280 



36 



By enphaslzing tar and nicotine content 1n advertising during the 1970s. 

 the Industry hoped to convince the public that the lower the tar and 

 nicotine, the healthier the cigarette, and thereby to stop smokers 

 concerned about health from quitting smoking, as noted in the December 15, 

 1980 Business Week ; 



"Some (Industry executives) suggest that the explosion in low-tar 

 brands ... has finally done the lob of stopping health-conscious 

 saokers fro* quitting." '^ 



According to the FTC, the powerful health message the' urklng con < be 

 safe despite hear.h warnings was being conveyed In adve) »^-i..;ntt fo> low 

 tar and nicotine cigarettes: 



"Many cigarette advertising techniques aooear to denigrate or 

 undercut the health warning. Information ootalned from subpoenaed 

 documents Indicates that, at least in the case of several advertising 

 ^|iipa1gns, these techniques appear to have been carefully planned." 



b. Advertising Thewes; Late 1970s to Early 1980s 



"Vantage ads continued the emphasis on low tar. Vantage Ultra Lights 

 were Introduced. 



"Kent III was Introduced In the low tar category. Kent Golden Lights 

 (which had more tar than Kent III) used comparison advertising to 

 Mke It appear that they were lowest in tar. One such ad said 

 'Getting the runaround trying to find a good tasting low tar?' with a 

 pIctUTt of footsteps tracking around a group of cigarette packages. 



"Merit continued to use consumer market research claims to argue that 

 95 porctnt of current Merit smokers would not switch, and that 

 smokers liked the tast of Merit better than that of high tar 

 cigarettes. Merit Ultra Lights were introduced. 



"Carlton continued to use government test reports and mocked-up 

 newspaper headlines to make the claim 'Carlton is lowest.' 



"Now also used claimed results of government studies and comparison 

 advertising to make the claim that Now is Lowest.' In any of its 

 ads, Carlton was the target, as In 'Which is the lowest 100s? (Hint: 

 It's not Carlton)' 



