20,679 Physicians say 'Luckies' are less irritating
This is an iconic image of Lucky Strike’s “20,679 Physicians Say” campaign, and due to its manipulative quackery, it has become the iconic image of our exhibit as well – a stellar example of the patently false and deceptive claims put forth by tobacco companies. The smiling, benign and all-knowing physician exudes reassurance to a public worried about the health consequences of smoking. The pack of cigarettes which he holds out to his trusting patient is larger than his head, making it seem all the more important. The number of physicians who are reported to find Luckies “less irritating,” 20,679, seems more believable than a rounded number would. The false health claims, like “less irritating” and “throat protection against irritation against cough” are utilized for years after the 20,679 campaign ends. Later, such health claims were alluded to solely by the slogan “It’s toasted,” which became a code word for healthful.
Cough, Doctor, Irritation, Male, Throat, Toasted
