Date: 1943
Brand: Spud
Manufacturer: Axton-Fisher Tobacco Company
Campaign: Nurses
Theme: Doctors Smoking
Keywords: Female, Throat, Military, Menthol
Quote: There are times when it's wise to switch to Spuds for these reasons. Extra Safety- none of the irritating acrolein present in most cigarette smoke. Soothing menthol, evenly blended by a patented process. No menthol overdoes, no sting or bite.

Whenever. I have a cold. Spuds cool menthol seems to clear my stuffy head, cuts through my cold-clogged taste and brings back real smoking pleasure!

Whenever... I want a cooling bracer. Spuds are my pick-me-up when I want a more invigorating smoke. Their mild menthol tonic wakes me up in the morning- helps brace me p and keep me going.

Whenever My throat is dry. When my throat is dry or dull, when other cigarettes taste harsh or flat, I turn to Spuds- to refresh my throat, wake up my taste. Their soothing menthol feels kind to my thorat- invites smoking right from the first puff.

Comment: This ad employs patriotism and health claims to sell cigarettes. Three female military personnel are featured in this ad. The nurse, in particular, claims that Spuds help cure her cold and clear my stuffy head. As a nurse, is seen by consumers as the expert in illness.


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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