When cigarette advertising is finally banned, it will be the end of a gloriously inventive art form. HENRY PORTER recalls the days when health warnings were unheard of and copywriters let their pens and principles run riot Tjj,.!~ i you i 1 04 0 WENE COME FAR, BABY UngtielaTe healIN arrit cancer scares- SOONNE" ' , or Iacer the EC Council ofMinisters advertisers tr=;Ift =--:::g of using Ihe will bin cigar- e id-;er-ising. They may not image of a .1atri to L37- zz=eq to smoke. This bring ~t off rhis spring, . ~ur th ey will eventually, Writ= ad ts f= Iq:-(I But even in and Ehere will ' ~e :nuch. rqoicmg at the Royai 1939, was!he artisl Cufd Rake ad tisirig Coi!e2e cfSurzetins. the Bricish Medical Associ- Ihe crati to ailudE to t!*-- nreat of cancer? arion, che Heal& Education Council, the Cancer Resmch Campaign ard the Brrish jourcial of Addiction. Even -he starn mernoes of Acnor. on Smolang 2nd 14-.31ch (ASH) may pe.-rnir rhen- sc;vcs a little s~-indy Ln zelebra.."cin of a victory The= will beniuch anashiriz of-ceeth. though. at :he Tobacco -k-~visory Council. -he induszrv's FLA-VES own :cbbying'--cdy, whose arg"ment hat a is arc' irnouns m nas 24 F L Z M.% G.-Z:%~ U14 110 BATCio document for Legal Services : Health Canada 21 October 1999 Q.2 ffic * -~ Z;,;,. ~ N~_ ~45. 0 TT "~'- 77 1 7 77 tM 46 .'_Z7 WILLS s 0 ,'GOL TISFY -:r 77- _'. .7- BATCo document for Legal Services : Health Canada 21 October 1999 MRS. HUNIPHREY BOC :T14' a 01ce L... B .. 4 s,.ki.; I for style-%.ise wornen eyem% here, endors-es I The New Idea in SmoLing from Ir-I the feminine point of v iew.. I AS for men. thcF go in 2 h4 foe delicious smoldng wa" pleasure in a ihape, trim and handy as a cigarette... The perfect miU slWke. Ira -dybd-A ~ UPk - I in" Robt. Bur A C.~.n C:) U-4 0\ '10 BATCo document for Legal Services: Health Canada 21 October 1999 zeen spiashed acoss the national ;nss this year. rART sAys There willbe a whiff of an=ry among manufiic- :=ers in the United States, where i movement m ban advertising is gaining ground. Even for ,rite. in ex-smoker, the passing of -he shameless Y.~ 2r, will be accompanied by 2 tiny pang at regret. How could one fail to admire in industry chat :;roduced an Embassy cigarette slogan in 1949 . nar urged: 'Inhale to your hearl: s content'? I wiil miss the surrealist wir of the Benson St Hedges team, the tasteless ingenw-y of the Silk Cut boys and -he sturdy masculiniry ofMiriboro advertisements. I will miss woridermg whyjohn Player Special and. Raffles advertisements never quice made the grade and marvelling at the I :nsiscent dullness of the Peter Scuyves--i ads. -Z- which for as long as anyone can remember have occupied the back cover oMaw magzzinewith a t;71 upas good oflam 4, wom.ena' I series ofmessy collages on the theme ofiet travel. C~-~Cw, 71 le, me Ywy cedaiiwq do ,of Tobacco acivertising is part of one's life. Some aRea 111M IkVcd C , NTN RX of our e2cliesc memories are linked to the pleas- 7V ant scents provided by the tobacco giants. I can distinctly recall chat, at about the age of ten, 1 -771 derided that when I grew up I would smoke _M' mentholated Consulairc cigarettes and walk by a mountain strearn with my friends and a prierty, smiling blonde on my atm. The Consulate land- scape made a deep L pression on me so that, 1. LM even now, when standing by a bubbling brook, 1 can recall the words: coot as a mountain stream.* There were playground jokes that sprung from cigarette slogans. Did you hear about the o~ army officer traveiling across the Sahara with two soldiers? Suddenly he hears someone count- irig. He orders the soldiers to stop, bur the counring goes on. So he pufls our. his piscol and shoots the first soldier. The counting goes on. He cannot st2nd it so he shoots the second sol- dier. The counting goes on. He cirmoc beat it WEALTH AND THE WEED and resolves to kill himselE Before doing so he So~htsbc~ituur has been a perpruna: tlberre. decides to have one last smoke. He opens his dg- !