In the 1950s, smoking was a common habit among the population in the United States. Cigarettes were heavily advertised, with advertisers often promoting them as beneficial to one's health. However, during this time, medical studies began to emerge, revealing the dangers of smoking and its link to various health issues, including cancer. This led to a significant shift in public perception of smoking and a decline in cigarette consumption.
The cancer scare
As the awareness of smoking hazards increased in the early 1950s, a cancer scare spread among consumers. People began to realize for the first time that smoking could be a significant risk factor for developing cancer. This newfound knowledge prompted a decline in cigarette consumption, marking the first time since the Great Depression that such a decline had occurred.
The Federal Trade Commission (FTC) responded to the growing concerns by implementing new restrictions on cigarette and tobacco advertising. In 1953, tobacco companies agreed to stop advertising cigarettes as healthy. This restriction had a significant impact on cigarette ads in the 1950s. Prior to the implementation of these regulations, about half of the cigarette ads in magazines promoted the health benefits of smoking. However, after the FTC's guidelines, there was a noticeable decrease in ads that associated cigarettes with health benefits.
Changing Advertising Strategies
Tobacco companies had to find new ways to advertise their products without promoting the health benefits of smoking. Unable to use health claims, cigarette advertisers began targeting specific genders in their ads. They aimed to associate cigarettes with a desirable lifestyle and image, tailored to appeal to men and women separately.
Previously, tobacco companies heavily relied on health benefits as a reason to buy their products. For example, the Camel cigarette ad campaign from 1946 to 1954 used the slogan, more doctors smoke camels, suggesting a connection between masculinity, health, and smoking. However, with the implementation of the FTC guidelines, ads that promoted health benefits and cigarettes' relationship to health became scarce after 195
In 1955, Marlboro launched the Marlboro Man campaign, which took a different approach from the previous health-oriented campaigns. The Marlboro Man represented individualism, autonomy, and self-sufficiency, rather than health. This new advertising strategy celebrated a rugged, independent male image, appealing to men's desire for freedom and rebellion against institutional authority. Other tobacco advertisers followed suit, developing ads that created a strong, independent male image to encourage men to smoke their cigarettes.
Simultaneously, tobacco companies also developed ads targeted at women, encouraging them to smoke as well. These ads were primarily published in women's magazines, such as Women's Day, and depicted women living luxurious, relaxed lives at home while their husbands were at work. These ads aimed to associate smoking with femininity and a desirable lifestyle.
Smoking Trends and Statistics
While it is challenging to determine the exact number of people who smoked in the 1950s, trends in cigarette sales can provide some insights. In Wisconsin, for example, the Division of Health analyzed trends in cigarette sales from 1950 to 198Per capita cigarette sales were calculated by dividing the total number of cigarettes for which Wisconsin state excise tax was paid in a given year by the number of Wisconsin adults (18 years old and above).
According to the analysis, in 1951, there were approximately 105 packs of cigarettes (20 cigarettes per pack) sold for every adult in the state. Per capita cigarette sales peaked in 1981 at 118 packs per Wisconsin adult. However, there were sustained declines in tobacco sales during specific periods, including 1954-1956, 1962-1966, 1969-1971, and 1982-198The most significant decrease of 10% occurred from 1982 to 198
These declines in cigarette sales can be attributed to various factors, including increased awareness of the health risks associated with smoking, anti-smoking campaigns, and changes in public policies. Efforts to discourage smoking, such as mandatory warning labels on cigarette packs, physician's advice to quit, antismoking advertising, and increased taxes on cigarettes, have contributed to reducing smoking rates.
In the 1950s, smoking was prevalent in the United States, with advertisers promoting cigarettes as beneficial to one's health. However, with the emergence of medical studies linking smoking to various health issues, including cancer, public perception of smoking began to change. The cancer scare led to a decline in cigarette consumption, and the FTC implemented new restrictions on cigarette advertising.
Tobacco companies had to adapt their advertising strategies, shifting away from health claims and instead targeting specific genders with ads that associated smoking with a desirable lifestyle. The Marlboro Man campaign revolutionized cigarette advertising by promoting individualism and independence, appealing to men's desire for freedom. In parallel, ads targeted at women depicted a luxurious, relaxed lifestyle associated with smoking.
While it is challenging to determine the exact number of people who smoked in the 1950s, trends in cigarette sales indicate a decline in consumption during certain periods. Efforts to discourage smoking, including public awareness campaigns and policy changes, have played a significant role in reducing smoking rates over time.
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