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19 



question to protect their monetary and political interests. 

 The Industry to avoid excessive regulation and to maintain 

 Its coMpetltlve independence would have to do likewise. 



Third, these research efforts would In all likelihood lead 

 sooner or later to cigarettes generally regarded as 'less 

 harmful' than others.... We would have to leapfrog forward 

 In product design. 



"...It behooves Philip Morris to participate In suitable ways In 

 this endeavor In order to learn the most from whatever knowledge is 

 discovered and to be prepared to take conaiercial advantage of any 

 developments from these programs... .We are engaged in a research and 

 development program to deliver a cigarette line with superior 

 physiological perfonnance, unique and effective filter iystems 

 attractive to marketing interests* and with taste and flavor 

 comparable to major filter brawi-.... 



'In a11 this activity our aim Is to 'Be Prepared.' We cannot know 

 how the advertising code wl11 be Interpreted or administered, or how 

 the products we are developing can be merchandized In the market 

 place. We do know that a11 the major cigarette companies have new 

 allied themselves with biological research laboratories and are 

 actively working in these areas... 



"In short, the Research and Development Department is working to 

 establish a strong technological base with both defensive and 

 offensive capabilities In the snaking and health situation. Our 

 philosophy Is not to start a war, but if war comes, we aim to fight 

 well and to win." *2 



a. Advertising Themes; Mid 1960s 



Below are descriptions of cigarette advertisements containing health 

 related aMSAQts which appeared during the mid 1960s: 



"Kent cigarettes were promoted with the theme of pleasure, though 

 references to its 'highly absorptive' Micronlte filter undoubtedly 

 brought back memories to many smokers of the advertising campaign 

 with which Kent cigarettes had been launched in 1952 promising 'the 

 greatest health protection in cigarette history.' ... Health 

 protection was still implied by ads like 'This is a filter that does 

 Its work... Today more than ever, to a smoker, it's a Kent.' 



"Philip Morris ads Included an implicit health reassurance: 

 'Activated Charcoal: highly absorbent of selected gases to smooth 

 out flavor; Fresh-Air System: acetate fibers reduce tar while fresh 

 air Injection surrounds and freshens flavor.' 