~-p.anarl lrarrt 1930 lot Cra-4en A an urcre packer to read the words: 'Plavers. It's the A.;- Ir inteMallo"al jet-selfcr gets his dutv free tobacco char counts'. Berison & Hedq" ir 1 q54: and- below. Col d , Oza~ As in any other art farmt, tobacco advertising Flme lakes on a sprutV posture in 1939 has periods of exceptional inspiration. It is Sen- erally agreed chat the high point of cigarette advertising came in the Forties and Fifities, when tobacco companies - pamcululy those in America - uruestramed by regularion or con- j- science. used film stam to endorse their products A in the high-circularionmag-in of'cheperiod. In appearance~ the tobacco advertisements of the time evoked film posters, and deady the copywriters appreciated the impormu 7-- stars as role models. The most famous, Zx indeed most piquant is an illustration of Hum- ofSanona,Kcw=~ ~zre 5wh ardint. erpat =4,m phrev Bogart and Lauren Bacall on Bo gart's yacht. 'I love co see a man smoke,& ciprillo,* purrs Bacall about the Robr. Sums Cigarillo, of which the manufacrurers say instructively, Firs Z.- neativ between the smokees Lips~. Bogart died of -Z cancer on January 14, 19 57. It i's difficult to End a star from the Forties and Fares who was not prepared to recommend r-,S- ular inhalation of burning carcinogens. James t -ng of Cla- Stewart backed the smok, -sterfields. as L-455 BY ITSELF" did Gregory Pf.--'< and Ronald Reagan. 1"te last smiles out ofche page. saying:Tm s.-nding Ches. MIKM TRW wams Ua zerfieids to ail mv friends. That's --e merriest LP4 TEMEGRAPW"GA~- r' BATCo document for Legal Services : Health Canada 21 October 1999 CIGARETTE . 'UP M4E POR MM PEOPLE SMOKE CAMELS tha aR afier eWreffe! -rho roles I p for from 1 i I ccm't Adc ISo I savoke Cc 4 -Twd Tb.-Pi-r~ -'hw '' "", 4,t. , 4 , - gi~ Not one single case er throat irritation 2$ -TMGiLAP4.UAG?='E BATCo document for Legal Services : Health Canada 21 October 1999 7M PI R A PA lu~ (ire ipr t -~7 . ' . - . --:M :~', - I . , at ew &r ~ &W fear 0 ( -- ~ " - -M.- . ". ~.# -;p -Ir - -z~ -,, . . ~ ~:. n~k -j-- , 12 11 1 -%, tO~ 49 Her ThrmL Imed For'50.000. Ri 46- 144 JR '4 F, -rZ i I Sri BATCo document for Legal Services : Health Canada 21 October 1999 Chnsrmas iny smoker can have. Chesterfield enlisted 19,293 dentists who apparently advised mildness. ;i' s o unpleasant after-tasce.' peopie co smoke Victroys in preierence to any "is 11 Ch.,,_-:d signed up the cast of Alfred ocher cigarette. The adverrisemenc claims, 'The Hic6icock's &in The P4radine CAre, which nicocine and car crap by the Viceroy Filter . ped inciudeciAmn Todd, Louisjourdan and Gregory can never stain your reerh'. In the tiniest print PCCX Phd --avers and John Wayne endorsed size available, it adds at the bactorn of the page- Came]; Do:ores Del Rio, Lucky Strike; BarbZra 'No filter can remove all nicotine and rars. nor Stanwvck. L&M Filters; and Desi Arniz and does Viceroy make chat claim.' Lucille Bid, Philip -'Aorris ('Smoke for Ple2sure One astonishing advertisement from Camel today: No Cguerte Hangover Tomorrow'). claimed chit more doctors smoked Camel -han These ad7ercisements ate striking in compari- any other brand in a survey of 113,597 doctors. son to the scarse and oblique messages of today. When you examine this statement closely you For instance it cook about 130 words for zhe realist it could mean -hat as -cw as half a ~ozen copywriter cf the Forties to explain why Barbara doctors smoked Camel. The Reynolds Tobacco Stanwyck faund L & Ms 'just what the doctor company, CarneP s makers, usei the survey as a orciered'.T!