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Stanford Research into the Impact of Tobacco Advertising

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We Don't Make Medical Claims – img5159

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Towards the end of the era in which false medical claims were endemic (early 1950s) the Old Gold brand had a prolonged campaign – with more than 50 variations on this theme – in which they touted: “We Don’t Try to Scare You with Medical Claims.” Ironically, many of these ads in their fine print make outlandish statements that Old Golds were less irritating and thus safer than the competition. Somehow they calculated that the public would not see this obvious hypocrisy.

Note the white box strangely reminiscent of the Surgeon General’s warning introduced years later. In what can only be characterized as rank hypocrisy, they claim Old Gold’s are less irritating and easier on the throat.

Best For You – img1468

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Chesterfield launched its “Best for You” campaign in 1950. The obvious message was that Chesterfields were the cigarette that was “best” for the smoker. It is unclear whether this slogan ironically implies that other cigarettes are bad for the smoker, and that Chesterfields are merely the lesser of the evils, or if the slogan is falsely claiming that all cigarettes are good for you, but that Chesterfields are best. Either way, the slogan was manipulative and misleading. Along with print advertisements, Chesterfield also featured the “Best for You” slogan on Perry Como’s Chesterfield radio show.

Despite the patently false and misleading health claims implicit in the slogan, the campaign lasted well into 1957. The campaign’s longevity may seem surprising in the face of the Federal Trade Commission's (FTC’s) 1955 advertising guidelines, which prohibited cigarette manufacturers from publishing claims regarding lower tar or lower nicotine without scientific proof. The guidelines proved to be relatively ineffective, with brands using dubious science to prove their figures. This continued until 1960 when the FTC and the tobacco manufacturers agreed to discontinue such tar and nicotine advertisements for good. However, everything reverted when, in 1966, the U.S. Public Health Service (PHS) reported that scientific evidence suggests that “the lower the tar and nicotine content of cigarette smoke, the less harmful would be the effect.” Though much later on, in 1994, this claim would be challenged and torn down by the FTC as false, it was widely accepted at the time. As a result, in 1966 the FTC discontinued its 1960 ruling which had banned tobacco companies from reporting tar and nicotine claims in advertising. This meant that misleading data on tar and nicotine content would continue in advertising well into the latter half of the twentieth century.

Miracle Tip – img2050

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This theme features a variety of L&M ads from 1954 and 1955 professing health benefits for L&M’s “Miracle Tip,” although filters did little to truly reduce the hazards of smoking. Indeed, tobacco industry chemists were well aware that most filters actually removed no more tar and nicotine than would the same length of tobacco. However, a series of Reader’s Digest articles worked to publicize these dubious health claims for filters in the 1950s. L&M advertised its filter as “pure white inside, pure white outside for cleaner, better smoking” or “white…all white…pure white.” By implying that the pure whiteness of the filter equates to pure healthfulness, L&M unabashedly presented a logical fallacy which cons concerned consumers into choosing L&M as a “safe” cigarette. Additionally, the L&M filter was portrayed as futuristic and scientifically advanced through the “Live Modern” campaign – the Miracle Tip was thus tied in with modernity and dubbed a “modern miracle.” Further “miraculous” were L&M’s claims to flavor and protection, represented in another L&M ad campaign, “just what the doctor ordered.” This slogan can be found on a few of the advertisements in this theme as well. Not only did the doctor slogan imply that L&M cigarettes are satisfying in that they offer both flavor and protection, but it also implies that doctors approve of the brand, a testament to the brand’s supposed healthfulness.

