Across the dinner table, across the nation- whenever smokers turn the talk to cigarettes- Camels get the nod. Thousands upon thousands pass the word around: Smoke Camels for 30 days and see how mild a cigarette can be!
While this ad urges the consumer to “see how Camel mildness agrees with your throat,” explaining that “there’s nothing like convincing yourself,” the ad also takes it upon itself to tell you the opinions of many others, ranging from “thousands upon thousands” of smokers who took the 30-day challenge and racecar driver Bill Holland (1907-1984). In this way, the ad simultaneously provides the consumer with a sense of independence and autonomy – a common tactic in cigarette advertising, even today – while also providing reassurance and recommendation from authority figures. The overall message is a false health claim insisting that Camels are easy on the throat, or “mild,” a code word indicating a more healthful cigarette. The ad combines all three of the popular Camel slogans of the time, T-Zone, 30-Day test, and “More Doctors Smoke Camels.” Most obnoxious is the claim, “No throat irritation due to smoking Camels!” which can hardly be proved in 30 days. Holland passed away in 1984 from Alzheimer’s; a study by Kaiser Permanente indicates that risk for Alzheimer’s doubles in heavy mid-life smokers compared to non-smokers.
Doctor, Female, Irritation, Male, Mild, Throat
