Tobacco Documents Online

History of Tobacco Industry advertising

Abstract

This document, while marked "confidential," was produced outside the industry. It is a fascinating chronology of the history of cigarette advertising by Dr. Richard Pollay, a professor of marketing. It gives an insight into the industry's invasive advertising tactics that can only be had by taking a historical look at the industry's advertising behavior. I will quote only a small part of this document here (it's 30 pages long), citing in particularly some advertising tactics aimed at women, but be assured the entire document is well worth a read. If you access it at Tobacco Documents Online (TDO) http://my.tobaccodocuments.org/, you will be able to magnify and view all 30 pages at one time, making reading it much easier than on the industry web site. Title: CHRONOLOGICAL NOTES ON THE HISTORY OF CIGARETTE ADVERTISING Type of Document: Report Author: Pollay, RM Recipient: N/A Date: 19870800 Site: Philip Morris Document Site http://www.pmdocs.com/ Bates No. 2024985261-5290 Page Count: 30 URL: http://my.tobaccodocuments.org/tdo/view.cfm?CitID=2492582&GetListArrayIdx=1&ShowImages=yes Litigation Usage: N/A

Fields

Quotes

1925 Women consuming 5% of total cigarettes... 1917 --Rivalry between CAMELS and LUCKY STRIKE involves scandalous rumors. American Tobacco suspected by R.J. Reynolds of disseminating rumors of salt petre in tobacco, and factor workers with leprosy and syphilis. Claims that agents would enter streetcars, one from the front and one from the rear, and hold a loud conversation about these...and then exit to repeat again and again. R.J. Reynolds posts $500 reward notices.... 1926 --CHESTERFIELD billboard with young woman saying, "Blow some my way." Tremendous, anguished public outcry, but advertising agent Lasker wants same for Lucky Strike... --At this time women smokers primarily flappers, rebellious college girls, scandalous city sophisticates. Ads legitimize to mass audience. Cigarette symbolizes, especially to women, a youthful style, sexual openness, liberation... 1927 --LUCKY STRIKE - First full bore campaign against women, quickly imitated....New York Metropolitan Opera stars give free testimonials about "Throat protection...for precious voices." 1929 --George Washington Hill (of American Tobacco Co.) "became obsessed" by potential female market. Hill [said], "It will be like opening a gold mine right in our front yard." --Bernays, PR man, hired models to smoke in public and takes photos, writes stories, etc., organizes women to march together, smoking in public, in New YOrk Easter Parade with "torches of liberty' [cigarettes]. 1934 --Blindfold tests show users can NOT distinguish own brand... --Bernays works for six months to make GREEN the fashion color of the year. "Mr. Hill wanted more women to smoke Luckies" but research showed green unpopular with women because [it] clashed with clothing. Organizes "Green Ball" with socialites, New York Infirmary for Women, art galleries. Works with manufacturers of accessories, dresses, textiles, etc. Sends 6,500 letters and kits to dept. stores, fashion editors, interior decorators, etc. telling them of this [green]"trend." Gets Harper's Bazaar and Vogue to feature green on covers on [the] date of the Green Ball...Silk company throws Green Fashion Luncheon with all green menu (ala St. Patrick's Day). Sends press releases with psychologist stories suggest[ing] benefits of color green, as "color of spring, an emblem of hop, victory (over depression) and plenty." 1935 20% adult women smoking.