Feel Your Best – img1487

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In 1949, Lucky launched the first of its “cute” campaigns – “Smoke a Lucky to Feel your Level Best!” This campaign, along with the subsequent “There’s never a rough puff in a Lucky” and “Be Happy – Go Lucky!” are all lumped together into this “cute” category, featuring very young, smiling ladies beside striking copy text. Most noticeably, the ads portray models smoking in the most improbable, ridiculous situations: while skiing down a slope, while balancing on a man’s shoulders in the ocean, while steering a toboggan. The “Feel your Level Best” campaign presented Lucky smokers as young, vibrant, athletic, happy, and full of vitality. Without claiming health benefits outright, Lucky Strike managed to portray its brand as healthy and enticing through the campaign. However, the “Level Best” slogan poses incongruities, as well. Does it imply that other cigarettes made a smoker feel bad, whereas Luckies made the smoker feel best, but still not as good as if the smoker refrained from smoking? Or does the slogan work to propel the myth that cigarettes are healthy, claiming that Luckies are even healthier? Either way, the message appears to falsely indicate that Luckies will make a person feel the best they possibly could.

One of the young models hired for this campaign, Janet Sackman, has recently spoken out against smoking. Sackman had posed for a number of the Lucky ads in this theme. A 1993 New York Times article features a story on the model which reveals that Sackman was just 17 at the time of shooting the Lucky Strike advertisements. She explains that during one of her shoots, “a middle-aged tobacco executive was there,” and that he urged her to pick up smoking so that she would “know how to hold a cigarette, or puff on a cigarette” for future advertisements (1). She claims that from that point on, as a 17 year-old, she began smoking and was hooked. Then, in 1983 at age 51, she was diagnosed with throat cancer and had her larynx (“voice box”) removed. Ironic, of course, for the model for a campaign which touted health and happiness.

1. Herbert, Bob. “In America; ‘If I had Known’ New York Times. 21 Nov 1993. .

Space – img5705

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In 1949, on the heels of Lucky Strike’s 1931 ad campaign, “Do You Inhale?” and Philip Morris’ 1942 campaign, “Inhale? Sure, all smokers do,” P. Lorillard released a campaign for Embassy urging smokers to “Inhale [Embassy] to your heart’s content!” Lorillard claimed that Embassy’s extra length provides “extra protection.” The faulty concept was that because the cigarette was longer, it was able to better filter out toxins, since it took more time for the smoke to reach the smoker’s throat due to the long length through which it had to travel. In 1950, the Federal Trade Commission (FTC) investigators had decided that king-size cigarettes, like Embassy, contained “more tobacco and therefore more harmful substances” than are found in an ordinary cigarette.

Lorillard’s particular choice of cliché, “to your heart’s content,” was misleading at best . The phrase was meant to impart a sense of happiness and healthfulness. Of course, inhaling would not have made anyone’s heart content; Instead, smoking has been recognized as a major cause of coronary artery disease, responsible for an estimated 20% of deaths from heart disease in the United States. Most ironically in the context of this advertisement campaign, a smokers’ risk of developing heart disease is thought to greatly increase as his or her cigarette intake increases.

Kool Your Throat – img1758

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In 1933, Brown & Williamson Tobacco Company released Kools as its answer to the mentholated cigarette. Menthol cigarettes were introduced in the 1930s as specialty cigarettes to be smoked on occasion, aside from a smoker’s regular, unmentholated cigarette. Because menthol is a mint extract which triggers a sensation of coolness when it comes in contact with the mouth and throat, advertisers often touted menthols’ coolness as a contrast to the hotness of ordinary tobacco smoke. Implicit in this advertising technique are the harmful effects of smoking, sometimes referred to as “smoker’s hack” in Kools ads.

Instead of advising smokers to quit, however, these early ads for Kools from the 1930s to 1950s urged smokers to switch to a menthol brand to ease throat irritation. Early slogans for Kools covered by this theme include “Your throat will not get dry” (1933), “Throat comfort” (1934), and “In between others, rest your throat with KOOLS” (1938-1940). By 1940, the slogan was “Switch from Hots to Kools,” and in 1951 and 1952, a Sunday comics campaign was released. Across the board, the message was the same – Kools were soothing, comfortable, and relaxing.

