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SIXTY YEARS OF DECEPTION: AN ANALYSIS AND COMPILATION OF CIGARETTE ADS IN TIME MAGAZINE, 1925 TO 1985 VOLUME 1 -- 1925 TO 1939 HEALTH ADVOCACY CENTER P.O. BOX $0039 PALO ALTO, CA 94303 (415)795-0416 HEALTH ADVOCACY CENTER, 1986 Dedicated to Alan Blum. M.D., Founder of Doctors Ought To Care (DOC) ......... 2584

INTRODUCTION Mel~oO of Collecl~.: Issues ofT i me.magazine fort he period July 1 through December 31 were thoroughly reviewed for each year during the study period. This collectlon was complemented with a random sampling ofads from the alternate six month period for selected years. -Almost all ads were ¢opied~ in essence, only exact dupllcates were eliminated. This introductory analysis summarizes major advertising themes, with particular focus on health claims and other ways ads were intended to induce increased cigarette consumption. In copies of the ads themselves, arrows have been drawn to .statements concerning health or passages that might be construed asimplied warranties. It should be noted that other magazines besides ~ also carry cigarette advertising. During the period 1925 to 1939 that is covered by Volume I, these included such magazines as The Saturday Eveni~ POst and Li~_~. In later years, a much larger variety of magazines, ranging.from~-to~p_~E~_~ ~l~ustrate~, contained cigarette ads. Additionally, newspapapers and outdoor billboards were also used to promote cigarettes, as were other promotions such as product glve-aways and sports sponsorship. These promotions are not covered in this particular compendium, though they may be the subject of a future project. Ordering Back Issuen One use for this compilation will be to select and order specific ads that might help with a particular litigation case. Plan on about 4-6 weeks for delivery. Availability and price for back'issues of Time magazine can be checked through their singlecopy desk at the following address: Single Copy Desk Time-Life Building 541 N. Fairbanks Court Chicago, IL 60611 Other Materiab: This analysis and compilation can be supplemented by reading some of the many historical documents describing the rise of the modern cigarette industry, and analyzlng its advertising practices. An annotated bibliography of these documents will soon be available through the Health Advocacy Center° ~..

OVERVIEW During the period 1925-1939, the tobacco indust~ry used advertising to dramatically increase the consumption'of cigarettes. A variety of advertising themes were used to make ~smoking appear attractive to people. First, cigarette advertisements of the period contained many affirmative (eg., "aids digestion") and negative (eg., "won't get you~wlnd") health claims. Second, cigarette smoklngwas linked to glamorous and athletlc lifestyles, partly through the mechanism of celebrity endorsement. Third, a major effort was made through advertising to influence women to smoke, partly by associating smoking withslenderness. Ac~ordlng to the official history of the R.J. Renolds Tobacco Company: The [Reynolds] company's advertising expenditures and those of its major rlvals were extraordinary, reflectlng their apparent agreement of the necessity of large-scale advertising to fuel expansion (TUZ~: ~a.J.~ Tob~coC~mD,nT.U. North C~'~, Pres~, ~spel Hill, NO, 1~, p~0). Cigarette company advertising campaigns were in fact highly effective at expanding the size of the market. In 1920, per capita cigarette consumption in the United States was 665; by 1940, it had risen to 1,976. According to the author of one study of of the relationship between cigarette advertising and consumption during this.period, "without advertising, cigarette use would probably have grown; with advertising, the increase has been amazing" ~o~ N: Th, ~o,o~ Eff~t~ ~ AdTe~l~|n~. R~b~ D. In~,. CM~t~. ~2. p.228). George Washington Hill, President of American Tobacco (producers of Lucky Strike) and advertising man Albert Lasker teamed up to create advertising themes that propelled Luckies past Camel as the best-selling cigarette during this period. They hired a psychoanalyst to predict what might influence women to start smoking, and wereadvised that "some women regard cigarettes as symbols of freedom... Smoking is a subllmatlon of oral oratioism; holding a ~igarette in the mouth excites the oral zone" [W~:,~m~~,~F.S~c~ ~.,P~p~P~I984, p.61). Armed with this knowledge, Hill and Lasker developed the famous "Reach for a Lucky Instead of a Sweet" campaign, featuring endorsements "~rom'glamourous women of the day. The brazen competition to promote cigarette smoking did not go unchallenged In 1930, the Federal Trade Commission prohibited Ameri~an Tobacco from using testimonials from individuals who had not actually used the product, and stop claiming that people could use smoking to help them control their weight (FoxS:The~in'~M~k.e~.~Wi~is, mMoreo~ ~d ~mp.,NY, p.ll~). • ""

