262 



18 - 



study pr«$«nt«d recently In a smoker-death trial. In the study, 567 

 advert IscMnts were surveyed, which appeared In 108 copies of Life 

 magazine from 1938 to 1983, and In 26 copies of Look froa 1962 to 1971: 



"Richard W. Pollay, a marketing professor at the University of 

 British ColuBOla, testified about the (cigarette) ads' contribution 

 to the 'cigarette information env 1 ronnsent ' and said he combined data 

 fro« three themes to determine the frequency of the 'healthiness' 

 message: 1) Health/Safety': The consequences of smoking relating 

 to 'positive physical effects,' claims about coughs, endorsements by 

 people In th* medical conmwnlty, aro reduction In tar and nicotine 



level- The range > as from zero percent In the four years 



precet^ino the first surgeon general's report on smoking and health 

 in 1964 to 76 percent in the period from 1976 to 1983." *^ 



The text of a presentation made by Philip Morris' Operations Department 

 to Its Board of Directors on October 28, 1964 outlines the company's 

 considerations given at that time to "the principal problem of the 

 Industry -- the question of Smoking and Health:" 



"Please recall that our number one objective is to develop products 

 having maximum consumer appeal In the current and future health 

 conscious market place. Ttto years ago. In anticipation of a health 

 crisis to be precipitated by the Smoking and Health Report of the 

 Surgeon General's Coomilttee, «• undertook to develop a physically 



superior product Our strategy here was that if we could define 



new acceptable criteria by which physiological performance of a 

 cigarette would be judged, and then develop a product or products 

 meeting these criteria, we stood an excellent chance of having our 

 product be best in the market and receive valuable outside 

 endormsMnt. ...Even though the Smoking and Health Report contained 

 for ut fCH surprises we gave it thorough study. From this we came 

 to s«v«ra1 important conclusions which we expressed In a memorandum 

 to our top menagement last February. 



...It was now up to the cigarette companies to prove that 

 cigarettes are safe or that safe ones could be made. In 

 this connection It Is our opinion that the Industry must 

 somehow find a way to make an effective technical rebuttal 

 to the arguments of the anti -cigarette forces. Only in this 

 way will the present burden be lifted from us. 



Secondly the government and private agencies would Intensify 

 their technical activities on the smoking and health 



