While looking for something else I stumbled across Sponsor magazine, a trade mag for radio and television advertising in the early 50s. Things were both very different and incredibly the same back then.
Anyway, the December 17, 1951 issue had an article titled “Is today’s rash of cigarette claims harmful to all advertising?”
Apparently, cigarette companies had discovered negative advertising and were blasting one another by name. The gist of the ads was that X brand wasn’t healthy even though they claimed it was.
"The public was barraged with a mumbo-jumbo of chemical terms, percentages, bar graphs, medical reports, irritation tests, and the inevitable white-clad physician peering somberly through a microscope. An industry bon mot was, “Nowadays you’ve got to quote either the American Medical Journal or Reader’s Digest.” (The Digest was anti-smoking. A year later, according to an online article “A widely read article in Reader’s Digest in 1952, “Cancer by the Carton,” contributed to the largest drop in cigarette consumption since the Depression.”)
A spokesman for Philip Morris said, “What most concerns us is that 2,000,000 people converted to Philip Morris because of our hardsell ‘nose test’. It works. In a way, smokers, are like drunkards; they have a guilt feeling about the habit. So you have to sell them on the idea that the cigarette you offer them is less harmful than others.”
If cigarette companies concentrated their advertising on this subject, several conclusions follow. The big one is that smokers knew that the habit could be unhealthy generally but were easily persuaded that their individual habit wasn’t as bad, so they didn’t have to think about it.
The companies introduced filter-tipped cigarettes to the broad audience in 1954, giving another reassuring pat on the back. It took another decade for the anti forces to gather around the Surgeon General’s Report of Jan. 11, 1964.