Guard Your Throat – img2647

For your Throat

Guard Your Throat

1930

Pall Mall

American Cigarette & Cigar Co.

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Cigarette

Its greater length of traditionally fine, mellow tobaccos serves as a longer, natural filter to screen and cool the smoke on the way to your throat- yes, filters the smoke and makes it mild.

According to this ad, Pall Mall “filters the smoke and makes it mild.“ Mildness was a code word, the opposite of harshness, meant to implant the notion that Pall Malls are a more healthful brand than the competition – “mildness” was intended to mean Pall Malls were easier on the throat. The ad claims that it is the length of the cigarette which acts as a “natural filter,” a common misconception presented in many cigarette ads. The phrase “good to smoke” further portrays Pall Malls as healthy.

Filter, Male, Mild, Throat