Sure, I know that 90% of cigarette smoke is made up of gasesI even know that Lark's Gas-Trap filter uses activated, fortified, charcoal granules. That they are one of the most effective filter materials known to modern science.
This advertisement emphasizes that Lark cigarettes are less harmful than other cigarettes. Their slogan, “Tell someone you like about Lark’s Gas-Trap filter” implies that you will be doing others a service – keeping them healthy – if you tell them about Lark’s “effective” Gas-Trap filters. The health claims featured in this campaign which began in 1968, resulted from spurious FTC studies which indicated that that lower mortality rates were associated with lower tar and nicotine levels. These studies led to a 39 percent decline in the average tar yield of cigarettes between 1968 and 1981 (http://tobaccodocuments.org/rjr/506613461-3570.html page 36). The filter in this advertisement is advertised as extremely advanced, using “the most effective filter materials known to modern science.” The emphasis on science and advancement is crucial. This ad in particular shows a woman working on an old horseless buggy. While she is doing masculine work, her dimples, blond hair, and revealed midriff keep her decidedly feminine.
Car, Female, Gas-Trap filter, sex appeal, Teen, woman, young adult