= Phil Silvers endorsement of Camel medical endorsement and pictured a doctor an used 150 words in explain that Camels helped his rounds with this couching description oflais him rel= 'Somecimes we have to shooc one life: 'Nor all his calls am associated with illness. scene over and over till it plays just fight,' says He is often friend and counsellor. He is present Silvers. -r= can get prerry rough after long when life begins, watches it ffourish and hours on tim ser- Thai's when little pleasures, dLvelop.'This must count as the most wickedly like smoU ag. sure help you cam up.' brazen copywriting of the century. After ac--cs, doc-ors and denrists were the The point is that while the mid-century Ilk proiessioniLs FAvoured by cigarette companies. tobacco industry and medical profession did nor le Viceroy an extinct brand from the Forties, appreciate exactly the relation between smoking and hearc disease, stroke, chronic bronchitis, peripheral vascular disease, cancer of the lung, ': , , . I A bladder. lip. mouth, pancreas, scomach, and so on, they had a pretty shrewd idea. The tobacco companies would admit only to the problems of chroat discomfbrt. The throat became an obsession in those davs as the brands compered with each other to pro- vide the mildest smoke. or rarher the reputation _4 for the mildest smoke. Camel used John Wayne in recommend the '30-day mildrim tese t DM6 (Wayne was to die of lung cancer); Marlboro used a baby holding up its finger as if making a It point of order and asking, 'Just one question, OF % mum, can you afford not to smoke Marlboro?' mefla or. Dolores Del Rio declared in a Lucky Strike ad that her throat was insured for $50,000. - Read her announcement carefully- -That $50,000 insurance is a studio precaution againsc my holding up a picirmce,'says Del Rio.'So I cake no chances on an irritated chroar. No matter Jm, -. 1 7-~ 04 how much I use my voice in acting I always End Lucky Strike gentle.' The casual reader of this is 111111. ly I. =H left with the impression that no matter how That.4- S-q is MY" many Lucky Strike cigarettes Del Rio smakes. she never gets a sore throat. But ofcourse it (foes ;r act say chat at all. Onewonders at the people who dreamt up this a beach. enjaFing her Ecst C192MTM of the day. sore of material. Sometimes their subconscious At the bottom cithe advertisement a crab taises seem to have Soc the better of them and they its clawsac her. Theworman seems unconcemed. included rather menacing imagery. It is remark- What is the point of the crab? What does it able how often John Player's copywriters chose mean? I like to :~inlc that the artist was perfectly to associate with guns in their magazine aware that the ='D is the symbol of cancer. advertisements. Silk Cut and Benson & Hedges The Sixties was nor z good time for the cga- have both used discomforting images of 3aws, retre advernse--ent. The sap and spunky anafi- fish hooks, snakes. knives, razors and guns, at of dence of -he ic&jstry was unsettled by increas- which harm the tissue of the human body. ing iwarmess zfthe health risks. In Britain, The psychology ofthis. mystifies even seasoned Embassy opr--- -or the sort of promotion in practitioners of the industry. C-eirly, their is a which smokers =ilecmd little blue coupons and search for jarring and unsettling imagery, but in exchanged h= lot electric kettles and hair ALTERED IMAGEt some way chest advertisemencs seem to warn. or curlers. John Player put our a series showing Pie Mc visual pun tit reccrit ads: someli mes repel. the spectator. rugged inen situations with cigarettes memciml, as for Silk Cut: sometimes My favourite warning comes in in adver.-ise- hanging rrorn --~-eir mouchs. The slogan char Lr) surreaL as pioneered ty Benson & Hedges ment for Gold Flake published in Panch in 19" 30. accomparued was. "Nien want a cigarette CD The picture shows a woman diessed in a wrap en that b~iicncs :n = 2c~.-e lifi.