272 



- 28 - 



Anothar Vantage ad "depicted a woman saying, 'I smoke. And I'm not 

 going to apologize for It.' She said that, although she was 

 concerned by 'all that stuff they say about high 'tar' and 

 nicotine,' smoking low tar cigarettes was like smoking a 

 'toothpick.' Vantage, she said, had tar and nicotine levels low 

 enough that she didn't 'have to make any excuses for smoking,' but 

 not so low as to interfere with 'full tobacco taste."* ^° 



"Cigarettes such as Carlton and Now have long been promoted as 

 lowest in tar, with the health implication being quite direct." ^^ 

 "Other True ads spoke about the cigarette's tar and nicotine level, 

 and then asked questions like 'Shouldn't your next cigarette be 

 True?' One ad «ckncw1edgfid that the fear-oriented advertising for 

 Trvr was nc . cl* -fccted at new starters, wrt, tended to smoke other 

 cigarettes: Vou don't sr rt with True. You change to True.' 



"Pall Man cct.tlnued to c^'.It. t>'it U.S. novernwent figures showed 

 Pall Mall to be lower in tar than the best-selling filter king. 



"Lucky Ten was Introduced as a way that smokers of the best-selling 

 regular size cigarette could cut their tar In half. Ads included 

 tables comparing tar and nicotine content of Lucky Ten and other 

 cigarettes. 



"The Philip Morris Multif liter was changed to be the Benson ft Hedges 

 Multif liter. It was billed as 'The Moderate Smoke.' One ad said 

 'It's the cigarette you can feel comfortable with. Enjoy. And stay 

 with. Philip Morris International was also introduced. 



"Ulnston Lights were Introduced. 



"Parliament continued to push the recessed filter, which was said to 

 act as a cigarette holder. 



"Carlton continued to push its tar and nicotine levels. Smokers 

 were offered a free copy of the latest U.S. government measurements 

 of cigerette tar levels. 



"R«1«1gh still pushed ... the theme 'spend a milder moment with 

 Ralel^li.' Raleigh 'Extra Milds' were Introduced. 



"Ooral ads claimed that the brand 'has fixed what you don't like 

 about }cm 'tar' and nicotine smoking.' A cut-away photograph of its 

 filter showed a recessed, baffled chamber. 



"Iceberg 10 cigarettes were introduced with ads comparing the tar 

 ratings of leading cigarettes." " 



2. Mid to Late 1970s 



