No curative power is claimed for Philip Morris but an ounce of prevention is worth a pound of cure.
Johnny Roventini (1910-1998), the famous Philip Morris spokesperson, is shown “calling” for Philip Morris at the bottom of this ad. The majority of the advertisement is filled by the image of a man’s hands holding a pack of Philip Morris while pointing a pen toward the brand name. These hands are likely meant to be interpreted as belong to a doctor. The slogan, “An ounce of prevention is worth a pound of cure,” Philip Morris presents its brand as the healthiest cigarette option. The false health claims abound: According to the ad, “eminent doctors” found that “every case of irritation of the nose or throat – due to smoking – either cleared up completely or definitely improved” after the smokers switched to Philip Morris cigarettes. With statements like the previous, it is shocking to read Philip Morris’ assertion that “no curative power is claimed.” The ad is masquerading as honest, while it is actually manipulative, capitalizing on the public’s worries over smoking-related health conditions.
Actor, Child, Doctor, Health, Johnny Roventini, Male, Throat
