*«v\ l di df.u'rt A*>— " s.’u'W News Staff M.i id> H.i I f A < >a Dave l ’ J'!> »\» A ••, ‘ ' , ■ .•-,•• 5 I ! ' • . M*1 .! ‘ »- 5-. M.i • » v.»•.«*' Hendc'V. >' ■ , r«tg let .j Ma? s Mo-a .3 Tnsta I sabe<* M<Nw’»»,<«fna RoOOo H«m5v<*v l a Sa ■ 4 Scott Simonson. Stapbarve S*ssor •, i »• Steffi- <• ■ •*!•■ -ir- Wt '•**•*• T*; ■. Agi. .» Ktr» Tnpp Am> .a Tuy General Manager 3» !*•<*• 5 Advertising 0-recto/ M.nWav Production Manager M '-«»•** Advertising t* > us S..t l\".i N... ■? * Te-esa sabe '• e" Ma , M.i M .»•• M —f’e R»* '-.!•»* Tfull Keisay Ae*»* A > *% !*■<• - Classified fk*>> Me ' a M.i i ;*v , • Me a Sm T/e T* * Distribution A *, m.i ve-y i ' i . va* .» ■ S • Business: K»tr>> i S . *♦ . s Judy > Production LVe M.•• 3dt> P'adU-fmv C<\ ’ •.#?. Sba* i Abe** >ey 0w-oa3. Ta-n Gault nay Brad joss. St* » M: he "er Re a vj Na” Tr^i jv • lyia' Y©e Newsroom Office 346-5511 346-5512 Ui»pJ«y Advertising Classified Advertising 346-4343 SARAjHVO 19&4 Sakajkvo 1994 OPINION Norway, beyond an Olympic stage UJ Marius Meland If you ve h«M*n watching the ()|y mpic s mi teles inioii late* ly you might have asked yourself Where on earth is tfiis plai c called None ay ? As .1 full-blooded Norwegian, ! sei/.e Hus opportunity to toll you a little hit about my home i oun try. knowing that tins is probably the only time you will care After the ( losing ceremony on Sunday. most [ample will in all likelihood go hue k to believing that Norway is a solid-brass yvall lantern sold at I red Mover Or something like that And frankly y\ <■ don't i are il you don't kiioyy about us We re nisi bke l begun Mils m that y\ ay , think mg that we've got something extraordinary that yve don't want to advertise to the world I lie only problem is. everyone i -y\ s ,i!"ini t Jo-,'on and Norway ;,.• ss , although lor different tea sons I'he last time I called a lilend hack in Norwuv. he said, You're in that state Oregano, aren’t you:’ Say, you wouldn’t happen to knovs Tonya Hardy gun, would you?" As voti ve watched the wintry television images from Norway, it must have days tied upon you that Norway is a cold place Every time I watch the news about the severe winter yveather on the East ('oast, I think "Ha! They t all that a snoyvstorm' In Norway, we d call it u summer's breeze!" I remember one New Year's Ey e 13 years ago that my family and I spent in a hotel in a small town c ailed Ktiros in t entral Nor way Rorus is known to be one of the coldest places in Norway so cold, in fact, that the people there complain about hoys hard it is to find thermometers ysith a deep enough negative scale This December had been partic ulurlv cold, even by Noryvegian stan dards. and on Neyy Year's Eve 1 t.ould hardly believe my own eves as I mad the thermometer outside m\ hotel window minus ■>H degrees I ahrenheit' Curious .is to what it would feel like to exjwrieni e such tns'Z mg teni|>eroture i ran to the hotel iloor hut was halted hv .1 liellhoy He told me that the 1 it\ had ordered a curlew and added that ms skin v\ ouitl freeze in less than •}() sei ends d I went outside 1 was unis XI at the time, and 1 remember how disappointed I w as that l couldn't go outside Like most Norwegians. I had experienced freezing m> eve lashes so that I could hardlv blink Hut having my !.*< nil skin freeze would'*eIteen an entirely novi'i ii?in »• If you think such i old temper atures seem drear v then remem ber that Norwegian winters aren’t only frigid they're pit< fi dark as well When I visit nn grandpar ents in Trondheim, I will some times sit and paint in inv uncle's old lied room, vs hu h f;n es stmight south Around Christmas time, I will see the sun roll slowly above the mountains in the east around It) m the morning Tour hours later around two ill the afternoon. 1 will see it dip down tietund the same mountain range j little hit further to the west And four hours of sunshine is a luxury compared to what they've got in the northernmost part of Norwav four months of continuous night, with no sign of the sun whatsoever And they complain alxmt the rainy winters in Oregon! In the summer, however, we get our reward for living through those cold, dark winters (iontmrv to what many people lielieve, it 's actually reasonably warm in Nor way in the summer And what's more the days are so long and light that many people forget to sleep As a Norwegian poet once remarked, there are so many things you i ould do in a sum mer’s night that you shouldn't waste it m your bed At least not if you're sleeping in it One summer we had some American relatives visit us Maryanne and Bobby Kav were farmers from Ohio, and thev told us in the typical immodest way ot Americans, that they grew "the best beef in the state." I remem ber thinking, .is I envisioned i:at tIt* bursting up from the Ohioan earth America! It's the land ol the futund Nowhere else can they actually grow beef!" Maryanne and Hobbs Ray staved with us for about a week, and bv the time they went bn< k to their beef fields in Ohio they were so tired that they i on Id hardly walk on hoard the air plane I hes hadn't slept in a sveek 1 don't see bow you i an stand it here. Maryanne said as she stood in our bathroom the hist day and i minted the hags under her eyes "How can you sleep when the sun's shining through the curtains the whole night Perhaps it's because we sleep so mui h m the winter Research has shown that Norwegians sleep mui h more than average in the winter, but cut dramatically dosvn on their sleep in the sum mer I guess you could sus that the Homo Norvegicus is a fuller miling animal Phis sear, ol course, our sleeping pattern has been upset, as vie have had to wake up tor the Olympics Now. there's one last thing that I d like to clear up about Norway "1 ou might have heard about the traditional Norwegian i uisine 'ion might have been led to believe that the Norsvegians eat rotten fish, sheep's brains and reinueet s xniney s W•*11. you're absolutely riKht Here's .1 sampling of sumo tradi tional dishes: l.utefisk dried c od pit kit'd in a potash lye. often served with iun on and a mustard sauce Smnlahovf sheep's brain, con sidered a delicai y on the west i oast of Norw ay Hrunosl literally, "brown i heese," a Norwegian favorite made from goat's milk that goes on every breakfast table Hnkrfisk. half-fermented trout, served in a potato tortilla We invented the skis and exported them to the rest of the world Hut something tells me it'll lh* a w hile lielore Norwegian cooking becomes standard tare at the Mai Donald's of the world Manus Mr land is a columnist (or tlic Emerald.