The National Better Business Bureau stated: The advertising industry must act and act promptly. It must clean its own house or have it cleaned byan indignant public. The advertising appropriations of the American Tobacco Company have perverted the Judgement and character of the advertising industry In addition to print advertising, cigarette companies moved aggressively into radio advertising during this period. In 1928, Lucky Strikes were premiered on radio, and in the succeeding twomonths, sales increased by 47 percent. The Tadio show ~r Walter Ra~h Rey~ squeezed 70 references to the cigarette into an hour program. In 1932, a representative of NBC said, "A great deal of the present agitation against sponsored programs has been caused by the blatant type of ~opy used in Lucky Strike" (F~.p.154-1SS). 1925-1930 Early ads for Muted and Fatima cigarettes emphasized the unadulterated qu. ality of their fine Turkish tobaccos. This was to become a hotly contested advertising issue during the years covered by Volume 1 of "Sixty Years of Deception": was natural tobacco mildest (as claimed by Camel ads), or did it contain harmful ingredients that had to be removed during the manufacturing process (as claimed by Lucky Strike ads)? Marlboro cigarettes were introduced during this period with the "Mild as May" advertising theme, and an offer for a free bridge score pad. Ralelgh cigarettes were also introduced during this period. One Ralelgh ad said "the flavor (not startling at first to many) becomes a bland, delicious craving." Chesterfields were introduced;with advertising themes like "You don't have to learn to like them," and "without a hint of harshness or irritation." The most heavily advertised cigarette of the 1925-1930 period was Camel, which started to be advertised in about 1927. During this period was introduced the slogan "I'd walk a mile for a Camel". Other ads~implored experienced smokers to "pass the news on to inexperienced smokers," assured that "Camel brings a fresh pleasure no matter how constantly you smoke," that Camel was "the most loyal smoking friend anyone ever had," and "~t's the smoking friend that will never let you down." One ad stated that-"no cost or care is too-great to make them the fittest and finest, regardless of price." One series of Camel ads ran "Firstlnhale (see ~elow~ra ~cu~$i~,o/i,%a~,~,cifaretteo~$) the cool fragrant smoke of a perfectly conditioned Camel and note how easy it is on the

