Date: 1947
Brand: Viceroy
Manufacturer: Brown & Williamson Tobacco Corporation
Campaign: Dentist Recommends
Theme: Doctors Smoking
Keywords: Male, Female, Elderly, Dentist, Mild, Filter, Nicotine, Tar
Quote: Yes! advise 6,520 dentists, Smoke Viceroys! The nicotine and tars trapped by Viceroy Filter can never stain your teeth. No unsightly bits of tobacco can lodge between your teeth, cause more stain.

Comment: This Viceroy ad is reminiscent of Lucky Strike s 20,679 Physicians Say ad campaign of 1930. Similarly, this ad claims that 19,293 dentists say, Smoke Viceroys! The company is careful to note, at the bottom of the ad, that it is not claiming that its filter removes all nicotine and tars; however, the larger text indicates that the Viceroy filter protects Viceroy smokers from nicotine and tars, as they become trapped in the filter. The dentists are used to prove that Viceroys can never stain your teeth! This series of ads continued to increase the number of approving dentists with each succeeding advertisement, as if the survey numbers were always growing.

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.

   →  View Larger Image