SRITA

Stanford Research into the Impact of Tobacco Advertising

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Throat Doctors – img0111

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It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Your Adam's Apple – img2672

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This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2046

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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.

Freshness – img3503

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Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3540

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3572

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Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13040

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Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0727

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The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Throat Doctors – img0112

by

It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Your Adam's Apple – img2673

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Belair Classics – img7767

by

When menthol cigarettes were first brought to market, they were advertised to the general population as an occasional cigarette to smoke when sick or suffering from smoker’s cough. However, the 1960s brought along the beginnings of a different image for the menthol cigarette. In 1969 alone, Lorillard increased its “Negro market budget” by 87% over 1968 due to increased efforts marketing its menthol cigarette, Newport, to the African American market. Likewise, British American Tobacco doubled their budget from 1968 to 1969 in order to increase African-American radio station coverage for its menthol cigarette, Kool (1). 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 (2).

Recent menthol ads are clearly marketed toward a younger, urban demographic. Many of the ads feature models of a variety of ethnicities, and African Americans are particularly targeted. Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a model smoking in green, mentholated ecstasy. Other Salem ads from the 2000s reveal clear youth targeting through a risk-taking appeal. For example, one of the ads presents an “underground” party, another presents a couple with an intertwining, extreme tattoo, and a third presents a scantily clad woman riding on the back of a man’s motorcycle – all in urban settings.

Kool’s advertisements from 2005 used the slogan “Be True,” which urged consumers to not only be true to themselves, but also to be true and loyal to the brand. Accompanying the “Be True” slogan was a variety of phrases such as “Be Passionate,” “Be Original,” “Be Smooth,” and “Be Bold,” all of which appeal to adolescents and young adults trying to “find themselves” and develop a sense of self. The “Be True” ads largely feature musicians, ranging from guitar players to disc jockeys, and their ethnicities are also noticeably diverse. In our collection, Asians, African Americans, and Caucasians are all represented in the “Be True” ad campaign. Other Kool campaigns from the 2000s, like “House of Menthol,” are more transparently urban-oriented, featuring boom boxes, speaker systems, microphones, graffiti, or skyscrapers. A subset of these ads features the “Kool Mixx” which claims to “celebrate the soundtrack to the streets” through limited edition cigarette packs. Urban youth were clearly a priority.

1. “A Study of Ethnic Markets.” R.J. Reynolds Tobacco Co. Sept 1969. http://legacy.library.ucsf.edu/tid/paq76b00

2. Wilson, Duff. “Advisory Panel urges F.D.A. to re-examine menthol in cigarettes.” The New York Times. 18 March 2011. http://www.nytimes.com/2011/03/19/business/19tobacco.html

Freshness – img3504

by

Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3541

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Sunshine Mellows – img13060

by

Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0729

by

The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Dentist Recommends – img0163

by

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.

Your Adam's Apple – img2674

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2047

by

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.

Belair Classics – img7727

by

When menthol cigarettes were first brought to market, they were advertised to the general population as an occasional cigarette to smoke when sick or suffering from smoker’s cough. However, the 1960s brought along the beginnings of a different image for the menthol cigarette. In 1969 alone, Lorillard increased its “Negro market budget” by 87% over 1968 due to increased efforts marketing its menthol cigarette, Newport, to the African American market. Likewise, British American Tobacco doubled their budget from 1968 to 1969 in order to increase African-American radio station coverage for its menthol cigarette, Kool (1). 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 (2).

Recent menthol ads are clearly marketed toward a younger, urban demographic. Many of the ads feature models of a variety of ethnicities, and African Americans are particularly targeted. Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a model smoking in green, mentholated ecstasy. Other Salem ads from the 2000s reveal clear youth targeting through a risk-taking appeal. For example, one of the ads presents an “underground” party, another presents a couple with an intertwining, extreme tattoo, and a third presents a scantily clad woman riding on the back of a man’s motorcycle – all in urban settings.

