475 



Table 3 



Examples of Cigarette Advertising Claiming 

 Reduced Throat Irritation 



Company 



Brand 



Text 



American Tobacco 

 Brown & Williamson 



Liggett & Myers 



Lorillard 

 Philip Morris 



RJ Reynolds 



Pall Mall 

 Kool 



Chesterfield 



Old Gold 



Guard against throat-scratch 



Your mouth and throat will 

 feel soothed, more relaxed, 

 than with 'hot' cigarettes. 



Nose, Throat and Accessory 

 Organs not Adversely Affected 

 by Smoking Chesterfields. 



Lowest in throat -irritating 

 tars and resins. 



Philip Morris Something wonderful happens 

 when you change to Philip 

 Morris! Here's why: 

 1. You'll feel better 

 because, in case after case, 

 coughs due to smoking 

 disappear. . .parched throat 

 clears up... that stale smoked- 

 out feeling vanishes. 



Camel 



The "T-Zone" -- Taste and 

 Throat - - the proving ground 

 for cigarettes. 



Not one single case of throat 

 irritation due to smoking 

 Camels . 



Sources: New York Daily News . 9/22/52 (Chesterfield ad). All 



others: Affidavit of Frederick H. Walsh, FTC v Liggett 

 & Myers . 11/19/52. 