* Marlboro went 30 T=GXt?.4 X14.U-INE 1~0 (-M BATCo document for Legal Services : Health Canada 21 October 1999 U X 74 'A CONSULATE fltaw~ largat - The frimbest tastel 9. =r -tream coolas a niountaias, S,5 for 20' Plad clown che same route with tile Marlboro cowboy, Wincermans. The dirty joke of one Heari enhancing feminine actrac--ons. There was also a who is famously supposed to have died from Wincermans Christmas ad seemed to have specific ban on images that appealed to young Lung cancer. I have be= unable -to prove this. escaped the notice of the Advernsing Standards people and the use oi ceiebncies and sporting Besides, the Madbom Cowboy seem to have Authority. Here is the line: 'When you*ve pulled heros. This formed chebasis cia voluntary prac- had at least two stand-ins. the wishbone have a cigar. When N ou.ve pulled a tice which has been condnual!y refined up until There was little star endorsement =cept in the little cracker have 2 Wintermans.' the present EC directive, whim proposes a ban growing market or smAil cigar:;. Senior Service In 1970 the first health warnings appeared on on all cigarette advertising except at the point of and Gold Flake showed 5-roups of successful cigarette packs in America. A veu later the sale in shops exclusiytiy de~iared to selling young people smoking ou-ioors. Greater arren- British government and che tobacco industry tobacco products. cion was paid to the alIu.--- of the cigacrae and reached the first of four agreements about the An immediateresu:. was see= in the Marlboro -7- the design of the packet. Rochmans and Picca- practice of advertising cigarettes and they too ad. which -_i-!! cowcov, and his stand- dilly simply showed the Zgarecres protruding introduced health warnings, aithough they were ins. Marlboro began using Texan landscapes from the packet, as if =;Cing you to lean for- of a rather diffident naru:e. The advemsers and wild horses. whic-h zhe presence of ward and pick one wri= your Los. As any ex- agreed not to show cigarettes c-antribmi"; to the cowbcv. ft also some urban smoker will tell you. T.-J-1ife an.-roach -is ni-r social or business success-. not to imply that cig2- serrings. Tine Marrocm --ack was featured in from clull: on the ts very enri'cLn;. rerres signiied mardiness. courage or danccr; other ads Z:aZed next =.I.-:C..- microphone and The real un was nac _z -he ::23z advemse- nor to allow sexual cicdla:--:cn in -;-eif ativer::sc- a rypewrire.-. rntssa;z was c.1-az: Marlboro menrs, parricuL r 4amit: ind Henri -Lr;y -hcsr.: menis: an--; -never to pr_--rc: me cigar-% as was nor iusc ibr:he -was aiso for:h- T-3 ~A?4 %IAG.-MNE 3 t C)N .110 BATCo document for Legal Services : Health Canada 21 October 1999 D E B RE TTE'S MADE -TO -MEASURE FURWITURE COVERS PERFECT I-NN EVERY DETAIL GU 0 - . - z - " 7 Z 4- W11 T D S 0 R W I IN is a rich, J2=bean design - just one of 130 414- 'C=NTRY HOUSE COLLEC71ON' different choices your local Debrette Design WV, Consul=r can show you. Each design has its aw3 collection of co-ordinaring; curtains. They come in ~:IL finest quality heavyweight, man-made fabrcs - machine-washable, colour fast, drip-dry and =on-shrink. 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BATCo document for Legal Services : Health Canada 21 October 1999 cr=ivc type, who was no !css masculine Fo. kitchen implemencs or a '&;Qc :able. in the bd- effictiveiy :0 ::e needs ofthe -.-ounger smokers.' dc.:-.g an indoor job. ~o~ing sear oideckchair. ;r. aiigsaw puzzle. in Silk Cut. -he other success c --:-Ic Eighties, has Scme brands, notainy SLk Cur and Berson & -he shavings of a pencil-sh=-ener, in the scaly been less suctessiul it exploir:-mg the 'needs' of H rose to the cha-irnge and developeci emains of a repcile's skin ar-- in the water pour- the young. 71"he L990 MQPJ survey established c2m.paigns chat cortmueam build their market ing from a can. that the brand was popular among pre-pubes- ihire. The discipline --ft-hevoluarmin.v agreement At first, B & H's manuik.