Kool’s advertisements from 2005 used the slogan “Be True,” which urged consumers to not only be true to themselves, but also to be true and loyal to the brand. Accompanying the “Be True” slogan was a variety of phrases such as “Be Passionate,” “Be Original,” “Be Smooth,” and “Be Bold,” all of which appeal to adolescents and young adults trying to “find themselves” and develop a sense of self. The “Be True” ads largely feature musicians, ranging from guitar players to disc jockeys, and their ethnicities are also noticeably diverse. In our collection, Asians, African Americans, and Caucasians are all represented in the “Be True” ad campaign. Other Kool campaigns from the 2000s, like “House of Menthol,” are more transparently urban-oriented, featuring boom boxes, speaker systems, microphones, graffiti, or skyscrapers. A subset of these ads features the “Kool Mixx” which claims to “celebrate the soundtrack to the streets” through limited edition cigarette packs. Urban youth were clearly a priority.

1. “A Study of Ethnic Markets.” R.J. Reynolds Tobacco Co. Sept 1969. http://legacy.library.ucsf.edu/tid/paq76b00

2. Wilson, Duff. “Advisory Panel urges F.D.A. to re-examine menthol in cigarettes.” The New York Times. 18 March 2011. http://www.nytimes.com/2011/03/19/business/19tobacco.html

Freshness – img3505

by

Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Pure & Clean – img3573

by

Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Fresh as Mountain Air – img9657

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Sunshine Mellows – img13061

by

Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0728

by

The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Your Adam's Apple – img2675

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img7966

by

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.

Freshness – img3506

by

Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3542

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3574

by

Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13062

by

Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0730

by

The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Your Adam's Apple – img2676

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2048

by

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.

Mouth Happy – img1806

by

Menthol cigarettes were introduced in the 1930s as special-purpose cigarettes. Menthol is a mint extract which triggers a sensation of coolness when it comes in contact with the mouth and throat. Advertisers for these brands 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. The small print on of the Spud ads in this theme reads, “Your mouth will keep as fresh as a May morning. They have a way all their own of cooling smoke . . . Sifting out irritants . . . Giving you dewy-fresh flavor.” This text implies that other cigarette smoke is too hot and contains harsh irritants. Instead of advising smokers to quit, however, these 1930s ads urged smokers to switch to Spuds. One such advertisement advises consumers to smoke Spuds so as not to “let heavy smoking make your mouth ‘quit’ the party.” Other ads in the theme liken smoking Spuds to eating foods that require an acquired taste, like Roquefort cheese, mushrooms, olives, or caviar. Still another ad alerts young smokers that they can keep their mouths fresh and cool with Spuds for a “heavy date.” Though only some of the ads are part of the “Be ‘Mouth-Happy’” campaign, all of these ads concentrate on the mouth – from taste, to breath, to throat irritation.

While menthol cigarettes are not actually cures for sore throats or the common cold, the menthol additive does act to temporarily reduce the irritating properties of nicotine and other cigarette byproducts inhaled through cigarette smoke, providing a smoker with the illusion that menthols contain curative powers (1). Indeed, the history of the invention of menthol cigarettes finds its roots in sore throat treatments: When Lloyd “Spud” Hughes stored his cigarettes in the tin already containing the menthol crystals meant to cure his sore throat, he stumbled upon a tobacco recipe which struck him rich – and which still makes the industry millions of dollars to this day – mentholated cigarettes. After his chance discovery in the 1920s, Hughes began marketing his mentholated cigarettes as “Spuds” and patented the process of treating tobacco with menthol in 1925. In the summer of 1926, the Axton-Fisher Tobacco Company began manufacturing Spuds for Hughes.

1. Benowitz, N. and Samet, J. “The Threat of Menthol Cigarettes to U.S. Public Health.” The New England Journal of Medicine. 2011.

Freshness – img3507

by

Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3543

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3575

by

Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13063

by

Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img9862

by

The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Your Adam's Apple – img6758

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Healthy Cigars and Pipes – img1503

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“Healthy” cigars and pipes were blatantly advertised well into the first half of the 20th century alongside their cigarette counterparts. Many of these advertisements claimed that if the consumer smoked the pipe or cigar in question, he would live longer or be healthier. A turn-of-the-century pipe, “the Harmless Smoker,” was advertised under the slogan, “Don’t Kill Yourself Smoking – Use the Harmless Smoker.” As late as 1931, Thompson’s Mell-O-Well Cigars claimed that physicians referred to their brand as “a health cigar.”