throat... Then leave them - if you can." The theme was later changed to read "Then leave them if you ca~e to." Ligget & Meyers' Fatima brand emphasized that it was the smoke of "the younger set". L~rillard's Murad began a campaign • " urging a show of nonchalance during embarrasing moments by llghtlng up a Muted. Spud cigarettes, produced by the Axton- Fisher Tobacco Company of Loulsville, Kentucky (subsequently acquired by Philip Morris), advertised its Spud cigarettes as smoking 16% cooler, making it the perfect smoke for hayfever- sufferers, for those with a raw mouth or throat, or for those who smoked a lot. One ad asserted that many Spud smokers smoked three or more packs a day. It was during this period that American Tobacco introduced its advertising theme "Reach for a Lucky Instead of a Sweet". These ads showed fit and trim~ young men and women with shadows of corpulent blobs in.the background, suggesting that by smoking instead of eating, weight gain could be prevented. For a while, Lucky Strike ads contained what might be considered the first health warning in a cigarette ad when it was stated "Be Moderate in all things, even in smoking." The ad did not state why it believed that it was important to be moderate in smoking or what level constituted moderate use. This theme contrasted starkly with Camel ads encouraging people to "smoke all you want", and was soon discontinued. That a health warning was warranted was indicated by a 1927 advertisement for "NoHarm Cigars," which were claimed to have had 75-90 percent of the nicotine removed. The ad cited a specific case of a man with heart trouble who felt better after switching to NoHarm Cigars. The ad said "Nicotine may be the cause of that heaviness, those headaches, that indigetions you sometimes suffer from." A Note on Reference to "Irritation" in Cigarette Ads Cigarette ads of this period (and into ~he 1940s) made substantial reference to the removal of "irritants" from tobacco. A 1927 Lucky ad sh~wed a picture of the "chain of ignorance" being broken, stating "Gone is the ancient prejudice against cigarettes - Progress has been made. We removed the prejudice against cigarettes when we removed from the tobaccos. harmful corrosive ACRIDS (pungent irritants) present in cigarettes manufactured the old-fashioned way." Another Lucky ad said "Toastlng Removes Dangerous Irritants". Other Lucky ads carried the claim that there was "No Throat Irritation - No Cough," and "Always Kind To Your Throat". Another said "Everyone knows that heat purifies and so 20,679 physicians say that Luckies are less irritating to your throat."

To a reader of the late twentieth century, these repeated references to "irritants" and "irritation" may seem innocuous enough. But at the time of these ads, there was a perception within the scientific community that irritants caused cancer. 1950 article on cancer and tobacco smoking summarized this perception as follows: A Cancer is now generally considered a disease attributable to multiple causative factors. Among.the~e are 'Irrititants'. The generalization has been advanced [reference ommitted] that, although not all irritants are carcinogenic, all carcinogens are irritants, that is , capable of inducing chronic reparative hyperplasla. Berer~lum (reference ommitted] has shown also that an irritant (croton resin~ basic tar fraction) which is non-carcinogenlc alone may nevertheless increase the percentage of tumorsproduced when its action is combined with that of a carcinogen. (Levin M, Goldstein H, and Gerhardt-P: Cancer and Tobacco Smoking: A Preliminary Report, JAMA, May 27, 1950, p.338). In a 1945speech at Duke University, reported in a 1949 book on the tobacco industry, Dr. Alton Ochsner - one of the plonners in research on smoking-lnduced disease - said: there is a distinct parallellsm between the incidence of cancer of the lung and the sale of cigarettes, and it is our belief that the increase is due to the increased incidence of smoking and that smoking is a .factor because of the chronic irritation that it produces A 1944.medical Journal artlcle referred to "the frequent allegation that the recorded.increase in the incidence of tumor of the lung in man is due to nonspecific irritation." (e~b~. MD: Irrlt~|o. ~d Care.ino~en~ A~hlv~ ~ p~o~ ~:~-~4~, 1~4) • To the extent that there was a public perception that irritation was a cause of cancer, the frequent reference to the ellmination of harmful irritants from tobacco probably was meant to allay fears that smoking was associated with cancer. These references, which began as early as 1927, may have indicated that the tobacco industry k~ew far earlier than has yet been docu~.ented of the carcinogenic potential of tobacco. These ads may also, given the contemporaneus general perception of irritation as a cause of cancer, have constituted implied warranties that cigarette smoking would not cause cancer./ 1931-1934 Spud cigarettes continued to be advertised as the one for people who smoked a lot. Several ads even showed people smoking in bed. Keel was introduced with a little penguin and a cork tip. One ad suggested smoking Keels when feeling poorly because

