Date: 1947
Brand: Chesterfield
Manufacturer: Liggett & Myers Tobacco Company
Campaign: Hospitalized Patients
Theme: Doctors Smoking
Keywords: Male, Mild, Military,
Quote: On my visits to the U.S. Veterans' Hospital, I find Chesterfield, as always, is the leading brand the milder cigarette the boys want most. Yes, Sir, it sure makes me feel good to hear, 'Chesterfields Never Forgets' not only with cigarettes but the special Chesterfields service edition of sporting news. -Pete Petropulos, Holder of the Silver Star, Bronze star and Purple Heart.

Comment: In this ad, Donald Legg, a veteran patient, is handed a special Chesterfield service edition of The Sporting News as well as an entire carton of Chesterfield cigarettes. The patient appears to be a teenager, no older than 16. Records of a Donald David Legg (1932-2011), who fought in the Korean Conflict, suggest that this man is the same Legg, and that he would have been 15 years old in this photograph. The man handing the treats to the patient is Pete Petropoulos (1915-1996), a baseball pitcher in the Minor League and Staff Sergeant in the U.S. Army. He earned the silver star, bronze star, and purple heart in 1944 after he was badly injured and imprisoned by German troops for 11 days in France. In his veteran years, he became a scout for the New York Giants and conducted The Sporting News Sports Caravan, sponsored by the magazine as well as by Liggett & Myers Tobacco Company. The caravan visited U.S. veteran s hospitals in New York, delivering The Sporting News and Chesterfield cigarettes to veterans. Petropoulos became the manager of the Chesterfield baseball team, the Chesterfield Satisfiers, which played at veteran s hospitals for 12 years.





Hospitalized Patients

Many tobacco ads featured injured, hospitalized patients receiving tobacco products which supposedly cured them, healed them, or provided them with relief. Though this association between cigarettes and healing was not always stated explicitly, it was always implied through thoughtful strategy. When a doctor or nurse provided the patient with the product, it was given even more of a medicinal connotation.





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