Tobacco in the 1960s

This 1960 Chicago Tribune advertisement markets Kent Cigarettes as the cigarette of social status and credibility, claiming it to be the "favorite cigarette of scientists, educators, bankers, [and] lawyers."(2) Rather than appealing to emotion or suggestive imagery, Kent appeals to both professionalism and intelligence. The advertisement mimics the style of a survey, using a clipboard graphic and bar charts to make their brand look the best based on fictional data.

By targeting professions associated with respect and wisdom, the advertisement puts smoking as a reasonable choice. It guarantees readers that people who are "particularly discriminating in their taste and sensible in their judgments" choose Kent. To young adults who are trying to enter the professional world or earn a more serious image, this message would have been persuasive, since it associates cigarette smoking with social respectability and good judgment.

This Kent ad employs the illusion of scientific and medical approval to direct behavior. It doesn't only sell the product, but the suggestion that smoking Kent signifies that the smoker is part of a smart and sophisticated group. In a culture where professionalism and the desire to "climb the social ladder" were a concern to many, this ad presented young adults with the perfect opportunity to do just that.

This 1960 Chicago Tribune newspaper advertisement reflects Marlboro's strategy to market filtered cigarettes during a period when health concerns were beginning to be a concern. The advertisement keeps its message brief but powerful, with the text "try Marlboro"(3) in big, bold print, and the phrase, "the filter cigarette with the unfiltered taste" promotes that the brand offers safety and satisfaction.

An exhausted man leaning against a tree, rake in hand and cigarette in mouth, is a carefree and masculine image. Images like this directly appealed to young adult males, with the imagery linking the act of smoking with ease after a hard day's work. With a straightforward layout, the advertisement is not too heavy in persuasion but, instead, the imagery and lifestyle appeal sell themselves. The tagline "You get a lot to like with a Marlboro" guarantees the product is not just nice but also trustworthy, an easy choice for potential consumers who wish to be mature or confident.

Marlboro employed affective and visual cues rather than facts. It is natural that the advertisement appeals to young adults by persuading people to smoke not as a habit, but as a step towards becoming a person who's manly and has their life together.

This 1965 Chicago Tribune ad for Iwan Ries & Co.'s Dr. Bradley pipe tobacco blend depicts pipe smoking as intellectual and sophisticated. Unlike the Marlboro ad from the same period that emphasizes rough masculinity and casual leisure, this ad places tobacco use as cultured and appropriate. The headline encourages readers to try a product "originally developed for Dr. Preston Bradley,"(4) which gives the ad a sense of credibility and sophistication by associating it with a doctor and the idea of expertise.

The black-and-white advertising campaign is punctuated by a dramatic silhouette of a man lighting a pipe, highlighting the advertisement's themes of elegance and professionalism. With phrases such as "Tobacco with character and substance" and "Pipe smoking is an art. Let us teach you," the message is clear: this product is for people who want to be seen as thoughtful and calm.

The tone offers readers the opportunity to join a more elevated smoking culture. Featured in the Chicago Tribune, this ad targeted young urban adults who were likely trying to get into professional settings or take on more adult roles. Iwan Ries & Co. relied on tradition, prestige, and professional language to make its case. It doesn't present smoking as an issue, but as a professional and respectable habit, one worth picking up for somebody who wanted to appear sharp, experienced, and worldly.

This 1960s television commercial(5) for Kool Cigarettes uses sound, visuals, and tone to deliver a smooth, relaxed image of smoking. The ad consists of a soft jazz soundtrack and calm narration, promoting the idea that smoking Kool provides a refreshing and relaxing experience. The visual emphasis on ice and the repeated line “Come all the way up to Kool” works to associate the cigarette with coolness and freshness.

While print ads rely on stock images, this one uses movement and music to create mood. The deliberate pace and soothing voiceover are designed to place the viewer in a calm state, reinforcing the idea that Kool is not just a good cigarette but also a pleasant lifestyle. While Marlboro and Kent called upon masculinity, Kool is all about indulgence and sensory experience, particularly appealing to young adults who may have been drawn to a more laid-back, fashion-oriented style of smoking.

The ad also avoids any reference to health or danger and instead opts for beauty and sensation. Its sophisticated imagery and relaxed ambiance suggest that smoking Kool is not only permissible but desirable, especially for one who wants to look calm and cool. For young adults navigating adulthood in the 1960s, this advertisement introduced smoking as part of being a cool, smooth self.