. . . represent the opinion and experience of doctors, those whose business it is to know
This advertisement cites meaningless figures indicating that 9,651 doctors surveyed believe the toasting process to “free the cigarette from irritation to the throat” and 11,105 doctors surveyed believe Lucky Strikes are “less irritating to sensitive or tender throats.” There is no data, however, on the total number of doctors surveyed or the percentage of doctors this number covers. Additionally, of course, few if any doctors surveyed had any expertise qualifying them to judge the effectiveness of a heat curing process in purportedly removing chemical irritants for cigarette smoke, despite Lucky’s claim that doctors are “those whose business it is to know.” This advertisement represents a shift away from celebrity endorsements toward the doctor campaign, but maintains continuity by including a testimonial as well. Tobacco companies often combined old copy with new copy during transition between campaigns. This ad uses a testimonial from a French politician, the 75th Prime Minister of France, Joseph Caillaux (1863-1944), whose voice was clearly worth protecting.
Cough, Doctor, Elderly, Female, Irritation, Male, Throat, Toasted