The campaign featured sailors, sea captains, pilots, weightlifters, war correspondents, scientists, and farmers, alongside the slogan-turned-jingle: You get a lot to like with a Marlboro filter, flavor, flip-top box. Rather than using professional models, the agency took a more straightforward approach and cast men who embodied what Burnett described as masculine confidence: We shunned slick professional models, so familiar in cigarette advertising, as well as testimonials
It was an experience curiously reminiscent of that time twenty-four years before, when the First World War had come to me on another trip, as a passenger on a German boat in the middle of the North Atlantic
"If it wasn't going to make a difference the tobacco companies wouldn't have spent so many millions of dollars to try and block it," he said
Almost 87% of people die from lung cancer caused by smoking cigarettes
Five Tips to Quit Smoking We are all well aware of the ill eects of smoking, thanks to years of public education
The reported odds ratio was 3.13