Twice as many filter traps as any other brand.
Viceroy advertises “twice as many filter traps” as other brands – 20,000 rather than 10,000. What this truly means for health and safety is unclear, but the ad counts on consumers believing that more is better. Its claim that “You can really depend on Viceroy” portrays the cigarette as an aide, rather than as a health concern. People with “Happy Throats” are advertised singing the Viceroy jingle at a birthday party (they lived another year!). The supposed safety of these filter traps depends on language which portrays the filters as modern and pure: “made through the solubilization of pure natural material.” Modern technology and scientific advancements, usually fake ones, are cited often in cigarette advertisements to fool consumers into believing a cigarette is more advanced, healthier, and safer than “old” cigarettes.
Female, Filter, Irritation, Male, Singer, Throat