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iMjor c1g«ratt« MnuMcturers, all cigarette advertising was to disclose 

 the tar and nicotine content of the advertised brand as determined by the 

 FTC. Beginning ln 1972, the FTC required major cigarette manufacturers 

 to Include the Surgeon General's warning In all advertising. ^® 



a. Advertising Themes 



1. Early to Mid 1970s 



In the 1970s, the cigarette companies continued to focus their 

 promotional efforts on low tar and nicotine cigarettes, seeing within 

 that product line the means of encouraging smokers to continue their 

 habits and recruiting new smokers, especially teenage girls and young 

 Moaen. Kenneth Warner described the Industry strategy as using ' health 

 concerns to promote so-called 'less hazardous' cigarettes ." (emphasis 

 added) *' 



Below are descriptions of such advertisements: 



'A Ventage magaiinc advertisement portrayed a handsome sincere- 

 looking Mie model with the message, ' If you smoke and are concerned 

 about your health, switch to Vantage... low in tar and you won"^ 

 sacrinc< flavor .^ ^^ i^ 



'Vantage used many health reassurances during this period. Another 

 ad said 'Instead of telling us not to smoke, maybe they should be 

 telling us what to smoke,' and went en to discuss low tar and 

 nicotine levels in Vantage, said to be delivered without reducing 

 taste. An ad for Vantage stated: 'In most cigarettes, the more the 

 flavor, the more the 'tar.' Except for vantage ... what separates 

 Vantage Menthol from ordinary menthols is that Vantage menthol gives 

 you all the flavor you want, with a lot less of the 'tar and 

 nicotine that you probably don't want." 



