In this picture we see Joe Camel relaxing at a beach smoking a cigarette. The tobacco industry isn't suppose to market to younger kids, but i think that this add is a direct marking add to draw younger kids into smoking. This add will be looked at from that perspective. As an add for younger kids this add is quite effective at keeping their attention and getting them interested in smoking. Kids are drawn to animated images and also as kids get older want to look and act like adults and this camel looks like an older person who's smoking. This add works well with grabbing young children's attention. This add is a some what logical approach to how to get new buyers for their product. It is not a morally right at but a logical way to get new customers for their product. As for any credibility for this add i think that it is lacking because if they are going for adults a cartoon character isn't good advertising and looses them credibility. then if they are going for kids, marketing younger people looses them credibility also because the kids they are marketing are not old enough to smoke and becomes bad practices by camel.