Date: 1949
Brand: Viceroy
Manufacturer: Brown & Williamson Tobacco Corporation
Campaign: Dentist Recommends
Theme: Doctors Smoking
Keywords: Male, Dentist, Filter
Quote: As your Dentist I would recommend Viceroys.

Comment: This advertisement features a wholesome, healthy dentist recommending Viceroys to you, his patient. He holds up a dental mirror to solidify his expertise. The ad conflates its statement of filtering smoke by placing it next to the dentist, making Viceroys seem like healthy options.

Dentist Recommends

Along with doctors and nurses, dentists presented yet another health professional that had the potential to reassure consumers worried about the ill health effects of smoking. Whereas otolaryngologists (ear, nose, and throat doctors) could assure mildness for throats, the recommendation from a dentist might indicate fewer cosmetic mouth side effects for the advertised brands. The none-too-subtle message was that if the dentist, with all of his expertise in oral care, chose to smoke a particular brand or recommended a particular brand, then it must be safe. Dentists were seen as experts not only in suffering throats, but also in such side effects as yellowed teeth, bad breath, and oral cancer. Well-known early victims of oral cancer include Sigmund Freud (1856-1939), who developed cancer of the palate after years of smoking 20 cigars a day; U.S. President Ulysses S. Grant (1822-1885), who passed away from tongue cancer; and U.S. President Grover Cleveland (1837-1908), who suffered from cancer of the palate in 1893. Though President Cleveland successfully had the cancer surgically removed, he ultimately died of a heart attack 15 years later.

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