j Chapter 4 
by the Federal Trade Commission (FTC) method (Pillsbury et al., 1969), 
15 mg or less tar (Federal Trade Commission, 1994; Slade, 1989; Warner, 
1985). By 1992 these so-called milder cigarettes had captured about 
69 percent of the market (Federal Trade Commission, 1994). 
The lower tar cigarettes were accompanied by advertisements such 
as the following: 
Vantage is changing a lot of my feelings about smoking. I like 
to smoke, and what I like is a cigarette that is not limited on 
taste. But 1 am not living in an ivory tower. 1 hear the things 
being said about high tar smoking as well as the next guy. So, 
1 started looking for a low tar smoke that had some honest-to- 
goodness taste (Anonymous, 1977). 
It is believed that the Vantage advertisements targeted "intelligent" 
smokers (Pollay, 1990). 
Since 1974, FTC has collected data on advertising and promotion of 
cigarettes yielding 15 mg or less tar (Figure 2) (Federal Trade Commission, 
1994). As pointed out by Davis (1987), for many years the proportion of 
advertising and promotional expenditures for lower tar cigarettes exceeded 
Figure 2 
Domestic market share and proportion of total advertising and promotional expenditures 
related to cigarettes yielding si 5 mg tar, by year: United States, 1975-1992 
Source: Federal Trade Commission, 1994. 