It is important to note that the tobacco smoke in pipes and cigars has a much higher alkalinity (with a pH of about 8.5) when compared to that of cigarettes (with a pH of about 5.3). The higher the smoke’s alkalinity, the more difficult it is for a smoker to inhale, as the smoke becomes too irritating, causing the lungs to reject the smoke. However, this does not mean that pipes or cigars are safe. In fact, studies have revealed a high rate of mouth cancer – especially cancer of the lip – associated with pipe smoking. Studies have also shown that cigars pose a higher amount of secondhand smoke exposure than cigarettes because they contain more tobacco that burns for a longer period of time. Today, hookah, a water pipe also known as shisha, is finding increasing popularity among youth as a “safe alternative” to smoking cigarettes – a misconception. Smoking hookah is strongly linked to oral and lung cancer, heart disease, and other tobacco-related illnesses, and studies have shown that more carbon monoxide is inhaled through hookah than through cigarettes.

Miracle Tip – img2049

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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.

Freshness – img3508

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Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3544

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In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3576

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Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13064

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Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img9863

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The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

20,679 Physicians – img0107

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As the “More Doctors Smoke Camels” campaign theme demonstrates, one common technique wielded by the tobacco industry to reassure a worried public was to incorporate images of physicians in their ads. The none-too-subtle message was that if the doctor, with all of his expertise, chose to smoke a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. (It was contrary to accepted medical ethics at the time for doctors to advertise.) Instead, the images always presented an idealized physician – wise, noble, and caring – who enthusiastically partook of the smoking habit. All of the “doctors” in these ads came out of central casting and were simply actors dressed up to look like doctors. Little protest was heard from the medical community or organized medicine, perhaps because the images showed the profession in a highly favorable light. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not arrive until later.

Most notable in this theme are the “20,679 Physicians” advertisements, which ran from 1928 to 1932 and claimed that physicians found Lucky Strike cigarettes “less irritating.” The campaign began with a smaller number of physicians listed, as our ads demonstrate: An ad from 1927 claims that 9,651 doctors answered “yes” to an arbitrary survey question released by the American Tobacco Company regarding protection of the throat. Another ad from 1927 lists 11,105 physicians as supporters. These “exact” numbers made the claim appear more reliable. Also included in this theme are two contemporaneous Chesterfield ads from 1931, one of which depicts a doctor actually prescribing Chesterfield cigarettes to a patient. These Chesterfield ads present no survey data. However, they attempt to trick careless consumers who quickly scan the ad by listing the total number of pharmacists (110,108) and the total number of physicians (152,503) in the U.S.A. These numbers have nothing to do with Chesterfield cigarettes, but at a quick glance they appear to reflect the numbers of pharmacists or physicians in support of Chesterfield cigarettes.

Your Adam's Apple – img2677

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This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img7967

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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.

Fresh as Mountain Air – img3545

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In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3577

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Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13065

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Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0731

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The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Throat Doctors – img9453

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It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Your Adam's Apple – img2678

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2050

by

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.

Fresh as Mountain Air – img3546

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3578

by

Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13066

by

Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0732

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The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Throat Doctors – img11320

by

It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Your Adam's Apple – img2679

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2051

by

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.

Freshness – img3509

by

Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3547

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3579

by

Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13067

by

Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0733

by

The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

20,679 Physicians – img0110

by

As the “More Doctors Smoke Camels” campaign theme demonstrates, one common technique wielded by the tobacco industry to reassure a worried public was to incorporate images of physicians in their ads. The none-too-subtle message was that if the doctor, with all of his expertise, chose to smoke a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. (It was contrary to accepted medical ethics at the time for doctors to advertise.) Instead, the images always presented an idealized physician – wise, noble, and caring – who enthusiastically partook of the smoking habit. All of the “doctors” in these ads came out of central casting and were simply actors dressed up to look like doctors. Little protest was heard from the medical community or organized medicine, perhaps because the images showed the profession in a highly favorable light. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not arrive until later.

