BASEBALL GREAT BABE RUTH DIED IN 1948 AT AGE 53 OF CANCER.
UNFILTERED CIGARETTE CLAIMS
World War II was over in 1945 and the major cigarette manufacturers were flush. Not only was civilian demand at an all time high, but during the war the government bought billions of cigarettes packaged in cardboard packages of five as rations for the Armed Forces. But the war was over and so were the cigarette shortages so it was time to again begin selling the joys of smoking to Americans not yet hooked on the habit.
Throughout the 1940’s Network Radio had played an important part of tobacco companies’ marketing plans. Between eight and ten of the Annual Top 50 programs every season were sponsored by American Tobacco, (Lucky Strike & Pall Mall), R.J. Reynolds, (Camel), Liggett & Myers, (Chesterfield & Fatima), Brown & Williamson, (Raleigh, Kool & Avalon), P. Lorillard, (Old Gold), or Philip Morris. (1) (See Smoke Gets In Your Ears on this site.)
Some early rumbles were heard from the medical community about coughing signaling the dangers of the smoking but most were dismissed as akin to the old saw, “Smoking stunts your growth,” and sales continued to climb. But just to make sure and to put “medical science” on their side, the tobacco companies began to tout their “mildness” in the mid 1940’s and it soon became a contest of claims - which was mildest and who said so...
Following are transcripts of these claims in commercial copy by the six majors that are great examples of half-truths and (not so) little white lies that leave one wondering, "How did they ever get away with that?" We lead off with this gem of repetition prepared for American Tobacco’s Lucky Strike by its Foote, Cone & Belding agency and broadcast on the company’s Jack Benny Program and Your Hit Parade:
LABORATORY PROVED
AUCTIONEER: (Chant climaxing with…) Sold American!
ANNC 1: Scientific tests prove Lucky Strike is milder than any other principal brand of cigarettes!
ANNC 2: Yes, scientific tests prove Lucky Strike is milder than any other principal brand of cigarettes!
ANNC 1: That fact is verified by an independent consulting laboratory with more than 15 years experience in cigarette research.
ANNC 2: The report from the independent consulting laboratory stated:
MAN (DIGNIFIED): Based on our analytical findings, it’s our opinion that Lucky Strike cigarettes are the mildest of the six major brands tested.
ANNC 1: And no wonder Lucky Strike cigarettes have been proved milder. For years, Lucky Strike has conducted a unique and vast program of research, quality control and manufacturing methods…and today, tomorrow, always…
ANNC 2: L-S, M-F-T…L-S, M-F-T…
ANNC 1: Yes, Lucky Strike Means Fine Tobacco…fine, naturally light tobacco with smoothness and mildness and never a rough puff.
ANNC 2: So light up a Lucky! Prove to yourself what scientific tests prove…Lucky Strike is milder than any other principal brand of cigarettes!
ANNC 1: Let your own taste and throat be the judge. For smoothness and mildness, there’s never a rough puff in a Lucky Strike!
Not to be outdone, Liggett & Myers Tobacco preferred movie stars for its combined print and broadcast advertising of Chesterfields. This spot, prepared by Newell-Emmett Advertising, also incorporated the abbreviation gimmick pioneered by Lucky Strike and ran on Perry Como’s Chesterfield Supper Club, again stressing “mild”:
ALAN LADD (2)
ANNC: Y’know, if you were to visit rugged Alan Ladd on the Paramount lot in Hollywood where he’s just completed that picture of adventure and intrigue, Saigon, you’d find that Alan Ladd is one of the millions of Chesterfield smokers. He said recently…
MALE VOICE: I like Chesterfields. They’re my brand because they’re milder.
ANNC: And Chesterfield is such a favorite with Alan Ladd and millions of other smokers because Chesterfield has the right combination of the world’s best tobaccos…tobaccos that Chesterfield buys from prominent tobacco farmers like Mr. R. A. Harris, Jr., of Greenville, North Carolina. Mr. Harris tells us that, “Chesterfield buyers buy milder, ripe, better smoking tobacco and they pay consistently above the market average to get it. I’ve been smoking Chesterfields for about 15 years and they satisfy my taste for a good smoke.” So, friends, satisfy yourself about Chesterfields by changing to Chesterfields. Chesterfields smoke so mild that they satisfy millions…so mild that they’ll satisfy you, too. So, A...B...C, Always Buy Chesterfields. Smoke the cigarette that leaves a clean, fresh taste in your mouth!