Kools’ penguin mascot was used from the first days of the brand’s release. His cartoonish appearance, like Joe Camel’s, makes him an attractive figure to kids and young adults. The penguin was named Willie in 1947 to increase sales which had fallen after the war. However, Kools were still seen as a specialty product at the time, appealing only to those smokers hoping to avoid throat dryness or the irritating effects of their regular smokes. It wasn’t until the late 1950s, when Salem entered the scene as the first menthol filter in 1956, that menthols began to make up a large part of the market share. Government surveys in 2011 revealed that menthol cigarettes dominate 30% of the overall market, and over 80% of black smokers prefer menthol as opposed to 22% of non-Hispanic white smokers (1).

1. Wilson, Duff. “Advisory Panel urges F.D.A. to re-examine menthol in cigarettes.” The New York Times. 18 March 2011. .

It's Toasted – img13502

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The American Tobacco Company began using the slogan “It’s Toasted” for Lucky Strike cigarettes in 1917. “It’s toasted” referred to the process of heat curing tobacco leaf as opposed to simply sun drying. Purported to “remove harmful corrosive acids (pungent irritants)” and to “sterilize” tobacco, this process of curing tobacco did not in fact differ widely from methods of other manufacturers.

The slogan, still included in small text on Lucky Strike cartons today, has been included in a variety of Lucky Strike campaigns over the decades, ranging from “Cream of the Crop” (1928-1934) to “Fat Shadow” (1929-1930) to throat referrals (1927-1937). The meaning of the message was elastic — it was at some times used to indicate better taste, while at others to indicate less throat irritation.

First used in 1917 on an ad entitled, “Do you like good toast?” the slogan was meant to intone delicious flavor: “Toasting Burley holds the flavor, and helps it… Remember– it’s toasted! Like hot buttered toast.” Perhaps this comparison to toasting and coked food allowed Lucky Strike to position itself as a sterilized cigarette, free of disease such as tuberculosis.

The following year, Lucky Strike continued with the comparison to delicious cuisine, capitalizing on the American public’s preoccupation with the WWI shortage on food; indeed, in 1918, Lucky introduced its “food conservation series” of ads, which provided consumers with advice such as “More Vegetables Less Meat,” “Eat More Corn,” and “Cheese OK’d by Food Administration.” These guidelines followed FDA recommendations on the wartime food shortage in order to legitimize the purchase of Lucky Strike cigarettes.

While the earliest “It’s toasted” ads had boasted great taste, by 1927, Lucky had changed the meaning of the slogan to throat protection: “It’s toasted. Your throat protection – against irritation – against cough.” But by 1955 they were back in the flavor realm, with “It’s toasted to taste better!” In 1970, Lucky Strike was again considering ad copy which would compare its toasted cigarettes to delicious toast. An internal industry document reveals a mock-up ad featuring two boxes of Lucky Strike popping out of a toaster under the header “Bon Appetit: It’s Toasted to Taste Better” (2).

Clearly, the slogan has an elasticity of message which has allowed Lucky Strike to make health claims whenever convenient or beneficial. The slogan is included on the side of the current packing of the Lucky Strike carton, which reads, “manufacture includes the Lucky Strike process, It's Toasted.”

1. Heimann, Robert K. “Bon Appetit.” American Tobacco. 11 Nov 1970. http://legacy.library.ucsf.edu/tid/dmv60a00

It's Toasted – img13503

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The American Tobacco Company began using the slogan “It’s Toasted” for Lucky Strike cigarettes in 1917. “It’s toasted” referred to the process of heat curing tobacco leaf as opposed to simply sun drying. Purported to “remove harmful corrosive acids (pungent irritants)” and to “sterilize” tobacco, this process of curing tobacco did not in fact differ widely from methods of other manufacturers.

The slogan, still included in small text on Lucky Strike cartons today, has been included in a variety of Lucky Strike campaigns over the decades, ranging from “Cream of the Crop” (1928-1934) to “Fat Shadow” (1929-1930) to throat referrals (1927-1937). The meaning of the message was elastic — it was at some times used to indicate better taste, while at others to indicate less throat irritation.

First used in 1917 on an ad entitled, “Do you like good toast?” the slogan was meant to intone delicious flavor: “Toasting Burley holds the flavor, and helps it… Remember– it’s toasted! Like hot buttered toast.” Perhaps this comparison to toasting and coked food allowed Lucky Strike to position itself as a sterilized cigarette, free of disease such as tuberculosis.

