So Rich Mild And Fresh Analysis

901 Words 4 Pages
In Steve Craig and Terry Moellinger’s article, ““So Rich, Mild, and Fresh”: A Critical Look at TV Cigarette Commercials, 1948-197,” they address the ways in which television commercials promoted the appeal of cigarette smoking to different groups as well as how cigarette companies responded to the rising fears about smoking-related cancer.
To start, following World War II television captured the public’s attention as the next greatest technological advancement. Around the country, not only the average American was investing in the newest fad, but so were cigarette companies who saw the television as their next marketing strategy. It is reported that during cigarette commercials “glory days” the companies had spent millions of dollars. One
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One way in which advertiser's decided to overcome this concern was through the use of pseudo-science where by they provided falsities about the health of their cigarette (59). Each company stood behind their brand that their cigarette was clean and less irritating through the use of tests and experiments that had no factual evidence behind them (59). During this time, the fear of cigarettes only continued to rise as cigarette companies had to decide how they would change their strategy in order to increase their sales (60). This paranoia brought forth the rise of advertising the filtered cigarette as a more health conscious alternative. This period was marked as what would be named the “filter wars” where new companies rose to the scene as older companies were forced to adapt to the changing demand of their clientele (60). Although the filters in the various cigarette brands were extremely similar, it did not stop various companies from advertising their brand as “especially effective and revolutionary in design” (61). The effect of the “cleaner” cigarette was apparent, as sales continued to increase the fate of cigarettes seemed …show more content…
Cigarette companies were once again faced with yet another complication as they had to navigate through the confirmed risk of smoking that people had been fearsome of for years. Still, one way in which cigarette companies tried to maintain their business was the continuous advertising of filters as being a healthy alternative to other brands (63). One study in particular which was conducted by Lorillard's True filters used their pseudo-science to explain that their product was a more healthy option because their filters were “the lowest in tar and nicotine” of various other brands tested (63). Another way in which the companies and advertisers gained mobility in what seemed a dwindling business was by taking advantage of the women’s movement in the 1960’s (63). The Virginia Slim company saw the changing social climate and decided that, like the Marlboro company who marketed their cigarette to men, they could use the same strategy except target their ads to women (64). This was especially important to not only the company because of its success, but also should be noted for its implications and significance. Advertisers, especially on television are exceptionally skilled in acquiring the audience they wish to sell to. Whether it be through, offering a healthy alternative, providing false facts, targeting gender identity, or

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