Philip Morris, through its Biow agency, ventured further into smokers’ mouths and reversed the fresh and mild taste of its cigarettes into a pitch against the competition in what was a very personal approach that gave new meaning to distasteful. This ping-pong two-voiced spot ran in Sunday night episodes of the Horace Heidt Youth Opportunity Program:
CIGARETTE HANGOVER
ANNC 1: When your cigarette leaves a stale, musty, smoked-out taste in your mouth…
ANNC 2: (ECHO) That’s cigarette hangover!
ANNC 1: When your cigarette leaves your throat dry, tight, uncomfortable…
ANNC 2: (ECHO) That’s cigarette hangover!
ANNC 1: Yes, that’s what takes the joy out of smoking and when that happens to you, it’s time to change to Phillip Morris.
ANNC 2: Remember, Phillip Morris is the one, the only cigarette that’s proved definitely less irritating, definitely milder than any other leading brand. That fact is recognized by eminent medical authorities…
ANNC 1: No other cigarette can make that statement!
ANNC 2: Remember, top ranking doctors, eminent nose and throat specialists actually suggest Philip Morris in cases of irritation due to smoking. That’s why we say…
ANNC 1: If you’re tired of cigarette hangover, join the millions and change to Philip Morris. ANNC 2: You, too, will discover in Philip Morris a milder smoke, a fresher, cleaner smoke than you’ve ever known before.
ANNC 1: Yes, you’ll be glad tomorrow you smoked Philip Morris today. Philip Morris, America’s finest cigarette!
For decades Brown & Williamson’s Raleigh cigarettes were known as, “The pack with the coupon on the back.” Smokers collected the coupons redeemable for housewares, sporting goods and toys in the highly successful premium campaign. But late in the mid-forties the company decided to join the pack (pun intended) and combine its own paid celebrities with the “findings” of “scientists“. Russell M. Seeds Advertising was reponsibie for this copy that ran on The Red Skelton Show and People Are Funny:
PAULETTE GODDARD (3)
ANNC 1: Now medical science offers proof positive!
ANNC 2: No other leading cigarette gives you less nicotine, less throat irritating tars than the new smoother, better tasting Raleigh.
ANNC 1: Yes, proof positive!
ANNC 2: No other leading cigarette gives you less nicotine, less throat irritating tars than the new smoother, better tasting Raleigh.
ANNC 1: Star of the new motion picture, “Diary of A Chambermaid”, Paulette Goddard, says, quote:
WOMAN: I saw the facts with my own eyes and it’s true. Medical science has proved no other leading cigarette gives you less nicotine, less throat irritating tars than the new smoother, better tasting Raleigh. From now on, Raleigh is my choice.
ANNC 1: Right, Paulette Goddard! Those tests were based on the method used by the U.S. Government. So friends, enjoy the new better tasting, smoother Raleigh. And remember, medical science offers proof positive...
ANNC 2: No other leading cigarette gives you less nicotine, less throat irritating tars. So no other is safer to smoke than the new smoother, better tasting Raleigh!
But if doctors and science were going to be involved, none of the major tobacco companies played that game to the degree of R.J. Reynolds. It’s print ads featured models dressed in lab coats and looking scholarly, often holding their stethoscopes as if to make a point. This spot, prepared by the William Esty agency for Camels on the Abbott & Costello Show and The Bob Hawk Show was equally as blunt.
THROAT SPECIALiSTS
ANNC 1: When you want expert opinion you go to the experts. When the Camel people wanted expert opinion on cigarette mildness they went to noted throat specialists...leaders in their profession. These specialists made weekly examinations of hundreds of men and women who smoked only Camels for 30 days. The smokers included heavy smokers and light smokers...people in different climates, in different parts of the country. The specialists made over 2,000 careful examinations and they reported not one single case of throat irritation due to smoking Camels! Try Camels for yourself! Smoke only Camels for 30 days and see how mild Camels are...how well they agree with your throat, pack after pack. You’ll enjoy Camel’s flavor, too...rich, full flavor that you won’t find in any other cigarette. You’ll see why Camel is by far America’s most popular cigarette!
