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- 41 



a. *dvtrt1s1nq Themes: Early to Mid 1980s 



R.J. Reynolds carried out new narketing efforts In the 1980s to counter 

 consumers' health concerns about smoking, as described by Joe Tye: 



"In early 1984, Reynolds began Its multl-mmion dollar advertising 

 caapaign with an ad headed 'Can we have an open debate about 

 SMOklng?' This ad Included the statement, 'Studies which concluded 

 that smoking causes disease have regularly ignored significant 

 evidence to the contrary ... Ourinq the coming months we will discuss 

 a nuflOer of key Issues relating to smoking and health. We will also 

 explore other important Issues including relations between smokers 

 and nonsmokers, smoking among o«ir youth, and 'passive smoking. '•«• 



Other advertising efforts for various brands during this period Included 

 the following: 



"Vantage ads featured young athletes engaged in strenuous activities. 

 In a deceptive attempt to convey the impression that smoking Is 

 coiH»at1ble with the extraordinary conditioning of the heart and lungs 

 required to participate In these activities, and In direct violation 

 of the cigarette industry's own voluntary advertising code that 

 prohibits the depiction of smokers engaged in strenuous athletic 

 activities. 



"True cigarettes continued to be advertised with an emphasis on low 

 tar and nicotine levels ... in late 1985 True Gold was entered into 

 the competition for younger smokers with Images of attractive young 

 men on glamorous but mysterious missions into exotic foreign 

 countries. 



"Carlton began the period with Its usual 'Carlton is Lowest' theme, a 

 theai wklch continued 1n many of Its advertisements. It also, 

 hoMever, began the 'If you smoke, please try Carlton' theme, (which 

 secai to say, if you are going to smoke please take care of your 

 health by smoking Carlton) For certain audiences, the health theme 

 seemed to be more urgent than for others. In the magazine Working 

 Mother, for example, the health theme is strongly emphasized, 

 probably because the pregnant women and young mothers who read this 

 magazine require serious rationalization to Justify their smoking. 



"Now stayed with the 'Now ls lowest' theme. 



"Parliament continued to push its recessed filter with the slogan 

 'All's well that ends well.' In early 1986, a new ad campaign was 

 Initiated with the slogan 'The perfect recess.' 