Most notable in this theme are the “20,679 Physicians” advertisements, which ran from 1928 to 1932 and claimed that physicians found Lucky Strike cigarettes “less irritating.” The campaign began with a smaller number of physicians listed, as our ads demonstrate: An ad from 1927 claims that 9,651 doctors answered “yes” to an arbitrary survey question released by the American Tobacco Company regarding protection of the throat. Another ad from 1927 lists 11,105 physicians as supporters. These “exact” numbers made the claim appear more reliable. Also included in this theme are two contemporaneous Chesterfield ads from 1931, one of which depicts a doctor actually prescribing Chesterfield cigarettes to a patient. These Chesterfield ads present no survey data. However, they attempt to trick careless consumers who quickly scan the ad by listing the total number of pharmacists (110,108) and the total number of physicians (152,503) in the U.S.A. These numbers have nothing to do with Chesterfield cigarettes, but at a quick glance they appear to reflect the numbers of pharmacists or physicians in support of Chesterfield cigarettes.

Throat Doctors – img9454

by

It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Your Adam's Apple – img2680

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2052

by

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.

Freshness – img3510

by

Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3548

by

In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3580

by

Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13068

by

Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0734

by

The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

20,679 Physicians – img8822

by

As the “More Doctors Smoke Camels” campaign theme demonstrates, one common technique wielded by the tobacco industry to reassure a worried public was to incorporate images of physicians in their ads. The none-too-subtle message was that if the doctor, with all of his expertise, chose to smoke a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. (It was contrary to accepted medical ethics at the time for doctors to advertise.) Instead, the images always presented an idealized physician – wise, noble, and caring – who enthusiastically partook of the smoking habit. All of the “doctors” in these ads came out of central casting and were simply actors dressed up to look like doctors. Little protest was heard from the medical community or organized medicine, perhaps because the images showed the profession in a highly favorable light. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not arrive until later.

Most notable in this theme are the “20,679 Physicians” advertisements, which ran from 1928 to 1932 and claimed that physicians found Lucky Strike cigarettes “less irritating.” The campaign began with a smaller number of physicians listed, as our ads demonstrate: An ad from 1927 claims that 9,651 doctors answered “yes” to an arbitrary survey question released by the American Tobacco Company regarding protection of the throat. Another ad from 1927 lists 11,105 physicians as supporters. These “exact” numbers made the claim appear more reliable. Also included in this theme are two contemporaneous Chesterfield ads from 1931, one of which depicts a doctor actually prescribing Chesterfield cigarettes to a patient. These Chesterfield ads present no survey data. However, they attempt to trick careless consumers who quickly scan the ad by listing the total number of pharmacists (110,108) and the total number of physicians (152,503) in the U.S.A. These numbers have nothing to do with Chesterfield cigarettes, but at a quick glance they appear to reflect the numbers of pharmacists or physicians in support of Chesterfield cigarettes.

Throat Doctors – img9455

by

It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Your Adam's Apple – img2681

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This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2053

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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.

Doctor Ordered – img7955

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This theme features a variety of ads which profess filter cigarettes to be “just what the doctor ordered!” In these L&M advertisements from the early 1950s, “just what the doctor ordered” has a double-meaning. Not only does it 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 healthfulness. Similar contemporaneous advertisements from Viceroy claim that their filter cigarettes are healthy because doctors recommend Viceroys to patients. Obviously, these ads claim health benefits for filters, though filters actually 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.

One such article, entitled “How Harmful are Cigarettes?” (1950), notes that artificial filters “take out some nicotine” since people are “aware that nicotine is a killer” (1). The article states that silica-gel cartridges remove 60% of nicotine from cigarettes. This article spurred Viceroy to print advertisements a week later which read, “Reader's Digest tells why filtered cigarette smoke is better for your health.” These health claims sparked a boom in Viceroy cigarette sales as well as an onslaught of new filter cigarette brands flooding the market. Kent was introduced in 1952 with a filter made of treated asbestos on crepe paper. In 1953, L&M followed with a “miracle tip” and Philip Morris advertised its di-ethylene glycol (Di-Gl) filter cigarette as “the cigarette that takes the FEAR out of smoking.” In the next two years, Marlboro was re-released as a filter cigarette which targeted men (it had previously been a cigarette targeting women, with a “beauty tip to protect the lips”), and Winston was introduced with a hefty advertising budget of $15 million.