ANNC 2: Doctors in every branch of medicine, in all parts of the country, were asked, "What cigarette do you smoke, Doctor?” The brand named most was Camel. Yes, according to this nationwide survey, more doctors smoke Camels than any other cigarette!
Was there any relief in the absurd battle of claims to mildness, less irritation and “genuine smoking pleasure?” Yes, and it came from one of the big six themselves, P. Lorillard, makers of Old Gold. The inspiration of Lorillard’s agency, Lennen & Mitchell, its appeal was to smokers who were turned-off by all the claims and counter-claims that were running wild elsewhere in the media. This low-key, straight from the shoulder appeal was heard on Herb Shriner’s comedy quiz Two For The Money:
A TREAT NOT A TREATMENT
ANNC: Y’know, judging from all you read about cigarette laboratory tests…and medical claims about smoking…and throat irritation…you’d think that little test tubes are given away with each pack of cigarettes you buy. But honest, folks, you won’t find a single test tube in a pack of Old Golds. You won’t even find a prescription for a throat treatment. No…what you find in a pack of Old Golds are 20 smooth, mellow and fragrant cigarettes. Believe us, we don’t want you to keep a fever chart every time you light an Old Gold. All we ask is that you enjoy the finest blend of the finest tobacco that money can buy. Look…Old Golds are made by folks who’ve been associated with the best in quality tobaccos for nearly 200 years…so we’re not going to sell you throat care all of a sudden. We’re in business to give you a wonderful smoke…and every advanced control known to science is concentrated towards that goal…yes, to give you a cigarette that’s absolutely tops in rich, mellow, deep smoking enjoyment. Sure…take care of yourself and your throat and everything else! But listen…anytime you want a treat instead of a treatment…treat yourself to a pack of Old Golds!
Cigarette advertising was banned from radio and television broadcasting in 1971. But from the purely observational standpoint, it was fun while it lasted.
(1) In 1949-50 the six major brands sponsored two of the Top Ten Shows, five of the Top 25 and nine of the Top 50. (See The 1949-50 Season on this site.)
(2) Alan Ladd died in 1954 at age 50 from an accidental overdose of barbiturates and alcohol.
(3) Paulette Goddard died in 1990 at 79 while under respiratory treatment for emphysema
World War II was over in 1945 and the major cigarette manufacturers were flush. Not only was civilian demand at an all time high, but during the war the government bought billions of cigarettes packaged in cardboard packages of five as rations for the Armed Forces. But the war was over and so were the cigarette shortages so it was time to again begin selling the joys of smoking to Americans not yet hooked on the habit.
Throughout the 1940’s Network Radio had played an important part of tobacco companies’ marketing plans. Between eight and ten of the Annual Top 50 programs every season were sponsored by American Tobacco, (Lucky Strike & Pall Mall), R.J. Reynolds, (Camel), Liggett & Myers, (Chesterfield & Fatima), Brown & Williamson, (Raleigh, Kool & Avalon), P. Lorillard, (Old Gold), or Philip Morris. (1) (See Smoke Gets In Your Ears on this site.)
Some early rumbles were heard from the medical community about coughing signaling the dangers of the smoking but most were dismissed as akin to the old saw, “Smoking stunts your growth,” and sales continued to climb. But just to make sure and to put “medical science” on their side, the tobacco companies began to tout their “mildness” in the mid 1940’s and it soon became a contest of claims - which was mildest and who said so...
Following are transcripts of these claims in commercial copy by the six majors that are great examples of half-truths and (not so) little white lies that leave one wondering, "How did they ever get away with that?" We lead off with this gem of repetition prepared for American Tobacco’s Lucky Strike by its Foote, Cone & Belding agency and broadcast on the company’s Jack Benny Program and Your Hit Parade:
LABORATORY PROVED
AUCTIONEER: (Chant climaxing with…) Sold American!
ANNC 1: Scientific tests prove Lucky Strike is milder than any other principal brand of cigarettes!
ANNC 2: Yes, scientific tests prove Lucky Strike is milder than any other principal brand of cigarettes!
ANNC 1: That fact is verified by an independent consulting laboratory with more than 15 years experience in cigarette research.
ANNC 2: The report from the independent consulting laboratory stated:
MAN (DIGNIFIED): Based on our analytical findings, it’s our opinion that Lucky Strike cigarettes are the mildest of the six major brands tested.
