No matter your location, experience “pleasure everywhere” with Kent cigarettes! That is the promise made to viewers of this advertisement in the January 31, 1964 issue of Life Magazine. This advertisement features a happy, white couple overlooking the beautiful mountains of Austria, each enjoying a cigarette. They appear to be the epitome of happiness and beauty, experiencing the kind of travel that so many desire. Why Austria? Kent Cigarettes is a proud sponsor of the 1964 Winter Olympics in Innsbruck, of course! After all, why wouldn’t a cigarette brand sponsor the world’s most talented athletes? Through this advertisement, Kent is not only selling a product, but an experience. Although a contrived fantasy, Kent paints the picture of being transported away from everyday life and off to beautiful Austria, all from the comfort of your couch and through the micronite filter of a Kent cigarette, taking part in the excitement of the Olympic Games.
As previously mentioned, this advertisement presents an idyllic scene of a content couple enjoying the breathtaking Austrian landscape. The vibrant, highly saturated imagery, coupled with a beautiful font displaying the advertisement’s motto, emphasizes a glamorous and carefree lifestyle associated with the product. With the standout motto, “Pleasure Everywhere!” along with the showcase of attractive individuals in picturesque settings, the ad implies that using these cigarettes leads to happiness and sophistication. Without looking through a modern, critical lens, there are no apparent negatives associated with smoking, but rather, only positive imagery. Moreover, the endorsement of elite athletes at the Winter Olympics in Innsbruck further reinforces the perception of the product as desirable and harmless. The slogan “Anywhere you go, you’ll get more real smoking pleasure from Kent” suggests a consistent and fulfilling experience regardless of location, whether one is physically in Austria or simply engaging with the brand’s imagery. To readers, it gives the implication that “Kent goes to the Winter Olympics in Innsbruck, Austria” and so can you! Thus, the advertisement effectively promotes Kent cigarettes as not only a smoking choice but also a pathway to a luxurious and fulfilling lifestyle.
The representation of people enjoying cigarettes in a luxurious lifestyle is akin to the kind of false advertising present in the 1920s with the use of elephants in Miami Beach to attract visitors. These animals were intended to contribute to the image of leisure and tropicality, but were also laborers, highlighting a dark underbelly to their presence in Florida, much like cigarette advertisements. Society was not yet on the cusp of anti-smoking campaigns and the knowledge of all the harmful chemicals in the products. It was later discovered that the “micronite” filter used in Kent cigarettes, which were intended to give a “satisfying taste” and overall pleasure, contained crocidolite asbestos, one of the most toxic types of asbestos. According to the Mesothelioma Center, “The Lorillard Tobacco Company marketed the original Kent Micronite filter as a high-tech safety feature, but today the brand is remembered as one of the most dangerous types of cigarettes ever manufactured” (The Mesothelioma Center). Smoking will not, in fact, give you a beautiful, glamorous life, but it can lead to lifelong health issues. Carl Fisher, who was at the forefront of resort development on Miami Beach in the 1920s was gifted one of these elephants by a circus owner and stated that he would “get a million dollars’ worth of advertising out of this elephant.” While highly successful, much like the widespread advertising of cigarettes, amassing huge quantities of money for these companies, this kind of success comes at the price of the health and livelihoods of living things, whether it be elephants, humans, the environment, etc. Not only does this fall into the category of false advertising, but it is also by no means “concerned photography.” It is not centered around social or public issues but is rather pushing the cultivation of addiction and although unknown at the time, unhealthy habits.
While advertising does not claim to be objective as it has a defined purpose, it distorts the viewer’s opinions and perception of a product or topic, directly negating Daston and Galison’s notions of objectivity. Cigarette ads often present an idealized image of smoking, portraying it as glamorous, sophisticated, and desirable. These ads manipulate perception by omitting or downplaying the negative aspects of smoking, such as health risks and addiction. In doing so, they encourage viewers to see smoking in a favorable light, aligning with the idea of “teaching what to see and how to see it” described by Daston and Galison (44). Furthermore, cigarette ads actively engage in the “refinement of raw experience” by selectively presenting only the aspects of smoking that contribute to its allure, while disregarding or obscuring any undesirable elements. This manipulation of perception directly contradicts the concept of mechanical objectivity, which aims to present objects as they are without bias or manipulation (45). By presenting a skewed and sanitized image of smoking, cigarette ads undermine the pursuit of objective truth and instead promote subjective perceptions that serve the interests of the tobacco industry.
Given what we now know about the dangers of smoking, looking at such an advertisement in the year 2024 is somewhat startling and comical. How could someone fall for the glamorous imagery present in this Life Magazine issue? While it is easy to judge and critique historical advertisements, in truth, we all fall victim to this kind of sales tactic every day. Whether it be skincare, makeup, car brands, or clothing, for example, we are constantly entrapped in the spiderweb of contrived demonstrations of happiness and beauty, promised to consumers if they too indulge in these products. We are always striving for self-improvement and the prospect of luxury, and as a result, it is all too easy to fall victim to seemingly harmless product advertisements. Objectivity and falsity are of no concern to advertising agencies, looking to sell a product at any cost. However, we have been trained and conditioned to consume content and material at such a high rate that we often digest without giving it a second thought.
Works Cited
Andrzejewski, A. (2023, April 28). The Hidden History of Resort Elephants at Miami Beach. Edge Effects. https://edgeeffects.net/miami-beach-elephants/
Asbestos cigarette filters: History of Kent Micronite & Lawsuits. Mesothelioma Center – Vital Services for Cancer Patients & Families. (2024, March 25). https://www.asbestos.com/products/cigarette-filters/
Daston, L. and Galison, P. (2007). Objectivity. New York: Zone Book.Google. (n.d.). LIFE.
Google Books. https://books.google.com/books?id=_FMEAAAAMBAJ&printsec=frontcover&hl=sv&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
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