Abstract
This is the first draft of a social engineering book about courteous smoking behavior, "Cigarettiquette," written for R.J. Reynolds by Rogers and Cowan (a public relations firm). Its purpose was to use light humor to instruct smokers on how to courteously handle their nicotine addiction, without ever telling them they have an addiction. The manual features a fictional couple named Betty and Bud, one an addicted smoker and the other a nonsmoker, and illustrates how the couple has learned to live with Betty's addiction, and how they deal with her smoking around their children, friends, family, etc. The book suggests that children of smoking parents be taught that smoking is part of life, and that they be told that "they can try [cigarettes] if they want to, when they get older." The manual suggests that babysitters should be instructed not to talk to the children about smoking, and when the children ask Mommy and Daddy why Mommy smokes and Daddy doesn't, the manual recommends telling them that Mommy smokes because Mommy enjoys it, "Just like Betty likes cake and Bud prefers pie."
Fields
- Quotes
CIGARETIQUETTE
July 1, 1986
Page 1
1. THE CORE TEXT
1. The core text is be organized for easy reference, dealing with common situations and common-sense rules. The tone is informative (light rather than solemn), blending with the more playful material in sidebars. The bulk of the illustrations and photos would be contained in the sidebars. There is some use of photos and illustrations in the core text.
A. IN YOUR OWN HOME
a. with children and/or infants in household
b. with non-smoking adults
c. in particular rooms: study, wash room, living room, etc.
d. someone else's home.
SIDEBARS: Sure Fire Excuses
Person To Person
Intermarriage
Grounds for Divorce
It's All Relative
B. IN TRANSIT
PRIVATE TRANSPORTATION
a. driving with others (carpooling, etc.)
b. passenger vs. driver
c. rental car PUBLIC TRANSPORTATION
a. subway (stations, cars)
b. taxi
c. bus
d. train
e. airplane
SITUATIONS
a. in motion vs. stationary
b. solo traveling vs. group traveling
SIDEBARS: People to avoid
Extremists
C. IN PUBLIC I. AT WORK, IN THE OFFICE OR FACTORY
a. reception area/common work area
b. private area
c. conference rooms - meeting facilities
d. president's office
e. dining hall
f. restroom
g. assembly line
h. elevator
[From Page -3085]:
CHAPTER 1 WHO WE ARE AND WHY WE WROTE THIS BOOK
We're Bud and Betty Clayton. We're as typical as all those statistics folks say -- two jobs, two cars, two TV's, two phones, two kids and too little time to be together. We might not have said that awhile back. Bud never smoked; it seems like Betty never didn't. In the joy of first love, Bud wasn't bothered by Betty's smoking. But after a few anniversaries rolled by, he was. Then Betty got bothered that Bud was bothered. Betty would gulp and gargle Listerine. Bud would spray the house with Lysol -- or even Lemon Pledge if the Lysol was gone. For awhile it was more pleasant to be apart than together. Going to work felt like freedom. Divorce court got closer. But now, with 18 years behind us, we've learned we can both live with cigarettes. (Betty suggested Bud smoke a peace pipe with her, and he laughed. Well, at least he chuckled.) We've worked out ways to give and take, to laugh and love about it -- you might say to light up and lighten up. It took some consideration, some compromise and lots of communication. And it's been worth it -- not only with each other but with friends, .people we work with and folks we just bump into around town. Why did we write this book? To tell you what we learned the hard way. After you've read about us and laughed at us, you can go easy when you cross paths with a non-smoking Bud or a smoking Betty. What it comes down to is choice: You always have a choice. --- Accepting the needs of your smoking or non-smoking pal may mean a choice of riding in his car or walking in the rain; of dining in her house or eating on the porch; even of being friends or not. Why make it so difficult? It's so important to accept people -- for who they are and what they like. A little respect for rights and feelings goes a long way.
[From Page --3091, "With the Kids"]:
When Jim and Lisa were babies, Betty made a point not to puff in their presence. Mommy's smile lost something with a cigarette hanging out of it. Babies somehow seemed too tender for her to smoke around them. Maybe that's sentimental, but it's how we handled it then. And we'll do.it that way again -- with our grandchildren. By the time the kids were two, they could see us as adults. Leaving infancy for childhood means the end of diapers and beginning to be a real person -- walking, talking and living in an adult world. Jim and Lisa learned they lived in a house, not just a crib. And smoking was a fact of life.