ANNC 1: And no wonder Lucky Strike cigarettes have been proved milder. For years, Lucky Strike has conducted a unique and vast program of research, quality control and manufacturing methods…and today, tomorrow, always…
ANNC 2: L-S, M-F-T…L-S, M-F-T…
ANNC 1: Yes, Lucky Strike Means Fine Tobacco…fine, naturally light tobacco with smoothness and mildness and never a rough puff.
ANNC 2: So light up a Lucky! Prove to yourself what scientific tests prove…Lucky Strike is milder than any other principal brand of cigarettes!
ANNC 1: Let your own taste and throat be the judge. For smoothness and mildness, there’s never a rough puff in a Lucky Strike!
Not to be outdone, Liggett & Myers Tobacco preferred movie stars for its combined print and broadcast advertising of Chesterfields. This spot, prepared by Newell-Emmett Advertising, also incorporated the abbreviation gimmick pioneered by Lucky Strike and ran on Perry Como’s Chesterfield Supper Club, again stressing “mild”:
ALAN LADD (2)
ANNC: Y’know, if you were to visit rugged Alan Ladd on the Paramount lot in Hollywood where he’s just completed that picture of adventure and intrigue, Saigon, you’d find that Alan Ladd is one of the millions of Chesterfield smokers. He said recently…
MALE VOICE: I like Chesterfields. They’re my brand because they’re milder.
ANNC: And Chesterfield is such a favorite with Alan Ladd and millions of other smokers because Chesterfield has the right combination of the world’s best tobaccos…tobaccos that Chesterfield buys from prominent tobacco farmers like Mr. R. A. Harris, Jr., of Greenville, North Carolina. Mr. Harris tells us that, “Chesterfield buyers buy milder, ripe, better smoking tobacco and they pay consistently above the market average to get it. I’ve been smoking Chesterfields for about 15 years and they satisfy my taste for a good smoke.” So, friends, satisfy yourself about Chesterfields by changing to Chesterfields. Chesterfields smoke so mild that they satisfy millions…so mild that they’ll satisfy you, too. So, A...B...C, Always Buy Chesterfields. Smoke the cigarette that leaves a clean, fresh taste in your mouth!
Philip Morris, through its Biow agency, ventured further into smokers’ mouths and reversed the fresh and mild taste of its cigarettes into a pitch against the competition in what was a very personal approach that gave new meaning to distasteful. This ping-pong two-voiced spot ran in Sunday night episodes of the Horace Heidt Youth Opportunity Program:
CIGARETTE HANGOVER
ANNC 1: When your cigarette leaves a stale, musty, smoked-out taste in your mouth…
ANNC 2: (ECHO) That’s cigarette hangover!
ANNC 1: When your cigarette leaves your throat dry, tight, uncomfortable…
ANNC 2: (ECHO) That’s cigarette hangover!
ANNC 1: Yes, that’s what takes the joy out of smoking and when that happens to you, it’s time to change to Phillip Morris.
ANNC 2: Remember, Phillip Morris is the one, the only cigarette that’s proved definitely less irritating, definitely milder than any other leading brand. That fact is recognized by eminent medical authorities…
ANNC 1: No other cigarette can make that statement!
ANNC 2: Remember, top ranking doctors, eminent nose and throat specialists actually suggest Philip Morris in cases of irritation due to smoking. That’s why we say…
ANNC 1: If you’re tired of cigarette hangover, join the millions and change to Philip Morris. ANNC 2: You, too, will discover in Philip Morris a milder smoke, a fresher, cleaner smoke than you’ve ever known before.
ANNC 1: Yes, you’ll be glad tomorrow you smoked Philip Morris today. Philip Morris, America’s finest cigarette!
For decades Brown & Williamson’s Raleigh cigarettes were known as, “The pack with the coupon on the back.” Smokers collected the coupons redeemable for housewares, sporting goods and toys in the highly successful premium campaign. But late in the mid-forties the company decided to join the pack (pun intended) and combine its own paid celebrities with the “findings” of “scientists“. Russell M. Seeds Advertising was reponsibie for this copy that ran on The Red Skelton Show and People Are Funny:
PAULETTE GODDARD (3)
ANNC 1: Now medical science offers proof positive!
