Brand logo recognition by children aged 3 to 6 years. Mickey Mouse and Old Joe the Camel

Objective. =m- is known about the influence of advertising on very young children. We, therefore, measured product logo recognition by subjects aged 3 to 6 years. Design. =m- were instructed to match logos with one of 12 products pictured on a game board. Twenty-two logos were tested, including those rep- resenting children's products, adult products, and those for two popular cigarette brands (Camel and Marlboro). Setting. =m- in Augusta and Atlanta, Ga. Participants. =m- sample of 229 children attending preschool. Results. =m- demonstrated high rates of logo recognition. When analyzed by product category, the level of recognition of cigarette logos was in- termediate between children's and adult products. The recognition rates of The Disney Channel logo and Old Joe (the cartoon character promoting Camel cigarettes) were highest in their respective product categories. Recognition rates increased with age. Approximately 30% of 3-year-old children correctly matched Old Joe with a picture of a cigarette compared with 91. 3% of 6-year-old children. Conclusion. =m- children see, understand, and remember adver- tising. Given the serious health consequences of smoking, the exposure of chil- dren to environmental tobacco advertising may represent an important health risk and should be studied further. (JAMA.