The following year, Lucky Strike continued with the comparison to delicious cuisine, capitalizing on the American public’s preoccupation with the WWI shortage on food; indeed, in 1918, Lucky introduced its “food conservation series” of ads, which provided consumers with advice such as “More Vegetables Less Meat,” “Eat More Corn,” and “Cheese OK’d by Food Administration.” These guidelines followed FDA recommendations on the wartime food shortage in order to legitimize the purchase of Lucky Strike cigarettes.

While the earliest “It’s toasted” ads had boasted great taste, by 1927, Lucky had changed the meaning of the slogan to throat protection: “It’s toasted. Your throat protection – against irritation – against cough.” But by 1955 they were back in the flavor realm, with “It’s toasted to taste better!” In 1970, Lucky Strike was again considering ad copy which would compare its toasted cigarettes to delicious toast. An internal industry document reveals a mock-up ad featuring two boxes of Lucky Strike popping out of a toaster under the header “Bon Appetit: It’s Toasted to Taste Better” (2).

Clearly, the slogan has an elasticity of message which has allowed Lucky Strike to make health claims whenever convenient or beneficial. The slogan is included on the side of the current packing of the Lucky Strike carton, which reads, “manufacture includes the Lucky Strike process, It's Toasted.”

1. Heimann, Robert K. “Bon Appetit.” American Tobacco. 11 Nov 1970. http://legacy.library.ucsf.edu/tid/dmv60a00

School Days – img3853

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The ads in this theme target young people by featuring high school or university students hawking cigarettes. Graduates in cap and gown, holding cigarettes (as in an ad for Chesterfield from 1940), were used none too subtly to portray smoking as a proud badge of adulthood. All of the leading cigarette brands, including Old Gold, Chesterfield, Cavalier, Winston, Camel, and Lucky Strike, took part in advertising to students. To this day, tobacco companies place point-of-sale advertisements in and around corner stores near high schools, where 3/4 of students reportedly stop by every day.

Ads for Old Gold from the 1920s claim that Yale and Princeton students found Old Golds to be the best of four leading cigarette brands in a blind taste test and that Harvard students liked Old Golds second-best. Decades later, in 1953, Cavalier ran a similar campaign, claiming that “87% of college women” and “83% of Princeton Seniors who were interviewed said ‘Cavaliers are Milder than the brand I had been smoking!’”

Some Chesterfield ads in the 1940s printed college football schedules, one included a smiling young college man with two books tucked under his arm and a caption reading, “the largest selling cigarette in America’s colleges,” and another Chesterfield ad from the period featured a young female model wearing “Chesterfield’s own graduation cap.” Old Gold continued targeting college students in the 1940s with its “Something New Has Been Added” campaign; one of these ads depicted a college man whistling as he walks by a group of co-eds, a shining “G” for Gold on his letterman’s sweater. Winston jumped on the bandwagon in the ’40s, too – an ad depicts two college students sitting on school steps amidst stacks of books as their professor walks by to correct their English, but not their smoking habits. Camel was by no means exempt, featuring a model holding up a college pennant which reads “CAMELS” instead of the name of the alma mater in 1942. In 1959, Lucky Strike was sponsoring and advertising “Campus Jazz Festivals.”

Tobacco companies, which continue to target vulnerable young people today, have a long-standing investment in hooking the teen market. As one R.J. Reynolds internal industry document from 1984 explains, “younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years. They will continue to be just as important to brands/companies in the future…” (1). Young smokers are crucial for tobacco industry success for two reasons: First, the vast majority of smokers begin smoking between the ages of 13 and 21, and almost nobody picks up the habit over the age of 24, thus, as another RJR document explains, “younger adults are the only source of replacement smokers” once older adult smokers pass away (2).