Freshness – img3511

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Tobacco ads are notorious for broadcasting what can only be called the “Big Lie” – how else could the inhalation of smoke of any kind be compared to breathing in “mountain air?” In these advertisements, smoke is presented to consumers as “fresh” and “clean,” and particular brands are advertised as “springtime fresh” or even “the refreshest.” Ads offering freshness continued well beyond the 1950s, portraying verbal or visual themes of outdoor recreation, mountain air, clean rushing streams, and more.

Early on, the freshness theme became grist for the industry’s “tit for tat” advertising. Indeed, while The American Tobacco Company advertised that Lucky Strikes were better because they were “toasted,” R.J. Reynolds countered that their Camels were superior because they were “naturally fresh: never parched, never toasted!” Camel also offered an alternative meaning of the word “fresh” by heavily promoting its cellophane wrapper, intended to keep cigarettes from going stale on store shelves.

Freshness was also commonly used as a kind of code-word for healthfulness. Slogans used in tobacco ads called to mind the “cool” of ice or the fresh healing virtues of springtime mountain pastures. “Kool” and other menthol brands were also supposed to deliver a kind of hospital-like sense of sanitary safety, and one company implied cleanliness in its very name. “Sano” cigarettes didn’t last very long: they didn’t deliver as much in the way of tar or nicotine as more popular brands and their marketing skill lagged behind that of the bigger players. By contrast, menthol brands grew in popularity after the postwar “health scare,” and many other forms of “health reassurance” were offered (space-age filters of myriad sorts, promises of low-tar and/or nicotine deliveries, eventually “lights,” etc.).

Fresh as Mountain Air – img3549

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In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3581

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Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13069

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Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0735

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The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Smoking Guns – img12151

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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.

Throat Doctors – img11321

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It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Your Adam's Apple – img2682

by

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”

Miracle Tip – img2055

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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.

Fresh as Mountain Air – img3550

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In the 1930s and 1940s, Old Gold ran a series of campaigns touting “freshness” in their cigarettes. In these ads, “freshness” has a double-meaning, appearing on the surface to relate solely to whether or not the cigarettes become stale while sitting on the shelves; However, the word “fresh” is also a not-so-subliminal metaphor for healthfulness, purity, and refreshment. Ads claiming Old Golds were “Fresh as mountain air” or “Fresh as a spring crocus” (a type of flower), most clearly betray Lorillard’s true intentions. Indeed, Old Gold’s claim to “freshness” was a dangerous and misleading health claim, working to convince consumers that Old Golds were safe, and perhaps even beneficial, to their health.

Two “innovations” for the brand provided Lorillard with the opportunity to advertise its cigarettes as fresh. First, a “double-jacket” of cellophane – that is, two layers of cellophane – was wrapped around each pack, keeping Old Golds “factory-fresh,” and allowing Lorillard to advertise its cigarettes as such. The second innovation was the addition of apple “honey” as the humectant (the agent used to keep the tobacco leaves from drying out) in Old Gold’s tobacco. Apple honey – reportedly discovered through a partnership between Old Gold and the U.S. Department of Agriculture in 1943 – was Old Gold’s solution to overcoming the wartime shortage of humidifying agents. Of course, the use of apple honey also allowed for the consumer to make the subconscious leap to Old Golds being “honey for the throat.” This effect, coupled with the inference that “freshness” meant healthfulness, contributed to Old Gold’s ability to present its brand as healthful without directly making false health claims.

Pure & Clean – img3582

by

Tobacco companies have claimed that their cigarettes are “pure” or “clean” for decades. In the 1930s, the question of purity was more about sanitation during production and manufacture, as was the case for Chesterfields, or about additives in tobacco, as was the case for Old Golds. Later, after the “health scare,” purity referred to how “clean” a cigarette’s smoke could become after filtration.

In the early 1930s, Chesterfield began advertising its cigarettes as “PURE,” touting the “cleanest ‘bill of health’ any cigarette could rate.” Ad copy compared Chesterfield cigarettes to “pure food, pure milk, pure water,” thereby aligning cigarettes with these everyday necessities for living and for maintaining health. One of these ads claims that Chesterfield cigarettes are “scientifically purer” in every way. It claimed that the paper wrapped around Chesterfield tobaccos is “so pure it burns without any taste or odor,” and cites a “highly scientific process” which allows Chesterfield to reach “a state of purity unmatched” by other cigarette brands. Another ad hones in on the paper-making process, and includes an illustration and an explanation of how Chesterfield’s paper is made: “the linen pulp of the flax plant is washed over and over again in water as pure as a mountain stream.” In addition, Chesterfield claims that “every ingredient” in its cigarettes and “every method” used in their manufacture is checked by scientists; “Even the factory air is washed, and changed every 4 ½ minutes. More purity!” a number of ads exclaim.

