Date: 1968
Brand: Tiparillo
Manufacturer: T.M.G.C., Inc, Robert Burns
Campaign: Dentist Recommends
Theme: Doctors Smoking
Keywords: Female, Dentist, Seductive
Quote: The doctor is a little late, sir. Will you have a seat?

Comment: Tiparillo ran this campaign Should a gentleman offer from 1967 to 1969. The ads in the campaign all portrayed an intelligent female with a budding career, and turned her into a sex object. These ads refused to give credit to women for their hard-earned careers. Instead, the ads portrayed these women, who would normally be seen as independent, as loose women who would be easily swayed by the offer of a Tiparillo. This ad features a dental hygienist who holds up a dental mirror to her parted lips in a sexually suggestive gesture, simultaneously mimicking the action of putting a cigarette (or Tiparillo) to her lips. Her breasts are partially exposed and placed strategically next to the boxes of Tiparillos, providing the viewer with a subliminal association between female nudity and the cigarette brand.





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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