ANNC 2: No other leading cigarette gives you less nicotine, less throat irritating tars than the new smoother, better tasting Raleigh.
ANNC 1: Yes, proof positive!
ANNC 2: No other leading cigarette gives you less nicotine, less throat irritating tars than the new smoother, better tasting Raleigh.
ANNC 1: Star of the new motion picture, “Diary of A Chambermaid”, Paulette Goddard, says, quote:
WOMAN: I saw the facts with my own eyes and it’s true. Medical science has proved no other leading cigarette gives you less nicotine, less throat irritating tars than the new smoother, better tasting Raleigh. From now on, Raleigh is my choice.
ANNC 1: Right, Paulette Goddard! Those tests were based on the method used by the U.S. Government. So friends, enjoy the new better tasting, smoother Raleigh. And remember, medical science offers proof positive...
ANNC 2: No other leading cigarette gives you less nicotine, less throat irritating tars. So no other is safer to smoke than the new smoother, better tasting Raleigh!
But if doctors and science were going to be involved, none of the major tobacco companies played that game to the degree of R.J. Reynolds. It’s print ads featured models dressed in lab coats and looking scholarly, often holding their stethoscopes as if to make a point. This spot, prepared by the William Esty agency for Camels on the Abbott & Costello Show and The Bob Hawk Show was equally as blunt.
THROAT SPECIALiSTS
ANNC 1: When you want expert opinion you go to the experts. When the Camel people wanted expert opinion on cigarette mildness they went to noted throat specialists...leaders in their profession. These specialists made weekly examinations of hundreds of men and women who smoked only Camels for 30 days. The smokers included heavy smokers and light smokers...people in different climates, in different parts of the country. The specialists made over 2,000 careful examinations and they reported not one single case of throat irritation due to smoking Camels! Try Camels for yourself! Smoke only Camels for 30 days and see how mild Camels are...how well they agree with your throat, pack after pack. You’ll enjoy Camel’s flavor, too...rich, full flavor that you won’t find in any other cigarette. You’ll see why Camel is by far America’s most popular cigarette!
ANNC 2: Doctors in every branch of medicine, in all parts of the country, were asked, "What cigarette do you smoke, Doctor?” The brand named most was Camel. Yes, according to this nationwide survey, more doctors smoke Camels than any other cigarette!
Was there any relief in the absurd battle of claims to mildness, less irritation and “genuine smoking pleasure?” Yes, and it came from one of the big six themselves, P. Lorillard, makers of Old Gold. The inspiration of Lorillard’s agency, Lennen & Mitchell, its appeal was to smokers who were turned-off by all the claims and counter-claims that were running wild elsewhere in the media. This low-key, straight from the shoulder appeal was heard on Herb Shriner’s comedy quiz Two For The Money:
A TREAT NOT A TREATMENT
ANNC: Y’know, judging from all you read about cigarette laboratory tests…and medical claims about smoking…and throat irritation…you’d think that little test tubes are given away with each pack of cigarettes you buy. But honest, folks, you won’t find a single test tube in a pack of Old Golds. You won’t even find a prescription for a throat treatment. No…what you find in a pack of Old Golds are 20 smooth, mellow and fragrant cigarettes. Believe us, we don’t want you to keep a fever chart every time you light an Old Gold. All we ask is that you enjoy the finest blend of the finest tobacco that money can buy. Look…Old Golds are made by folks who’ve been associated with the best in quality tobaccos for nearly 200 years…so we’re not going to sell you throat care all of a sudden. We’re in business to give you a wonderful smoke…and every advanced control known to science is concentrated towards that goal…yes, to give you a cigarette that’s absolutely tops in rich, mellow, deep smoking enjoyment. Sure…take care of yourself and your throat and everything else! But listen…anytime you want a treat instead of a treatment…treat yourself to a pack of Old Golds!
Cigarette advertising was banned from radio and television broadcasting in 1971. But from the purely observational standpoint, it was fun while it lasted.
(1) In 1949-50 the six major brands sponsored two of the Top Ten Shows, five of the Top 25 and nine of the Top 50. (See The 1949-50 Season on this site.)
(2) Alan Ladd died in 1954 at age 50 from an accidental overdose of barbiturates and alcohol.
(3) Paulette Goddard died in 1990 at 79 while under respiratory treatment for emphysema
