254 



10 



(low y1«ld cigarettes) must, 1t appears, be smoked more heavily than 

 brands higher 1r nicotine. The low-tar smoker can be expected to 

 buy and saoke more cigarettes." 



Another part of the industry's public relations campaign was Is use of 

 the advertising dollar not only to sell supposedly "safer" cigarettes but 

 also as leverage to discourage publication of Information about the 

 health hazards of smoking. This aspect of tobacco public relations was 

 noted In the March 1984 Family Physician magazine: 



"An analysis of coverage of tobacco hazards In women's no"- »<»t?<i 

 shows that the vast majority of the most popular magazir--' woflj'n 

 have not published any articles on the health effects of i»ocing... 

 This suggests that the tobacco industry discourages periodicals that 

 accept cigarette ads fro* publishing information on the hazards of 

 cigarette smoking. It Is curious, for example, that the nejor news 

 magazines. Time, Newsweek and U.S. News and World Report , have not 

 published anything resembling a comprehensive article on smoking and 

 its effects on health. (All carry an average of six to eight pages 

 of cigarette advertisements In each issue.) The only exception 

 during the past few years was the June 6, 1983 issue of Newsweek , 

 which carried an article on nonsmokers' rights and how that movement 

 is gaining momentum. .There were no tobacco advertisements In that 

 particular issue. " ^* 



Joe Tye, director of the Health Advocacy Center, in an article on health 

 claims In cigarette advertising, sunned up the industry's marketing 

 efforts this w«y: 



"The success of the U.S. cigarette industry in convincing millions 

 of Americans to start and continue smoking — first in the face of a 

 widespread coann sense perception that It was an unhealthy 

 practice, and later in the face of increasingly convincing evidence 

 linking smoking with lung cancer, heart disease, and emphysema — 

 bears testimony to the power of modern advertising to manipulate 

 people's attitudes and behaviors. In order to create, expand, and 

 maintain the market for cigarettes, its promoters have used 

 advertising to achieve two purposes. First, advertising has been 

 used to create a powerful mental imagery linking smoking with 

 healthy, glamourous, athletic, and successful lifestyles. Second, 

 it has sought to assuage fears that smoking might be hazardous to 



