Ads from 2006 position Natural American Spirit drive home the clear health message: “The fact is the tobacco in most cigarettes contains additives drawn from a list of 464 chemicals commonly used in tobacco products. One recent ad from 2007 claims in a large, powerful font that “NATURAL TASTES BETTER,” and depicts a warm, sun-drenched tobacco field and a tobacco warehouse emblazoned with presumably Native American symbols. Though its ads also include the same warning that “No additives in our tobacco does NOT mean a safer cigarette,” the ads themselves work to counteract this small message. Imagery on the cigarette pack features a figure wearing a headdress and smoking a traditional peace pipe, harkening back to Native American smoking traditions in an effort to position Natural American Spirit cigarettes as spiritually healing and therapeutic. Though Winston advertised its additive-free cigarette to a straight talking, no-nonsense smoker, Natural American Spirit targets a more health-conscious audience. Later Winston ads from 2003 take a similar approach, advising young people to “Leave the Bull Behind” and opt for a “naturally smooth” Winston. Consumers are meant to infer that they somehow benefit from the lack of additives, though a warning box clarifies that “No additives in our tobacco does NOT mean a safer cigarette.” In Winston’s case, smoking 100% tobacco is meant to make the smoker feel more “hardcore” or serious – a true smoker – “No Bull.” Other Winston ads from the late ’90s render Winstons as a “Real Cigarette,” presumably as opposed to a sissy cigarette, and some use the simple slogan, “Straight up” a slang term connoting both honest, straight-talk and something that isn’t watered down (as in an alcoholic beverage with no ice). However, the benefits behind 100% tobacco as opposed to 94% are unclear in this case. This ad technique is surprisingly reminiscent of those used during the infamous “tar derby,” in which cigarette brands competed with one another for the lowest tar and nicotine levels. brands of cigarettes contain 6% additives, and only 94% tobacco, whereas Winstons are 100% tobacco. In 1997, Winston adopted the slogan “No Additives – No Bull,” and claimed that laboratory tests revealed that the top ten non-menthol U.S. Now, with more serious health implications such as greater risk of lung cancer, emphysema and heart attack associated with smoking, it is interesting to note that this additive-free advertising technique is still be used in recent decades. At the time, the largest health concern for consumers concerning cigarettes was “smoker’s cough” and throat irritation. Ad copy claimed that because Old Golds lacked artificial flavors, they would not cause throat irritation.
In the early 1930s, the slogan “Pure tobacco… no artificial flavors” graced the advertisements for Old Gold cigarettes. For decades, tobacco companies have been advertising particular cigarette brands as additive-free in an effort to present the brands as less injurious to health.
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