In the broad spectrum of medical history, the relationship between doctors and patients has changed significantly in recent decades. For a long time, health was the authority of physicians.
Patients relied on the education and expertise of their doctors and, for the most part, followed their advice. When health concerns about cigarettes began to gain public attention, tobacco companies took retroactive action.
From the 1930s to the 1950s, the most powerful advertising phrase—"doctors' advice"—was associated with the world's deadliest consumer product. Cigarettes were not seen as dangerous then, but they still made smokers cough.
To allay fears, tobacco brands hired throat "doctors" (that is, models wearing white coats) to explain that dust, germs or a lack of menthol were to blame, not the cigs themselves. To. Tobacco companies capitalize on the public's trust in physicians to address concerns about the dangers of smoking.
During the 1920s, Lucky Strike was the leading brand of cigarettes. Created by the American Tobacco Company, this brand was the first to use the image of a doctor in its advertisements. "20,679 physicians say 'the lucky ones are less bothered,'" its advertisements declared.
The advertising firm promoting Lucky Strikes sent free cartons of cigarettes to doctors asking them if Lucky Strikes was less irritating than a 'sensitive and tender' throat. The company claimed that its toasting process made its cigarettes a greasy smoke.