Cigarette Ads and health through the years
“Why not have a cigarette? It's good for your health.”
Smoking has been around for centuries. When the tobacco companies invented cigarettes, cigarette ads were born. Whether it was Hollywood's finest endorsing it on paper or in films, it enticed thousands of people into smoking by making it look cool. However, with this increased popularity came increased scrutiny on whether or not it was healthy for a person to smoke on a consistent basis. As technology increased, the health risks of cigarettes had begun to surface. The cigarette industry found themselves in a situation they had never encountered before. They now had to convince people that smoking a cigarette was good for a person's health. The following ads showcase this in different ways.
Figure 1 has the opening slogan: “Guard against throat-scratch.” It implies that cigarettes can be medicinal against a dry throat and possibly a sore throat. Even though it claims this, it is likely that the company is pandering to the uneducated masses. After all, smoke is hot air and would dry a throat out further; any educated individual would have known this. The ad goes on to state: “the finest quality money can buy.” Not only is it stating that it's medicinal, but that it is also good quality. It is likely that they are making the point that it is a great value and ought to be purchased.
This figure shows a picture of what seems to be a couple both smoking a cigarette, and having a good time. This implies not only that smoking is fun, but that in order to have fun, one should smoke. It then shows a man dressed in fine clothes holding a pack of cigarettes out to the viewer. In essence, it is saying, “Come join us.” Within the ad is a sidebar and it advertises another aspect of the cigarette. It states: “Mildness you can measure.” It shows a picture of a man lighting a cigarette for a woman who looks calm and content. At the bottom of the sidebar it shows the same woman, except now she's excited. It then states: “Outstanding and they are mild,” which is likely saying that even though its not strong, it tastes great.
Figure 2 continues the health trend. It takes a more direct approach with it's message instead of a subliminal one. It gains the attention of the reader with the phrase: “More doctors smoke camels than any other cigarettes.” It then shows a picture of a female doctor or nurse with a serious expression on her face. It gives the impression that the company takes this very seriously. Its also likely that the company is pandering to those who take smoking very seriously. Below the eye catching aspect of the ad is the image of a woman with a smile on her face, with an out line of a T over her mouth and throat. It says: “Try camels on your T zone,” and is likely their way of saying try this brand and see if it tastes and feels good. Below this image the ad goes on with the words: “costlier tobaccos.” It is likely that they are trying to convince weary readers that even though the brand is expensive it is worth the money because it is of the finest quality.
Figure 3 starts with the phrase: “It's better to be fit than fat.” It then says: “Don't eat between meals.” The first phrase attracts the reader to wonder what this brand talking about as well as attract those who might be overweight. The second phrase is telling the reader that, instead of eating, you should smoke. Beside these two phrases is the image of a well dressed man wearing a hat. This gives the reader the impression that well to do people buy these cigarettes. Behind the man is the shadow of an overweight man which suggests to readers that he would be fat if he did not smoke cigarettes.
These three ads show cigarette ads in the their early stages of trying to fight off health critics. As the years passed by, cigarette companies would have to slowly eliminate the use of catchy phrases and eye catching images in favor of questionable facts to help deter health critics. However, despite this, cigarette corporations still find themselves backed into a corner by doctors and the government, and possibly coming to terms with the fact that the age of the cigarette might be coming to an end.
