Collection: Miracle Tip
This theme features a variety of L&M ads from 1954 and 1955 professing health benefits for L&M’s “Miracle Tip,” although filters did little to truly reduce the hazards of smoking. Indeed, tobacco industry chemists were well aware that most filters actually removed no more tar and nicotine than would the same length of tobacco. However, a series of Reader’s Digest articles worked to publicize these dubious health claims for filters in the 1950s. L&M advertised its filter as “pure white inside, pure white outside for cleaner, better smoking” or “white…all white…pure white.” By implying that the pure whiteness of the filter equates to pure healthfulness, L&M unabashedly presented a logical fallacy which cons concerned consumers into choosing L&M as a “safe” cigarette. Additionally, the L&M filter was portrayed as futuristic and scientifically advanced through the “Live Modern” campaign – the Miracle Tip was thus tied in with modernity and dubbed a “modern miracle.” Further “miraculous” were L&M’s claims to flavor and protection, represented in another L&M ad campaign, “just what the doctor ordered.” This slogan can be found on a few of the advertisements in this theme as well. Not only did the doctor slogan imply that L&M cigarettes are satisfying in that they offer both flavor and protection, but it also implies that doctors approve of the brand, a testament to the brand’s supposed healthfulness.