In 1492, Colombus’s men did not find as much gold as they hoped. However, they found something much more addictive, tobacco. Since then, tobacco has strengthened its hold on America’s adults and youth, included in soldier’s rations and appearing in cartoons on Saturday morning. But, smoking would not have grown as popular as it was in the mid 1900’s without advertising. The article, “Kicking the Habit,” sourced from Upfront magazine and written by Robert K. Elder, demonstrates how advertisers in the past glorified smoking and how government involvement over the years changed this.
Cigarettes were beginning to addict multitudes of Americans in the 1930’s, 40’s, 50’s, and 60’s thanks to the unique advertisements companies put out. For example, when popular actors such as John Wayne were hired to smoke a particular brand, teens who looked up to the celebrity were convinced smoking was hip and rebellious. This illustrates how companies targeted certain groups using different tactics. Celebrities beloved by teens would make adolescents purchase cigarettes the same way a cooking show can make moms and dads want to try out a new recipe. In addition, teenagers were not the only demographic directed specific ads. In 1968, the brand Virginia Slims focused on making their product appealing to women. Their magazine advertisements read, “…the makers of Virginia Slims feel it highly inappropriate that women continue to use the fat, stubby cigarettes designed for mere men.” The ads, picturing a woman in superhero garb, prove how companies used unique, powerful language to endorse their product. The publication uses the degrading words, “mere, fat,” and “stubby.” The ad portrayed women as superheroes who should not have to use the disdainful products do. This advertisement was focussed on women believing the opposite of male chauvinism. Another example of forceful endorsement was the 1947 Camel ad. The advertisement stated that the majority of doctors smoked Camel cigarettes. As a result of the subliminal message that since doctors smoke it is healthy to smoke, the ad shows how advertisements like this highly encouraged smoking through different tactics. In the previously stated ad, Camels used “health professionals,” in reality, actors, to lure customers in.
Advertisements were using tricks and lies to promote cigarettes, but when the government stepped in, this all changed. As of 1970, cigarette companies could not endorse their product on the radio or on TV. So, cartoons smoking and short, comical radio bits were out of the public’s eyes and ears. Without these platforms, the youth were less exposed to the unhealthy habit. In addition, congress raised awareness of the nasty side effects of smoking. “…Warnings became more direct: ‘Smoking causes Lung Cancer, Heart Disease, Emphysema, and May Complicate Pregnancy.’” These words of caution were printed directly on cigarette cartons. The firm precautions made customers think about the damage they were causing themselves from smoking. No one wants to hurt themselves, the age of “blissful” ignorance through unregulated endorsement was over.
Everyone knows at least one smoker, but back in the 20th century, one would know a multitude of tobacco addicts. This was thanks to deceptive and engaging advertising that was soon regulated by government involvement. This article has made me grateful to our government for including these barriers, both mental and physical, for smokers and companies. Without putting warnings on cigarette cartons and graphic images on the subway and in stores, people would have less premonitions about smoking.