Chapter 28 Advertising

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Advertising: Historical

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The first American tobacco advertisement dates from 1789, and showed an Indian

smoking a long clay pipe.

San Francisco Chronicle, May 23, 1998, p. 10

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In 1926, Liggett and Myers ran a Chesterfield ad showing a man and woman seated

in a romantic setting by a riverbank at dusk. The man is lighting up and the woman

looks at him with admiration mixed with wistful envy. "Blow some my way," she

coaxes, as the gender taboo begins to be broken.

They Satisfy, p. 99

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In 1928, the advertising expert Albert Lasker developed the slogan "Reach for a Lucky

instead of a Sweet." He began the association of cigarettes with the attribute of

slimness, with the principal selling idea of smoking as an aid to dieting and weight

control.

Preventing Tobacco Use Among Young People, 1994 Surgeon General Report, p.

165

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The Lucky Strike "Reach for a Lucky instead of a Sweet" campaign resulted in a rise

in sales from 13.7 billion cigarettes in 1925, when it was the third ranked brand, to

over 40 billion in 1930, when it became the top-ranked brand.

New York Times, January 1, 1996, p. 21 (Bob Herbert column)

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In the late 1920's, a Lucky Strike ad had a slim model saying, "Non, non sweets for

me - I smoke a Lucky to keep petite."

Tobacco and the Clinician, p. v

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