Date: 1927
Brand: Old Gold
Manufacturer: P. Lorillard
Campaign: Movie Stars - Women
Theme: Movie Stars
Keywords: females, actors, Madge Bellamy, Adolphe Menjou
Quote: He coughed the villain! And the love scene had to be taken all over again!

Comment: Madge Bellamy (1899 1990) This Old Gold advertisement is laid out like a news article in which American leading actress Madge Bellamy (1899-1990) explains the growing popularity of Old Golds in Hollywood. She chocks it up to the absolute fade-out for throat scratch and smokers cough that Old Gold provides. In the advertisement, Bellamy also mentions popular actor Adolphe Menjou (1890-1964) as an Old Gold fan as well. It was not until 1934 that Menjou s photo and testimonial would appear in an Old Gold print ad. Bellamy had a successful acting career during the silent film era, but after her first talkie, Mother Knows Best (1928), advertised here, she had a falling out with Fox Studios. She acted in one more film for Fox, Fugitives (1929), before the dispute put her out of work for the next few years. Bellamy passed away from heart failure at the age of 90.





Movie Stars - Women

The 1920s and 1930s saw the heyday of celebrity endorsement, with celebrities hawking everything from soap and pantyhose to canned beans and cars. Tobacco companies were especially fond of celebrity testimonials, enlisting hundreds upon hundreds of celebrities to endorse their tobacco products well into the 1960s. In these advertisements, movie stars, famous singers, athletes, and even socialites graced the pages of popular magazines, editorials, and newspapers printed across the country.

Famous voices, in this case female movie stars, had a particular appeal for cigarette advertisers. The emphasis on a healthy, clear voice in the movie star s line of work was an ideal avenue for portraying cigarettes as healthful, rather than harmful. The concept was that if a famous actress entrusted her voice and throat her source of revenue to a cigarette brand, then it must not be so bad! For example, a consumer might see an ad and muse, If Lucille Ball trusts Chesterfield, then it s good enough for me. In addition to providing health claims, movie stars were also glamorous and represented a walk of life attractive to consumers who were already invested in tabloids and the lives of the show business elite.

It wasn t until 1964 that tobacco companies were banned from using testimonials from athletes, entertainers, and other famous personalities who might be appealing to consumers under 21 years of age.

The 1920s and 1930s saw the heyday of celebrity endorsement, with celebrities hawking everything from soap and pantyhose to canned beans and cars. Tobacco companies were especially fond of celebrity testimonials, enlisting hundreds upon hundreds of celebrities to endorse their tobacco products well into the 1960s. In these advertisements, movie stars, famous singers, athletes, and even socialites graced the pages of popular magazines, editorials, and newspapers printed across the country.

Famous voices, in this case female movie stars, had a particular appeal for cigarette advertisers. The emphasis on a healthy, clear voice in the movie star s line of work was an ideal avenue for portraying cigarettes as healthful, rather than harmful. The concept was that if a famous actress entrusted her voice and throat her source of revenue to a cigarette brand, then it must not be so bad! For example, a consumer might see an ad and muse, If Lucille Ball trusts Chesterfield, then it s good enough for me. In addition to providing health claims, movie stars were also glamorous and represented a walk of life attractive to consumers who were already invested in tabloids and the lives of the show business elite.

It wasn t until 1964 that tobacco companies were banned from using testimonials from athletes, entertainers, and other famous personalities who might be appealing to consumers under 21 years of age.






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