Sepia Saturday challenges bloggers to share family
history through old photographs.
This week’s
Sepia Saturday prompt features Marlene
Dietrich in a cigarette ad. As a child, I clearly remember the Surgeon General
announcing that cancer was directly related to smoking, and I took his warning
seriously. Although my parents and all my parents’ friends smoked, I was never
tempted, not even in college when girls in my dorm experimented. I suppose it
was while my mother was a student at Shenandoah College in Dayton, Virginia,
that she and her friends decided it was time to do the adult thing and start
smoking.
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Momma, Christine Westbrook, and Betsy Ward about 1947 with cigarettes in hand |
During summer break, Momma and her roomies wrote back and
forth, sometimes weekly. Most of the letters are filled with gossip about who
was dating whom, descriptions of weddings and parties they had attended, and
playful anger about not getting letters from “that poot Mimi” or Joan or Paul
or or or. Often they were planning to get together at Virginia Beach for a “gab
fest,” to “sop a few beers” as they said, and of course, to smoke.
As I read the letters, I began to wonder what made people
choose one brand over another, so I looked for cigarette ads from about 1948.
In one letter, Peggy Compher added in closing that she
had switched from Luckies to Herbert Tareyton.
Luckies I knew, as that had been my uncle’s brand. “Lucky
Strike” in 1948 claimed to be the first choice among tobacco men and
independent experts. The slogan for as long as I can remember had always been “L.
S. M. F. T. - Lucky Strike Means Fine Tobacco.”
Boy, that brought back a memory. In high school, the
other kids used to say, “L. S. M. F. T. Loose Straps Mean Floppy T - - - - - -.”
(I hate that word – I hope you can figure it out.)
So Peggy gave up that fine tobacco for Herbert Tareyton. This
brand featured a cork-tip that prevented the cigarette from sticking to the
smoker’s lips. Who knew that was an issue? The Herbert Tareyton slogan “There’s
something about them you’ll like” strikes me as ambiguous. I’m sure the “mad
men” who developed the campaign meant that the many fine qualities would suit
everyone, but I keep thinking the second half of the slogan could have been “but
we can’t quite put our finger on what that something is.”
While I had never heard of HERBERT Tareyton, I clearly
remember its variation Tareyton and the ads from the 1960s: “Us Tareyton
smokers would rather fight than switch.” Print ads featured people from all
walks of life with a black smudge under one eye. Celebrities like Martha Stewart
and Lyle Wagoner were pictured in the ads too. But the grammar! “Us” rather
than “We” drove grammarians like my mother crazy. However, the campaign worked:
there was nobody who hadn’t heard of Tareyton.


My mother was a Pall Mall girl. I don’t know if she smoked
anything different before I came along, but until she gave up smoking (was it
in the 80s? 90s? I can’t remember) there was always the iconic red cigarette
package lying around somewhere. Pall Mall promoted itself as being a LONG
cigarette, the length contributing to a better mix of air and smoke ensuring
more pleasure and better taste. I do not know all the various ways Pall Mall
advertised itself, but this one ad in which the Ritz Carlton claimed to prefer
Pall Mall probably spoke to my mother. She was always drawn to the better
things in life.
Jeanne Bailey, Momma’s college friend from Connecticut,
started her smoking career with Life cigarettes. In 1948, it was the new
thing offering a non-mentholated millecel filter, the latest “ultra high
filtration” that would surely alleviate any health concerns cigarettes might
pose. Here is what Jeanne had to say about Life in October of 1948:
I bought a pack of “Life” cigarettes yesterday. They aren’t
bad. If they live up to their advertisement they’ll be okay. “Not too short,
not too long, not too thin, just right.” You’d look a long time to find
anything that good I think.
In March of 1949, Jeanne was done smoking, for a while at least:
News Flash - I gave
up smoking for Lent – just to test my will power – it’s really testing it!! Right
now, I’m dying for a smoke but I’m too stubborn to change my resolve. I chew
gum instead. I think I have three hunks in my mouth now.
Oh Jeanne, you are so funny.
Please visit my smokin’ hot friends at Sepia Saturday.
Wendy
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