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phenomena whose many manifestations include suppressed fear of the 'big fire' or atom bomb." -

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    contributed by Larry Breed

1966-01-01: Health warnings on Cigarette Packs begin

In order to adhere to the recently passed Cigarette Labeling and Advertising Act, cigarette packages begin to carry labels which read: "Caution--cigarette smoking may be hazardous to your health."

1967: John Banzhaf convinces FCC to apply TV Fairness Doctrine to cigarette ads, and to allow anti-smoking grups to respond to cigarette advertisements on TV.

Noted commercials include one in which a young boy is seen smoking his dad's discarded cigarette, a light-hearted Gene Kelly spot, and a heartfelt plea by William Talman, who played the prosecuting attorney in the Perry Mason TV series:

I have lung cancer. Take some advice about smoking and losing from someone who's been doing both for years. If you haven't smoked, don't start. If you do smoke--quit. Don't be a loser.

Talman died before the commercial aired.

Cigarette consumption declines each year for the next 4 years, for the first time in a century when cigarette consumption rose almost yearly. Some credit these commercials with helping as many as 10,000,000 Americans quit smoking between 1967 and 1970.

When the federal government moved to ban TV cigarette advertising, the industry did not fight it. Many credit their acquiescence to these commercials

1970s: Cigarettes are the most heavily advertised product in America; magazines and newspapers stop covering tobacco issues in depth.

In a survey of leading national magazines, the Columbia Jounalism Revue in 1978 is unable to find a single article in 7 years of publication that would have given readers an clear notion of the nature and extent of the medical and social havoc being wreaked by the cigarette-smoking habit . . . one must conclude that advertising revenue can indeed silence the editors of American magazines.

1971-01-02: TV Cigarette Ads Banned

January 2, 1971. Delayed for one day to allow a final glut of College Bowl ads, the Public Health Cigarette Smoking Act of 1969, which included a nationwide ban on tobacco advertising on television and radio, went into effect at midnight. Fairness Doctrine anti-smoking ads also disappear.

"It was going to be a whole new world now," recalled the company's acknowledged ad wizard, Jack Landry. As his farewell gesture to the medium he had used so effectively, Landry 143

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