of a head cold, but assured that "KOOLS are better for you any time." Old Gold cigarettes were introduced with the themes "Not A Cough In A Carload" and "Free of Impurities". Chesterfleld ads of the period emphasized the scientific • quality control exercised in their manufacture, one such ad stating that they had ."the cleanest 'bill of health' any cigarette could rate.., as pureas science can make a cigarette." A bitter advertising battle was waged during the period between Camels and LuckyStrlkes~ Luckles' ads emphasized that their tobaccos were toasted, which removed harmful impurities. Camels' ads responded that theirfresh, natural tobacco did not have to be "parched" to be mild. Both brands made extensive health claims. Camel ads claimed "There is no peppery dust in Camels - that's whisked away by a special vacuum cleaning process." This ad was one of first double page cigarette ad - or ad for any product for that matter seen in the review ofT i me. The second page included a picture of a doctor holding apackage of Camels (this picture became famous as the cover of the July, 1985 issue of The New York state Journal of Medicine). Also during this period, Camels started a long-running campaign featuring famous people doing exciting things and .saying that they smoked Camels because "they don't get your nerves". Later, this was supplemented by claims of a "scientlflcally proved energizing effect". This effect was "confirmed by a famous New York research laboratory", and provided a "harmless restoration of.the flow of natural energy". These ads stated that one could smoke Camels constantly "without Jangling the nerves". Lucky Strikes ran several interesting campaigns during this period. One remarkable series depicted barbarian men dragging women - whose clothes had already been partially ripped off - away to be raped. The advertising theme stated that "Nature in the.~aw is seldom Mild- and raw tobaccos have no place in cigarettes". ~ / Luckies ads hit the health theme hard during this period. One ad read~ "Consider Your Adam's Apple: Don't Rasp Your Throat With Harsh Irritants". It stated that "modern ultra violet rays" were used to make sure that the smoke was milder and had less irritants. "The process expels certain harsh irritants" present in all raw tobaccos. These expelled irritants are sold to manufacturers of chemical compounds." Note on Reference to lnhalatio, in Ci&arette Ads Another ad series for Lucki~s focused on the issue of cigarette smoke inhalation. On~ read "Do You Inhale? What's

There To Be Afraid Of? 7 out of I0 inhale knowingly - the Other 3. Do So Unknowingly... Do YouInhale? Of Course You Inhale. And Since You Do Inhale - mak~ sure - ma~e absolutely sure - your cigarette smoke is pure is clean that certain impurities havebeen removed." . . Over the years, a number of cigarette ads have urged inhalatlon, as did the Lucky Strikes ads described above. Many televised cigarette ads of a later period showed exaggerated smoke inhalation. The industry's efforts to encourage smoke~s to inhale may have reflected their knowledge of the~addictive ~ properties of nicotine.. The smoke from air cured tobaccos, like those used in pipes and cigars, is alkaline and the nicotine primarily un io~ized, and is thus well-absorbed through the mouth. The smoke from flue-cured tobaccos used in cigarettes, on the other hand, is acidic and the nicotine is prlmarily ionized. It is not easily absorbed through the mouth, but is readily absorbed through the lungs. Thus, non-inhaling smokers are less likely to become dependent upon nicotine (Benowltz, N: Clinical Pharmacology of Nicotine, Annual Review of Me~i~e, 1986, 37:21-32). The advertising war between Camels and Lucky Strikes continued during this period. Camels began its campaign using famous athletes saying "Camels Don't Get Your Wind~ So Mild! You Can Smoke All You Want!" Camel also introduced a campaign linking it with better digestion~ "For digestion's sake - smoke Camels. Natural digestion action notably increased by smoking Camels." These ads encouraged smoking during as well as after meals, camels also began an ad series claiming that they burned.slower, giving their smokers.the equivalent of five free cigarettes Per pack (the slower burning cigarette has been impllcated in tens of thousands of deaths in fires caused by cigarettes - editor). Lucky Strikes continued its health claims~ "Ask your doctor about a light smoke"; "Luckies'are less acid! Recent chemical tests show that other populaT brands have an excess of acidity over Lucky Strices of from 53% to i00%"~ and "Smoke Luckies to your throat's content". One such Lucky ad featured singer Carols Lombard. It said she had considered quitting smoking when she had to sing in a show, but then "her singing coach advised a light cigarette". Philip Morris cigarettes were introduced during this period, with a predominately health-oriented theme: "The truth about irritation of the nose and throat due to smoking... The making of a cigarette without an ingredlent-heretofore belleved to be indlspensable to cigarette manuafoture - scientifically

