Scope and Contents
The collection consists of advertisements collected by Dr. Robert Jacklar for his "Not a Cough in a Carload: Images from the Tobacco Industry Campaign to Hide the Hazards of Smoking" exhibition. The heart of the collection consists of paper advertisements from national magazines and newspapers dating from 1898-2017. The bulk of these materials are for cigarettes but also include cigars and tobacco. A smaller amount of material are advertisements for holders, lighters and matches, pipes, smokers' drops and toothpaste. Included among these materials are also some point of purchase displays and ephemera from major tobacco companies.
The material emphasizes the deceptive advertising practices intended to convince people that tobacco use was safe, and used doctors, dentists, athletes, opera singers, actors and others to endorse them. Actresses and Actors that appear in some of these advertisements included Lucille Ball, Madge Bellamy, Constance Bennett, Sam Bernard, Billie Burke, Eddie Cantor, Richard Carle, Sue Carol, Madeleine Carroll, Boake Carter, Charlie Chan, Charlie Chaplin, Ina Claire, George M. Cohan, Claudette Colbert, June Collyer, Betty Compson, Gary Cooper, Clifton Crawford, Myrna J. Darby, Marlene Dietrich, Dolores Del Rio, Sally Eilers, Clifton Fadiman, Douglas Fairbanks, William Faversham, W.C. Fields, Muriel Finley, Sidney Fox, Kay Francis, Janet Gaynor, Bill Haines, Jean Harlow, Miriam Hopkins, Jack Holt, Leslie Howard, Edmund Lowe, Al Jolson, Harry Lauder, Carole Lombard, Myrna Loy, Dorothy Mackaill, Herbert Marshall, Groucho Marx, Norina Matchabella, Philip Merivale, Robert Montgomery, Catherine Moylan, Ramon Novarro, Maureen O'Sullivan, Barbara Stanwyck, Margaret Sullavan, Norma Talmadge, Lawrence Tibbett, William T. Tilden, Spencer Tracy, Helen Twelvetrees, Lenore Ulric, Lupe Velez and David Warfield. Some of the athletes that endorsed tobacco products included Ty Cobb, James J. Corbett, Johnny Farrell, Lou Gehrig, Walter Hagen, Willie Hoppe, Matt McGrath, Vincent Richards, Damon Runyon, Babe Ruth, Earl Sande, Martin Sheridan, Fred Spencer, Jr., Gaston Strobino and Ted Williams. A few of the musicians that appeared on some of the advertisements included Frances Alda, Donald Brian Caruso Carl Gantvoort George Gershwin, Dinh Gilly Nanette Guilford Jack Henderson, Helen Jepson, Karl Jörn Lauritz Melchior Dick Powell, John Philip Sousa, and Leo Slezak. Other note worhty celebrities included Robert Lee, Amelia Earhart, Georges Fontana, Rube Goldberg, Martin Johnson, Alice Roosevelt Longworth, Marjorie Moss, Robert Taylor, Rudy Vallée, Amy Vanderbilt, King Vidor, George White, Florenz Ziegfeld, and Elsie de Wolfe.
To appeal to even wider audiences, advertisements incorporated iconic images such as Mount Rushmore, the American flag, the Statue of Liberty, and Santa Claus. Other advertisements used images of happy times and life's accomplishments, such as weddings, graduation day, Father's Day, etc., which smokers were told were incomplete without the aid of a cigarette.
Dr. Jacklar later donated an additional amount of material which includes more modern advertisements on modern themes, such as the economy (advertising touting bargain prices); technological changes (hard pack, improved filter, "light" cigarettes); and include images of far more minorities. The initial donation had a series of advertisements with images of African Americans, but these additional ads allow researchers access to an even larger and more diverse set of examples of how tobacco was marketed to minorities. Dr. Jackler also expanded his search into much older magazines and newspapers. The addendum features advertisements from defunct, obscure and short lived brands, in addition to the most popular and familiar ones. This enables researchers to study such themes as why the more successful companies' advertisements succeeded. These materials were integrated with the rest of the collection.
The collection is arranged into twelve series. Series one is cigarette advertisements dating from 1903-2017 and is divided by the media that it appeared in. Series two contains advertisements for cigars dating from 1901-2017 and is also divided by media. Series three is chewing tobacco advertisements dating from 1898-2010 and is arranged into two subseries magazines and newspapers. Series four through series nine are advertisements marketing non tobacco products and accessories for smokers. In addition, series ten contains point of purchase displays. And finally, series twelve contains other forms of advertising and ephemera created by tobacco companies to assist in the sale of their products.