Also in the early 1930s, Old Gold used the slogan “Pure tobacco… no artificial flavors” as a method for claiming less throat irritation. It is interesting to note that recently, the health focus has again shifted toward additive-free cigarettes, as is the case with Natural American Spirit.

Later, after the introduction of the “health scare” and the influx of filter cigarettes on the market, many tobacco brands began describing the smoke inhaled through their filters as “pure” or “clean.” In 1959, for example, King Sano boasted “America’s purest tobacco taste.” (King Sano’s name alone harkens back to the Chesterfield ads of the 1930s and their preoccupation with sanitation.) Other filter brands also hopped on the pure and clean bandwagon. Fleetwood cigarettes advertised “a cleaner, finer smoke.” One Fleetwood ad from 1943 depicts a kitten licking its paw above the caption, “Every puff of Fleetwood smoke Cleans Itself!” In the 1960s, Parliament ads reached out to women with the slogan, “if you like things neat and clean, you’ll like Parliament,” referring to the smoke filtered through Parliament’s recessed, hi/fi filter.

These claims of purity present pure tobacco as safe, and distract consumers from what should be the real concern: tobacco in its purest form is deadly.

Sunshine Mellows – img13070

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Lucky Strike’s “Sunshine Mellows” campaign (1931) claimed that the brand used Ultra Violet Rays in its “toasting” process because “everyone knows that sunshine mellows.” The ads featured models tanning on the beach, soaking up the sun’s rays in bathing suits while appearing healthy with flushed cheeks and sun-kissed skin.

The photo captions explain the health benefits of sunshine – “The advice of your physician is: keep out of doors, in the open air, breathe deeply; take plenty of exercise in the mellow sunshine, and have a periodic check-up on the health of your body.” This medical advice mirrors that employed in sanatoriums, tuberculosis treatment centers which advocated heliotherapy and sunbathing as methods to treat tuberculosis patients prior to the mass production of penicillin in the 1940s.

The secondary slogan for these ads, listed after “Sunshine Mellows,” is “Heat Purifies.” This slogan suggests that the toasting process also provides a sanitization and purification of the tobacco leaf. A Lucky strike pamphlet claimed that “As it [the tobacco] tosses and turns in this huge chamber every shred is irradiated . . . every golden strand is mellowed, toned up” (1).

Both slogans, “Sunshine Mellows” and “Heat Purifies” are health claims attributed to the “It’s Toasted” campaign. While the earliest “It’s toasted” ads from 1917 and 1918 had boasted great taste, by 1927, Lucky had changed the meaning of the slogan from indicating great taste to indicating throat protection: “It’s toasted. Your throat protection – against irritation – against cough” and health benefits such as those purported by “Sunshine Mellows.” But by 1955 Lucky Strike was back in the flavor realm, with “It’s toasted to taste better!” Clearly, the slogan has an elasticity of message which allowed Lucky Strike to make health claims whenever convenient or beneficial.

1. “’Sold American’, ‘It’s Toasted’, ‘Sunshine Mellows’, Judge This Evidence For Yourself, Luckies Finer Tobaccos Means Natural Mildness.” American Tobacco. 1940. http://legacy.library.ucsf.edu/tid/pdx15f00

Keep Kissable – img0736

by

The ads In Old Gold’s “Keep Kissable” campaign claim that Old Gold cigarettes lack “breath-tainting” and teeth-staining properties, making them the perfect choice for a kiss. Many of the ads in this campaign targeted women who were concerned that cigarettes would cause yellowed teeth and bad breath. The ads attempted to dispel these fears in women by urging them to “keep kissable” with Old Golds. P. Lorillard employed pseudoscience in the copy text, claiming that the “greasy artificial flavorings” in most cigarettes are the cause of yellowed teeth, rather than the actual source – nicotine. Old Gold claims that their “100% natural” flavors allow their cigarettes to prevent the teeth-staining associated with smoking, though this claim is entirely false. Additionally, Old Gold cigarettes are described in this ad as comparable to “honey to your throat,” and “not a cough in a carload,” indicating that the “natural flavors” are also supposed to suppress the damage smoking has on your throat – another entirely false claim.