[From page --3094]:
* We learned to keep ashtrays clean and out of reach of their curious hands -- after Lisa tried to taste-test a butt or two. And we put cigarettes, lighters and matches off limits in our room after Jim tried to torch the TV Guide. * Betty always kept her burning cigarette away from the kids and blew her smoke away from them, too. After all, even adults appreciate that courtesy. At the meal table, at bedtime story hour, wherever -- we found it's OK to smoke but not in anybody's face. We asked the kids not to pop bubblegum in ours. * As the kids made friends, we allowed for allergies. Betty holds off from smoking around anyone with an illness. And we asked other parents if they smoked or if Betty's smoking around the kids bothered them. We didn't want any spats at PTA meetings. (When our friends come over, we ask Jim and Lisa to play their records on less than their usual blast level. Things like that are just common courtesy, whether it's smoke or punk rock.) * Babysitters bring up a few questions. These days we're happy to find one who smokes only cigarettes. We don't mind if they smoke -- if they're over 18. An all non-smoking family may prefer a non-smoking sitter. All we ask is that our sitters not lecture our kids one way or the other -- not teach them it's cool to smoke and not preach that it's wrong. It's a parent's job to talk with their kids about this. It's also our job to be sure the babysitter understands this before she comes over. * When the kids ask us "Why does Mommy smoke?" we tell them what we both believe: It's a matter of choice, and Mommy enjoys it. Just like Betty likes cake and Bud prefers pie. And Lisa said, "Oh, like when we have spinach and Jim eats it and I won't." Uh, yes, that's it. * Jim and Lisa often want to be "grown up." They've had candy cigarettes, and we see no harm done. Except when Jim tried to light one and made the sugar melt on his new Sunday suit. "Dressed up is not grown up," we told him. We found that the kids understood when we told them real cigarettes are for real grown-ups and that they can try them, if they want to, when they are older. * But we don't moralize with them. Prohibition went out after the Roaring Twenties, and with today's kids, we know that forbidding things is the best way to encourage them. We encourage Jim and Lisa to talk with us when they wonder about anything -- including smoking.
- Company
- R.J. Reynolds
- Author
- Rogers & Cowan (a public relations firm)
- Region
- United States
- Type
- REPORT
- DRAFT
- Named Person
- Fuller, T.
- Tennyson, A.L.
- Kipling
- Shakespeare
- Letterman, David - Late night TV talk show host
- Emerson, R.W.
- Lucas, E.V.
- Defoe
- Philip Morris
- Reed, R.
- Marshall, T.R.
- Clayton, B.
- Clayton, E.
- Clayton, L.
- Clayton, J.
- Tellem, E.W.
- Pta
- Shelly, B.
- Robinson, E.G.
- Dylan
- F Bill
- F Wendy
- F Barb
- F Ron
- Funicello, A.
- Vanderbilt, A.
- Endicott, K.
- Univ Press
- Lange, E.G.
- Cia
- Reich, W.
- Brinckley, C.
- F Sam
- Subject
- promotional campaign
- social influence
- Social Acceptability (Social acceptability of smoking)
The industry fought the decline in social acceptability of smoking through public relations campaigns, legislation, etc.
- Courtesy campaigns
Document Images
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3
ROGERS a COWAN. INC.
PUBLIC RELATIONS
e
Second Draft
Presented by
Rogers & Cowan, Inc.
July 1, 1986
E].ements :
1. Core Text Outline
2. Sidebar Concepts - Outline
3. Index
4. Chapter 1:
Introduction & Quiz
5. Chapter 2: o
In The Home ~
6. Chapter 3: ~
In Transit
w
0
~
w
10000 SANTA MONICA BOULEVARD
LOS ANGELES, CALIFORNLi 90067-7007
(213) 201-ti00 TELEX 687-442
SMOKING AND COURTESY BOOg OUTLIliE
UNDER THE WORKING TITLE: "CIGARETIQUE'ITS"
FIRST THREE CHAPTERS AND OUPLINE
New York Office: 122 East 42nd Street, New York, New York 10168 (212) 490-8200 Cable: ROCOPUB New
York, New York
Washington, D.C. Office: 2550 M Street NW, Suite 450, Washington, D.C. 20037 (202) 466-2925
London Office: 27 Albemarle Street. London WIX 3FA, England 499-0691 TELEX 351-25571
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1
CIGARETIQUETTE
July 1, 1986
Page 1
1. CORE TEXP
The core text is be organized for easy reference, dealing with common
situations and common-sense rules. The tone is informative (light rather
than solemn), blending with the more playful material in sidebars. The
bulk of the illustrations and photos would be contained in the sidebars.
