Dr. Fred Beard:
The Chesterfield ad from 1964 is a great example of both a cigarette
ad and the testimonial tactic. Advertising, of course, has a long
history with tobacco overall and cigarettes, in particular.
The first display ad for tobacco ran in the New York Daily Advertiser
in 1789. In 1964, the year this Chesterfield ad ran, more than forty
percent of adults were smokers and that was the year the U.S. Surgeon
General released the first report on cigarette smoking.
Obviously, society’s attitudes regarding cigarettes have changed a
great deal since then and we’ll never again see cigarette ads in many
media outlets, although cigarette marketers still spend a lot of
advertising dollars in magazines and outdoor.
The testimonial tactic also has a long history in cigarette
advertising. They were extremely common in the 1920s.