Throat Doctors – img11322

by

It was common in the late 1920s and early 1930s for tobacco companies to enlist “throat specialists” as endorsers of their products. The public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians, especially otolaryngologists (ear, nose, and throat doctors) would ease general concern. The none-too-subtle message was that if the throat doctor, with all of his expertise, chose to smoke a particular brand or to recommended a particular brand, then it must be safe. Unlike with celebrity and athlete endorsers, the doctors depicted were never specific individuals, because physicians who engaged in advertising would risk losing their license. It was contrary to accepted medical ethics at the time for doctors to advertise, but that did not deter tobacco companies from hiring handsome talent, dressing them up to look like throat specialists, and printing their photographs alongside health claims or spurious doctor survey results. These images always presented an idealized physician – wise, noble, and caring. This genre of ads regularly appeared in medical journals such as the Journal of the American Medical Association, an organization which for decades collaborated closely with the industry. The big push to document health hazards also did not appear until later.

In this theme, otolaryngologists urge consumers to “give your throat a vacation” with Camels in 1931, and as late as 1950, the throat specialists are pictured examining a smoker for her “Camel 30-day mildness test.” In a 1930 advertisement, Robert Ripley, of “Ripley’s Believe it or Not” fame, performs a cigarette test on “a group of throat specialists” and digs up “certified proof” that they prefer Old Golds. From 1948 to 1952, a number of actors dressed as otolaryngologists, identified by the head mirror, recommend De-Nicotea filters for a “less irritating” smoke. Chesterfield jumps on the band wagon in 1952, and even Kool’s Willie the Penguin dresses up in otolaryngologist garb and poses in front of a diploma awarded to “Doctor Kool” in 1938. All of these brands used the specialized field of otolaryngology to present their cigarettes as healthful rather than harmful. It is ironic that they all manage to reveal the negative potential of cigarettes in the process by admitting, through their use of doctors and medical claims, that there are health concerns surrounding cigarettes to begin with.

Guard Your Throat – img2635

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When the general public began to grow more concerned about the ill effects of smoking in the first half of the twentieth century, the tobacco industry worked intensively on its advertising copy in order to reassure smokers as to the healthfulness and safety of cigarettes. The audacity of the industry was such that industry powerhouses weren’t satisfied with simply denying health concerns. Instead, they actually claimed health benefits. Brand X, Y, or Z claimed its cigarettes were “good for the throat,” provided “extra protection,” or could be smoked as a “prevention” against throat illness. Across the board, tobacco brands touted these ludicrous, false health claims.

The primary health concerns presented in the advertisements in the first half of the twentieth century revolved around non-fatal conditions like coughing and throat irritation. This approach served to lessen any fear regarding serious health concerns by choosing to instead concentrate on the less frightening side effects of smoking. For these ads, Big Tobacco employed an advertising technique known as “problem-solution” advertising; the advertisement provides the problem (coughing due to smoking, for example), as well as the solution (smoke brand X). Of course, the “solution” is deceptive, and many companies were ordered by the Federal Trade Commission (FTC) to discontinue printing certain advertisements. However, it wasn’t until 1938 that the Federal Trade Commission (FTC) was officially granted the power to regulate advertising that was “unfair or deceptive” to consumers. Before that time, the FTC regulated advertisements insofar as they would harm competitors rather than consumers . The 1940s and 1950s saw great strides in regulation on health claims, but it also saw quick-witted tobacco companies able to alter a word here or there in order to avoid regulation. Tobacco companies claimed throat protection well into the 1950s.

Your Adam's Apple – img2683

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This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike “expels harsh irritants.” The ads urged consumers to “consider your Adam’s Apple!!” which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines “Adam’s Apple” as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman’s throat claims that Luckies are “always kind to your throat.” Most ridiculously of all, the copy text claims that the “harsh irritants” in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to “manufacturers of chemical compounds.”