There is some use of photos and illustrations in the core text.
A. IN YOUR OWN HOME
a. with children and/or infants in household
b. with non-smoking adults
c. in particular rooms: study, wash room, living room, etc.
d. someone else's home.
SIDEBARS: Sure Fire Excuses
Person To Person
Intermarriage
Grounds for Divorce
It's All Relative
B. IN TRANSIT
PRIVATE TRANSPORTATION
a. driving with others (carpooling, etc.)
b. passenger vs. driver
c. rental car
PUBLIC TRANSPORTATION
a. subway (stations, cars)
b. taxi
c. bus
d. train
e. airplane
SITUATIONS
a. in motion vs. stationary
b. solo traveling vs. group traveling
SIDEBARS: People to avoid
Extremists
C. IN PUBLIC
1. AT WORK, IN THE OFFICE OR FACTORY
a. reception area/common work area
b. private area
c. conference rooms - meeting facilities
d. president's office
e. dining hall
f. restroom
g. assembly line
h. elevator
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2
CIGARETIQUETTE
July 1, 1986
Page 2
CORE TE%T CONTIII[TED
SITUATIONS
a. job interview
b. staff meeting
c. secretarial pool
d. client meeting
e. staff party
f. alone
SIDEBAR: Greeting Cards
Cartoons
DR .'-',F T
2. DINING ESTABLISHMEN'i'S
a. indoor - from the Four Seasons to Millie's Pancake House
b. outdoor cafe
c. dining room
d. counter
e. restroom
f. foyer
g. bar - corner bar/discos
SITUATIONS
a. business luncheon
b. romantic dinner
c. family dining
d. solo vs group dining
SIDEBARS: Ask Ashley
Cigaretiquette Fashions
Behaving Well
3. AT PLAY/IN THEATRES, CONCERT HALLS, ARENAS, ETC.
a) Lobby
b) Balcony/Mezzanine
c) Private Box Seat
d) General Seating
e) Restroom
f) Snack Bar
g) Ticket Counter
SITUATIONS
a. sporting events, movies, live Theatre, rock concert, opera, etc.
b. before, during and after event
SIDEBARS: "Ettie's, Butts"
"Ashley and Butz Double Date.
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CIGARETIQUETTE
July 1, 1986
Page 3
CORE TE%T CONTINUED
4. RETAIL STORES, GROCERIES SIIPERMARxETS, ETC.
a. check-out line
b) aisle
c) customer service counter
d) dressing room
SIDEBARS: Comebacks
5. BARBER SHOP/BEAUTY SALON
a. exclusive vs general hair salon
b. reception area vs in-chair
c. customer vs attendant
SIDEBARS: Flash Cards
10 Commandments
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CIGARETIQUETTE
July 1, 1986
Page 4
2. SIDEBAR CONCEPTS
(see core text for placement in book)
A. PERSON TO PERSON
"All doors open to courtesy." - Thomas Fuller
Meeting new people: in business situations, 4-H clubs, parties, bars, etc.
appropriate cigaretiquette. Dialogue format/cartoons.
"For courtesy wins woman as well as. valor may." - A.L. Tennyson
B. Il+iTERMARRTAGE
Hey, it happens. Today's smoker/non-smoker couple faces unique problems,
special opportunities. Is marriage possible? Advisable? Forgivable? Or
just plain laughable? Dialogue/cartoons.
C. GROUNDS FOR DIVORCE
All good things come to an end - usually badly in Reno. Here we list a
set of typically irreconcilable differences between smokers and
non-smokers. If you find yourself on this list, it's time to divvie up the
silverware. Text.
"A woman is only a woman, but a good cigar is a smoke." - Kipling
D. IT'S ALL RELATIVE
A learned ethnographer's discussion of the situational and cultural
relativity of smoking manners. For example, there are tribes in Micronesia
- source of the famed Micronite filter - where blowing copious amounts of
smoke into your prospective father-in-law's face while he dines is rewarded
by a massive potlatch in which all related matrilineal kinship groups are
obliged to add all their goats and chickens to your bride's dowery. In the
Bronx, however, the selfsame behavior typically elicits a response highly
prejudicial to one's ability to sire offspring. Text and illustrations.