Even after harsh criticism from activists and policy makers, tobacco companies continue to advertise to the youth market. While they claim they target only “informed adults” of at least 21 years of age, recent ad campaigns tell a different story. Take a look at some of our other themes, including “Flavored Tobacco,” “Joe Camel,” “Newport Teases Teens,” and “Recent Menthol” to discover Big Tobacco’s ongoing teen marketing campaigns.

1. Teague, Claude E. “Research Planning Memorandum on Some Thoughts About New Brands of Cigarettes for the Youth Market.” R.J. Reynolds. 2 Feb 1973. http://legacy.library.ucsf.edu/tid/mqu46b00/pdf

2. Burrows, D.S. “Younger Adult Smokers: Strategies and Opportunities.” R.J. Reynolds. 29 February 1984. http://legacy.library.ucsf.edu/tid/tqq46b00/pdf

No Cigarette Hangover – img3829

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In these ads for Philip Morris cigarettes, Philip Morris claims that smokers can avoid “cigarette hangover” when smoking the PM brand. By creating this benign side effect of smoking, and offering a simple solution, Philip Morris evades more serious health concerns.

Ten years prior, Old Gold had dabbled with the “cigarette hangover” concept, claiming “no more smoking hangover” in a 1937 advertisement. A testimonial in the ad explained, “Now that I smoke fresh Old Golds I don’t wake up with that ‘cottony’ feeling in my mouth.” Philip Morris described the symptoms as “that stale, smoked-out taste in your mouth – that dry, tight feeling in your throat.”

Many ads of the campaign read: “…so smooth and mellow you can smoke them in any number without cigarette hangover” (1938).

Not One Single Case – img1644

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To supplement Camel’s “More Doctors Smoke Camels” campaign, the brand added “Not One Single Case of Throat Irritation due to smoking Camels” to its repertoire. The latter slogan laced Camel advertisements from 1947 to 1952, contributing to the brand’s push toward marketing Camels as “healthy” or harmless. The statement was attributed to “noted throat specialists,” but urged consumers to test the results for themselves as well. The medical authority provided the statement with a vote of confidence, and eased the worried public’s concerns over adverse health effects related to smoking.

To supplement Camel’s “More Doctors Smoke Camels” campaign, the brand added “Not One Single Case of Throat Irritation due to smoking Camels” to its repertoire. The latter slogan laced Camel advertisements from 1947 to 1952, contributing to the brand’s push toward marketing Camels as “healthy” or harmless. The statement was attributed to “noted throat specialists,” but urged consumers to test the results for themselves as well. The medical authority provided the statement with a vote of confidence, and eased the worried public’s concerns over adverse health effects related to smoking.

It's Toasted – img13525

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The American Tobacco Company began using the slogan “It’s Toasted” for Lucky Strike cigarettes in 1917. “It’s toasted” referred to the process of heat curing tobacco leaf as opposed to simply sun drying. Purported to “remove harmful corrosive acids (pungent irritants)” and to “sterilize” tobacco, this process of curing tobacco did not in fact differ widely from methods of other manufacturers.

The slogan, still included in small text on Lucky Strike cartons today, has been included in a variety of Lucky Strike campaigns over the decades, ranging from “Cream of the Crop” (1928-1934) to “Fat Shadow” (1929-1930) to throat referrals (1927-1937). The meaning of the message was elastic — it was at some times used to indicate better taste, while at others to indicate less throat irritation.

First used in 1917 on an ad entitled, “Do you like good toast?” the slogan was meant to intone delicious flavor: “Toasting Burley holds the flavor, and helps it… Remember– it’s toasted! Like hot buttered toast.” Perhaps this comparison to toasting and coked food allowed Lucky Strike to position itself as a sterilized cigarette, free of disease such as tuberculosis.

The following year, Lucky Strike continued with the comparison to delicious cuisine, capitalizing on the American public’s preoccupation with the WWI shortage on food; indeed, in 1918, Lucky introduced its “food conservation series” of ads, which provided consumers with advice such as “More Vegetables Less Meat,” “Eat More Corn,” and “Cheese OK’d by Food Administration.” These guidelines followed FDA recommendations on the wartime food shortage in order to legitimize the purchase of Lucky Strike cigarettes.

