The Informational Content of Cigarette Advertising: 1926-1986

A content analysis of 568 cigarette ads during 1926-86 found that most explicit claims (i.e., statements) are about health, construction, and taste. Consistent with theoretical predictions, and contrary to popular belief health claims emphasized the negative health aspects of smoking, except when prevented by regulation. Moreover, emphasis in health claims corresponded to the dominant smoking-and-health fears of the time. Health-related claims came in two major waves, first in the late 1920s through the early 1950s, reaching a peak during the cancer scare of the early 1950s, and then again after 1966, when the FTC first allowed tar and nicotine claims, and later required tar and nicotine information and health warnings.