"Those that are good manners at the court are as ridicilous
in the country as the behavior of the eoountry is most mockable"
at the court." - Shakespeare, As You Like It
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CIGARETIQUETTE DRAFT
July 1, 1986
Page 5
"To be humble to superiors is duty, to equals courtesy,
to inferiors nobleness" - Benjamin Franklin; Poor Richard's Almanac, 1745
E. ASHLEY AND BUiZ DOUBLE DATE:
Ashley's a Cigaretiquette "DoBe,"while Butz is, frankly, a putz. Follow
these two on a fun-filled double date wherin Ashley wins the long-term
respect and heart of his sweet amour...while Butz' behavior leaves a
great deal to be desired. Storyboard format.
F. GREETING CARDS/POST CARDS
With appropriate sentiments for the courteous and non-courteous. These
pages could be pre-perforated for actual use. Text and illustrations.
G. CIGARETIQUETI'E I. rLSSONS
Funny photo-essay corresponding to appropriate sections of the manual;
the office, subway, restaurants, waiting rooms, etc. These work
something like the David Letterman etiquette essays, but should be a bit
more informative. 5-6 photo essays with 6 images per essay (fill 1 page
per essay) to be sprinkled throughout the text.
H. RxZAUMTSTS: A PLAGUE ON BOTH THEIR HOUSES
Smoking out the Enemy:
"Nothing so needs reforming as other people's habits."
- Mark Twain, Pudd'nhead Wilson, 1894
Some good natured fun with ill-mannered extremists on both sides
- rude smokers and over-zealous anti-smokers, alike.
I. BODY LANGUAGE
A series dealing with the body language of annoyance, ranging from a
slight raise of the eyebrow, or fanning papers, all the way to reaching
into that telltale handbag for mace, gun, hand grenade, fire extinguisher,
etc. Read and Heed. Photo series.
J. PEOPLE TO AVOID
Prohibitionists, Moralizers, Jerks who bring foul smelling cigars into
elevators and, most dangerous of all, People Who've Just Quit Smoking
Photos or illustrations (wi.thccall-outs)
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CIGARETIQUETTE
July 1, 1986
Page 6
g. QUOTES ON TOLERANCE, MANNERS AND RUDENESS:
"What better school for manners than the company of
virtuous women?" - David Hume.
(With photo of grim-faced temperance types)
"Toleration is good for all or it is good for none." - Burke, 1773
"It is not learning, it is not virtue, about which people
It is manners." - Thackeray
"Manners before morals!" - Oscar Wilde
inquire in society.
"More tears have been shed over men's lack of manners than their lack of morals."
- Helen Hathaway
ttI
guess Prohibition's better than no liquor at all." - Will Rogers
"All experience shows that temperance, like other virtues, is not produced
by lawmakers, but by the influence of education, morality and religion.
Men may be persuaded - they cannot be compelled to adopt habits of.
temperance." - Govenor Horatio Seymore of New York, 1854
"Fine manners need the support of fine manners in others." - Ralph Waldo Emerson
"One learns manners from those who have none." - Persian Proverb
"It is good manners which make the excellence of the neighborhood. No wise
man will settle where they are lacking." - Confucius, 500 BC
"Manners go on deteriorating." - Platutus, 200 BC
"A man by nothing is so well betrayed as by his manmners." - Edmund Spencer
"Politeness is the chief sign of culture." - Baltasar Gracian, 1647
"The manners of every nation are standard orthodoxy within itself. But
these standards being arbitrary, reasonable people in all allow free
toleration for the manners, as for the religion, of others." - Thomas Jefferson
"Nothing is more impolite than to lick the fingers."
- St. John Babtist De La Salle, 1695
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CIGARETIQUETTE -,®
July 1, 1986
Page 7
L. "SURE FIRE EXCUSES" r'-'ti:
For leaving a smoking or non-smoking area, dull party, etc, ("Sorry, at
midnight my babysitter turns into a pumkin...I keep thinking I left the
iron on in the summer house..." etc.)