-=r, Gallaher, was ceric smokm but act with --~-e over-15s, who heipid to inspire =&.er :i:= Urnir creativity. ddicuied for the campaign. Bur it worked well, seem to find ':he mid cigarette with the venti- :: is interesting -o aore :he evolution of -tric particularly among Young People, Who appar- lated filcer' too sensible. Unusually, the brand's Beason & Hedges ar-proach- In the raid-Sixties. endy cook pleasure in being able to join this growth has taken place in "-e ~dult market, Benson & Hedges ads concentrated on the value sophisticated adult joke. It satisfied the primary where people itive b me changing from high-car of3o;d, suggesting --he packet as a subisdrurefor demand of all successful az-~ertising by cca- to low-cir br2nds. bu~ion. It concrasze:-- -he pliCker with -sterling gr2culariag: the person who already used the Silk Cut a paracicx. For most of its sil-.er and placed it in obviously expensive product for choosing it. The chic jocularity of life the brana aid been conzenr to mike the settings. One memorai-le ad shows in underwa- the posters rewarded and r=sujrc(i the Benson point caac it was a saic little i=ry -to be enjoyed re. treasure chest packed with B & H: 'What do & Hedges smoker. after a ineal, rather like the ce= in your coffee. pec-pie go overboardior~ ... Pure Gold.* It was a Technically, -,he medical authorities could noc 'Me adis were dull and unchang-mg - safery was hu;e.-.y successFil campaign, persuading md- complaia ab~uc the content ci the ads, but a sur- the watchword. Then. in the --Eighties. Saatchi lions oi people rhat -o smoke B & H was to vey done by MORI in 1990 showed the eifec- and Saatchi took the accouer and developed the inii-ige in a millionairt*s fi=ury. dreness, of the B & H cam-z-aign among ceen- theme of the cut purple s& Much wit was It was in the [are Scnmnrics chic Benson & 3.gers and children. More rr.-ft 21 per cent of deployed. The advera"seaterics . :;ecamc more and Fec-ges' advertising agenc7, CDP, cimloped smokers aged 15 or over sracked B & H. as did room cLsturbing, There was larear menace in the the enzendre 4 where elements of the nearly half of smokers berwetr the ages of I I chain saws and razors and jagged edges of the packet's design, or :he pa~ket irsa replaced ind 14. Interestingly, ch= -:gi= reflected the posters. The ads drew criticlim firorn women's fammuir objects in a way ciiat is reminiscent of tmount spent on advercisi-_g, which at E15.6 groups. who ciaimed chat the mcis were either a the Beigian surrealist piLrA--r Rene Migntte. million was!5.5 million roo.-:han for Embassy. pacable of, or an inatemenc -o. male violence The I& were fitil of wit and observation. The The Tobacco industry his aiways denied chic it against WOMefl. packet was used to replace a molren candle in tims at the young marker. But rhis is pure hum- This may be gotrig too far, but certainly there one 3.d and to represent the hard edge of the bug, because without new r--nuts to smoking, was some~hing deeply unpleasant in a brand, Egyptian pyramids soca b7 night: in another. :he industry would undoubtetilly be contracttrig which had always portrayed itself a safe friend of n.ere were many jokes of scale. and the marker at a much faster race. the woman smoker, urilising -'re ralkloric imag- begia to admire the she-_:de-enhancing clever-. - Aaadmi- on ofthiscarric in Imperial Tobac- ery of -he knift behind the sEower curtain in ciess of the campaign. 7he Benson & Hedges co's marketing plan of L988.1fthe lisc rcn years 1-fitchco(:Vs 61m Pjpia. .. Come to think of it, logo -xis seen on the inside 2ielearical plugs, in have caught us anythingiC is :~Iat the industry is when the ban comes iiL maybe I won't miss the disposition ciispili: glass, capkinand dominated by the companies who respond most these tobacco adverasme= aft:r all. a One of the pleasures of a visit to Guernsey Is discovering Herm, Sark and Alderney THE UUWK:X OF GUERNSEY COMPRISES THE CHAMNE1. ISLES OF GUERNSEY. SARK. MERM AND ALDERNEY. CALL 0481 723W (24 HOURS) FOR YOUR PRIM BROCHURE. 0344 IN110=01. (MOP&SAT. SAN - SPM. DIRECT TO GUERNSEY AT LOCAL RATES) FOR t INFORMATION AND A=MMODATION. OR WRITE TO GUERNSEY TOURIST BOARD. DEPT TW. P.O. BOX 23, GUERNSEY, C.I. P. ~1~1 g -BU 5! E NAME ADDRESS POSTCODE OR SEE YOUR ABTA TRAVEL AGEW =EGRA.- NiAGAZ;NE 33 ON 00 BATCo document for Legal Services : Health Canada 21 October 1999