known to be a definite source of irritation". Again, during t~is period, irritation was linked in the publlc mind with cancer. Philip Morris also used physician endorsements during this period: tests by groups of doctors "provedconclus-iveluythat on changing to Philip Morris, every case of irritation due to smoking cleared completely or definitely improved." Philip Morris was "recommended by eminent medical authorities." Toward the end of the period covered by this volume, research began to be publlshed linking cigarette smoking with lung cancer. In 1938, Raymond Pearl's epidemiologlcal study showing that smokers had reduced longevity was publlshed (Pearl • R: Tobacco Smoking and Longevity, ~March, 1938). Shortl~ after it was publlshed, a book on the tobacco industry alleged that the dependence of the. media on tobacco advertising resulted in this research being given minimal-publicity, stating that "the newspapers, fattening on tobacco advertising, ignored or buried with inconspicuous position the Pearl report" The next volume of "Sixty Years of Deception" covers the period 1940-1953. During this period, advertising health claims became even more brazen, as the industry embarked upon the "tar derby", promoting filter cigarettes in response to the "health scare".

throat... Then leave them - if you can." The theme was later changed to read "Then leave them if you ca~e to." Ligget & Meyers' Fatima brand emphasized that it was the smoke of "the younger set". Lorillard's Muted began a campaign urging a show of nonchalance during embarrasing moments by lighting up a Muted. Spud cigarettes, produced by the Axton- Fisher Tobacco Company of Louisville, Kentucky (subsequently acquired by Philip Morris), advertised, its Spud cigarettes as smoking 169 cooler, making it the perfect smoke for hayfever. sufferers, for those with a raw mouth or throat, or for those who smoked a lot. One ad asserted that many Spud smokers smoked three or more packs a day. It was during this period that American Tobacco introduced its advertising theme "Reach for a Lucky Instead of a Sweet". These ads showed fit and trim young men and women with shadows of corpulent blobs in.the background, suggesting that by smoking instead of eating, weight gain could be prevented. For a while, Lucky Strike ads contained what might be considered the first health warning in a cigarette ad when it was stated "Be Moderate in all things, even in smoking." The ad did not state why it believed that it was important to be moderate in smoking or what level constituted moderate use. This theme contrasted starkly with Camel ads encouraging people to "smoke all you want", and was soon discontinued. That a health war~ing was warranted was indicated by a 1927 advertisement for "NoHarm Cigars," which were claimed to have had 75-90 percent of the nicotine removed. The ad cited a specific case of a man with heart trouble who felt better after switching to NoHarmCigars. The ad said "Nicotine may be the cause of that heaviness, those headaches, that indigetions you sometimes suffer from." A Note on Reference to "Irritation" in Cigarette Ads Cigarette ads of this period (and into ~he 1940s) made substantial reference to the removal of "irritants" from tobacco. A 1927 Lucky ad sh6wed a picture Of the "chain of ignorance" being broken, stating "Gone is the ancient prejudice against cigarettes - Progress has been made. We removed the prejudice against cigarettes when we removed from the tobaccos. harmful corrosive ACRIDS (pungent irritants) present in cigarettes manufactured the 01d-fashloned way." Another Lucky ad said "Toastlng Removes Dangerous Irritants". Other Lucky ads carried the claim that there was "No Throat Irritation - No Cough," and "Always Kind To Your Throat". Another said "Everyone knows that heat purifies and so 20,679 physicians say that Luckies are less irritating to your throat."