Date: 1940
Brand: Cigar Institute
Manufacturer: Cigar Institute of America
Campaign: Nurses
Theme: Doctors Smoking
Keywords: Male, Female, Fashion
Quote: Take a look around sometime and see how many men are enjoying cigars. There's a good reason to. You'll find a size and shape to fit your face, your pocketbook. And Cigars give you complete satisfaction without inhaling. There are few pleasures so great that cost so little.

Comment: A doctor stands next to his little black bag for house calls, as his nurse lights his cigar with an extra long match. The slogan likens smoking a cigar to wearing an expensive accessory: wear a cigar look smart smoke smart. Not only is the cigar advertised as the healthy choice when placed in the doctor s hand, but it is also advertised as a status symbol and an indication of intelligence.


Along with doctors and dentists, nurses presented yet another health professional that had the potential to reassure consumers worried about the ill health effects of smoking. The none-too-subtle message was that if the nurse, with all of her expertise and her dedication to helping patients, chose to smoke a particular brand of cigarettes or even recommended a particular brand, then it must be safe.

As women began taking up the habit of smoking during the early 20th century, so did nurses in large numbers. It is interesting to note, however, that whereas the number of doctors who smoked plummeted drastically in the 1950s and 1960s when conclusive data linked smoking to lung cancer, smoking remained common among nurses. To this day, smoking is more prevalent among nurses than doctors in the United States. The Nurses Health Study shows that 8.4% of nurses smoked in 2003, whereas comparable data from 2005 from the Association of Medical Colleges reveals that only 1% of doctors smoke (1).

1. Nurses Health Study shows nurses smoke more than doctors. Nursing Times. 26 Nov 2008. .

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