While the earliest “It’s toasted” ads had boasted great taste, by 1927, Lucky had changed the meaning of the slogan to throat protection: “It’s toasted. Your throat protection – against irritation – against cough.” But by 1955 they were back in the flavor realm, with “It’s toasted to taste better!” In 1970, Lucky Strike was again considering ad copy which would compare its toasted cigarettes to delicious toast. An internal industry document reveals a mock-up ad featuring two boxes of Lucky Strike popping out of a toaster under the header “Bon Appetit: It’s Toasted to Taste Better” (2).

Clearly, the slogan has an elasticity of message which has allowed Lucky Strike to make health claims whenever convenient or beneficial. The slogan is included on the side of the current packing of the Lucky Strike carton, which reads, “manufacture includes the Lucky Strike process, It's Toasted.”

1. Heimann, Robert K. “Bon Appetit.” American Tobacco. 11 Nov 1970. http://legacy.library.ucsf.edu/tid/dmv60a00

Calms your Nerves – img19598

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In a prime example of marketing wizardry, tobacco advertisements have simultaneously presented cigarettes as both sedatives and stimulants. Ads worked to convince consumers that cigarettes would calm the smoker when he felt nervous, or pep him up when he felt sluggish. This theme features ad campaigns from a variety of cigarette brands, all proclaiming cigarettes to be sedatives. Many of the ads in this theme are for Camel cigarettes, and claimed that only Camel cigarettes “do not upset your nerves.” This claim implied that other cigarette brands are stimulants and do cause people to get the jitters, but Camels are the exception. Though Camel was prolific in their anti-nerves campaigns in the 1930s, they were certainly not the only tobacco brand to approach this advertising technique, nor the first.

In 1918, Girard cigars claimed that their cigar “never gets on your nerves,” a slogan which Camel also used over a decade later in 1933. Girard’s ads pose questions that many readers would invariably answer in the affirmative: “Are you easily irritated? Easily annoyed? Do children get on your nerves? Do you fly off the handle and then feel ashamed of yourself?” The ad forces most readers to question their behavior and convinces them that they need intervention, when prior to reading the ad, they felt nothing was wrong. The ad posits Girard as at least one thing that won’t cause anxiety and as the solution to the problems people never even knew they had.

Other ads positioned also their products as relaxing agents. A 1929 ad for Taretyon cigarettes claims that “Tareytons are the choice of busy, active people. People whose work requires steady nerves.” Similarly, many of Camel’s ads explain that people in high pressure situations can’t afford to feel nervous or to have shaky hands (sharpshooters, circus flyers, salesmen, surgeons). The ads don’t provide the reader with the opportunity to think that avoiding cigarettes altogether would be an option if they were worried about the nervous effects of smoking; Instead, Camels are presented as the only “solution” to the nicotine-jolt problem. The ads target a wide variety of audiences, both male and female, young and old, daredevil and housewife. Camel ensures that everyone feels the need for a Camel fix, siting common fidgets like drumming one’s fingers, tapping one’s foot, jingling one’s keys, and even doodling as signs that someone has “jangled nerves.”

Still more brands took the anti-anxiety approach in their ads. In 1933, Lucky Strike advertised that “to anxiety – I bring relief, to distress – I bring courage.” One such ad features a man sitting nervously in the waiting room of a dentist’s office as a woman offers him a Lucky Strike to ease his nerves. Similarly, a 1929 ad for Spud cigarettes poses the question: “Do you smoke away anxiety?” Presuming you answered yes, the ad explains, “then you’ll appreciate Spud’s greater coolness.” The 1938 “Let up – Light up a Camel” campaign explained that “people with work to do break nerve tension” with Camels, and that “smokers find that Camel’s costlier tobaccos are soothing to the nerves!” Even 20 years later, in 1959, King Sano cigars advertised that “the man under pressure owes himself the utter luxury of the new ‘soft smoke’ King Sano.”

Also of note, many of these ads claim that Camels provide their smokers with “healthy nerves,” misleadingly implying that Camel cigarettes themselves are healthy.