Tobacco and Public Health - TCSC Indonesia

LYNN T. KOZLOWSKI AND RICHARD J. O’CONNOR 43
and nicotine are dangerous might have ‘kind words’ for Vantage ® .The ‘work so hard’
phrase acknowledges that compensatory smoking can require significant effort,
but reassures the smoker that Vantage ® will not be like that. Other brands have been
marketed using similar tactics (see Table 3.2).
Table 3.2 Selected slogans for Light cigarette brands, 1970s to 1990s
Merit ®
1980 Merit Wins Taste Honors. Research establishes low tar MERIT as proven taste
alternative to high tar smoking. [20610112428] a
1992 Merit introduces surprising flavor at only 1 mg tar. [20610071836] a
1996 (Merit) Yes! Yes, you can switch down from full flavor and still get satisfying
taste. [206100073377] a
True ®
1974 New. True 100’s. Lower in both tar and nicotine than 98% of all other
100’s sold. [502293758] b
1974 Is new True 100 lower in tar than your 100? Tests for tar and nicotine
by U.S. Gov’t Method prove it. New True 100 mm is lowest in both tar
and nicotine of all these leading 100 mm cigarettes [lists several brands].
[502293760] b
Vantage ®
1971 (Vantage). You don’t cop out. We don’t cop out. You demand good taste.
But want low ‘tar’ and nicotine. Only Vantage gives you both. c
Triumph ®
1980 TRIUMPH BEATS MERIT! Triumph, at less than half the tar, preferred over Merit.
Taste the UMPH! in Triumph at only 3 mg tar. c
Barclay ®
1981 Barclay. 99% Tar Free. The pleasure is back. c
Winston Lights ®
1976 Most low ‘tar’ cigarettes have no taste. A lot of new cigarettes give you
low ‘tar’ and nicotine numbers. But I can’t taste numbers. What I can
taste is Winston Lights. I get lower ‘tar’ and nicotine. But I still get real
taste. And real pleasure. For me, Winston Lights are for real.
[515222693] b
Kent Golden Lights ®
1976 Kent Golden Lights. As low as you can go and still get good taste and smoking
satisfaction … Kent Golden Lights. Tastes so good, you won’t believe the
numbers. [500331489] b
aAvailable at http://www.pmadarchive.com
bAvailable at http://www.rjrtdocs.com
cAs cited in National Cancer Institute (2001).