![]() For teenagers, this works because they want to be like the cool, twentysomething models seen in the advertisements. Their energy implies that smoking will make you part of the crowd and that you can have a lifestyle that’s better than your current condition. The majority of the advertisements employ aspirational marketing, said Jackler, who has collected almost 60,000 tobacco advertisements. ![]() Here we have, in 1963, Elston Howard selling cigarettes on national television.” The bombing of the church in Birmingham was in 1963. I mean, the March on Washington was in 1963. “This is the midst of the civil rights movement going on. “They began to run commercials in the 1960s with Black athletes, particularly Elston Howard of the New York Yankees, Willie Mays, Hank Aaron, all selling these products,” said Gardiner, who wrote the most comprehensive study on the tobacco industry’s advertising efforts in Black communities. So they dumped significant portions of their advertising budgets into TV ads. Reynolds, held a series of focus groups that discovered Black smokers were more attracted to television advertising than their white counterparts. In the early 1960s, Brown & Williamson, a tobacco company that later merged with R.J. ![]() In the later part of that decade, industry giants started looking into fostering underdeveloped markets, which kicked off an extensive, concerted effort to get Black people to use menthol cigarettes. By the 1950s, the tobacco industry had so deftly infiltrated American life that not smoking was pretty weird.
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