M. RIPOSTES AND COMEBACKS:
If you're going to "lose it," against your usual better judgement, then
do so with eloquence. Handy self-defense lines, from "And to think, had
I not put out my cigarette, I might never have smelled your cheap
cologne?" to the venerable, "I know you are, but what am I." Text.
N. BEHAVING WELL IS THE BEST REVENGE
Where we explain how fine manners can drive your opponent mad. Text.
"Manners have been somewhat cynically defined to be a
contrivance of wise men to keep fools at a distance." - Ralph Waldo Emerson
"There can be no defense like elaborate courtesy." - Edward Verral Lucas
0. CIGARETIQU= FASHION :
The right look, in the right place, at the right time.
"Manners make the man." - Defoe
Selected period fashions: ~"Smoking Jackets Through the Ages"
~ Beturbaned hindu in loin cloth at hukka
~ Pipe paraphrenalia including tweed coat with patches
~ Authentic perios-journalistic prescriptions
of correct smoking procedure.
Marlboro Man with cigarette holder
Phillip Morris bellhop with a smokless ashtray strapped to his cap.
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CIGARETIQUETTE
July 1, 1985 C
Page 8
Wizard of Oz look-alike with smoke ascending into hot air baloon.
Bogie-look for "covert operations" (what to wear while sneaking out for a
smoke.)
Transformer-style multi-function cigarette cases, etc.
P. "ASg ASHLEY"
A parody of Miss Manners
A mock serious, ultra society advice column in which syndicated
columnist and cigaretiquette authority, Ashley VonVandervere III, responds
to sincere queries from all quarters on his one and only realm of
expertiose. Think of Ashley as a low-down Rex Reed.
Text and possibly illustrations
Q-
"TIiE EITIE's"
The Oscars of Smoking Manners. 5-10 awards for courtesy not merely
above and beyond the call of duty...but downright strange. Imaginary and
historical character. Illustrations, photos, minimal text.
"Good manners are made up of petty sacrifices." - Ralph Waldo Emerson
R. "THE BUTT's"
The shameful reverse side of the Ettie's": a vertible rogue's gallery
of cigaretiquette's 5-10 most dismal offenders. Illustrations, photos,
minima7 text.
S. CIGARETIQIIEITE' s TEN COrMANDMSNTS :
Whereupon we espy, graven in stone, the ten most general and useful
rules of Cigaretiquette. Text with framing artwork only.
T. CIGARE.pIQULTITE FLASH CARDS
Upon completion of this course, we offer several pages of flash cards,
pre-perforated, with amusing situations and problems on one side, creative
multiple choice answers on the other..
U. ADDITIONAL QUOTFS
To be sprinkled throughout the book where appropriate:
"What this country needs is a good five cent cigar" - U.S. Senator T.R. Marshall
"Comon courtesy is increasingly uncommon." - Annonymous
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CIGARETIQUETTE
July 1, 1986
Page 9
"There are few things which so touch us with instinctive revulsion as a
breach of decorum" - Thorstein Veblen
"Good manners are the traffic rules for society in general" - Amy Vanderbilt
"We meet at meals three times a day, and give each other a new taste of
that old must cheese that we are. We have had to agree on a certain set of
rules, called etiquette and politeness, to make this frequent meeting
tolerable and that we need not come to open war." - Henry D. Thoreau
"Though all society is founded on intolerance, all improvement is founded
on tolerance" - Bernard Shaw
"Life is shorty, but there is always time for courtesy" -- Ralph Waldo Emerson
See ye not courtesy
Is the true alchemy,
Turning to gold all it touches and tries? - George Meredith
"Politeness has been well defined as benevolence in small things" - Macaulay
"Politeness is to human nature what warmth is to wax." - Schopenhauer
"Courtesy costs nothing." - Cicero
"A lean compromise is better than a fat lawsuit." - George Herbert
"Manners are happy ways of doing things...If they are superficial, so are,
the dewdrops which give such a depth to the morning meadows."
- Ralph Waldo Emerson
"Self-respect is at the bottom of all good manners. They are the expression
of discipline, of good-will, of respect for other people's rights and
comfort and feelings." - E.S. Martin
"Good manners are the technique of expressing consideration for the feelings
of others." - Alice Duer Miller
For manners are-not idle, but the fruit of loyal nature and
noble mind." - Tennyson
"Manners - the final and-perfect flower of noble character. Good breeding
is the blossom of good sense." - Young
