Cover essay
Lorillard's "Candy Box" ad for Newport cigarettes: is she pregnant?
Ronald M Davisa, Anne Landmanb
a Center for
Health Promotion and Disease Prevention, Henry Ford Health System,
Detroit, Michigan 48202-3450, USA, b American Lung Association of Colorado, West
Region Office, PO Box 3154, Grand Junction, Colorado 81502, USA
Correspondence to: Dr Davis rdavis1@hfhs.org
| The first 150 words of the full text of this article appear below. |
 |
Introduction |
|---|
One of the axioms in tobacco control is that today's outrage from the tobacco industry will be eclipsed by tomorrow's. Just when you think you've seen the worst possible transgression by the bad guys, something even worse comes along.
The "outrage" in the spring of 1985 was an advertisement for
Newport Lights which featured a pregnant woman, or at least a woman who
looked
pregnant
very pregnant. The ad is
reproduced on the cover of this journal supplement and as a figure in
this essay (fig 1). Tobacco industry documents now available on the web
shed light on the history of the ad.
| Figure Removed (Available Only in the Full Text) |
Lorillard called the ad "Candy Box" because it shows a young man
offering a box of candy to a young womana woman with a very protuberant abdomen. According to the Federal Trade Commission (FTC),
"The ad ran extensively in April, May and June [of 1985] in
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