[164] Philip Morris launched a campaign in 1936 featuring NHL stars, including Lionel Conacher, Syl Apps, and Turk Broda, all touting the “mild, smooth, satisfying” merits of its Navy Cut cigarettes. Products, Beverages, Rubber, Tobacco and Miscellaneous Manufacturers (1941), McGill-Queen’s University Press, 2012), 221. [5] Before the 1910s, cigarette smokers were characterized as social outcasts: bohemian poets, licentious women, Southern European immigrants. 16. Communicating in Canada’s Past, eds. 266. Dress ad, Toronto Star (28 April 1939), Historical Statistics of Canada, 356, 366. Grothe’s Grads cigarettes, marketed as a high-end brand, had a “Save the Bridge Hands” premium promotion. [94] By 1939, Ontario’s tobacco fields supplied nearly all of the domestic market for cigarette production, while also exporting 27 million pounds of flue-cured tobacco. Canada: 1908–2008 (Montréal: Imperial Tobacco, 2008), 270. Toronto Star (11 November 1935), In 1937, they received 27 cents a pound, up from 16 cents in 1932. [132] Male sexual desire took the form of lighting two cigarettes and placing one in a woman’s mouth. ITC ad, Toronto Star (3 September 1935), In 1938, owing to a 33 percent reduction of [20] The testimony of these witnesses, the committee underscored, was substantiated by the “sheaf of letters from tobacconists all over Canada complaining about threats made to them by the Imperial Company.” A Winnipeg retailer described how ITC required him to devote 80 per cent of his display space to Imperial brands or lose buy-direct privileges, adding that “80 per cent means 100 percent.”[21] While testifying before the committee, Earl Spafford, ITC vice-president in charge of sales, did little to refute these charges, claiming that Imperial’s sales force sought to “get 90 per cent of the [windowed] advertising, an amount comparable with our sales.” H.H. December 1938), 3. In the United States, the number of scientists in industry research labs increased tenfold from 1920 to 1940, rising from 2,775 to 27,777. 4. trade” by the mid-1930s, rising from four percent of the market in 1927 to 33 percent in Ads depicting women smoking in social settings or out in public reinforced the then radical idea that women receive equal opportunity and treatment in all areas of public life. EndNote (version X9.1 and above), Zotero, BIB Buckingham ads, Toronto Star (4 July 1932), Cigarette marketing and advertising were ubiquitous in the 1930s, as evidenced by the many premium and gift rebate campaigns, sports contests, point-of-sale promotions, and athlete and celebrity testimonial advertising. Canada, 204. Menthol had long been used as a medicinal cough suppressant, and tobacco makers sought to draw on its “therapeutic association with cough and cold remedies” to appeal to health-concerned smokers. 285/365: 'W' is for W by runs with *scissors* 3 42 for 365, February's Alphabet Fun, and FGR invades Half Naked Standing … du Maurier ad, Toronto Star (14 June 1937), John Herd Thompson and Allen Seager, Canada 1922–1939: Aqua Velva ad, Toronto Star (7 March 1935), March 1935), 29; Zubes ad, Toronto Star (19 Jeffrey L. Meikle, American Plastic: A Cultural H. Clarke, N. Lamoreaux and W. [91] “Canada” is perhaps a misnomer, given the crop’s geographic specificity. We truly appreciate your support. The anonymity and alienation of city life were eased by conversation breakers such as “Got a light?” or “Mind if I smoke?” Asked by a young woman about a suitable gift for her 19-year-old boyfriend, etiquette columnist Kathrine de Peyster suggested “a carton of the young man’s favorite cigarettes, or a book.”[140] Their ubiquity spawned a sea of accessories: smoker cabinets, ashtrays, car lighters, cigarette cases, and even waterproof belt buckles for holding cigarettes while swimming. Spreads, 13. The ITC sales force regularly monitored the advertising and promotional displays of tobacco retailers. At issue here were the social legitimacy and political viability of a large corporation with a monopolistic grasp of its marketplace. In 1935, rumours circulated that ITC planned to cancel the promotion, spawning long, bank-run style lines at stores, as one journalist noted: “At the height of the ‘run,’ long queues formed and scores of people patiently waited for their premiums while the staff worked at high pressure counting coupons with machine-like rapidity.” ITC took out newspaper ads denying the rumour. In larger halls, “each play [was] flashed upon a large board” so spectators could follow the action. This ad campaign began in 1935 and continued until the early 1940s, long after the crisis precipitating it had subsided. “Tobacco Industry is Lacking Balance, Says Mass Report,” The Globe (13 April 1935), 14. Robinson, 177. The ad’s centrepiece is a white-coated man wearing a head mirror, a common signifier for medical doctor in the early 1900s. Cigarette advertising, coupled with smoking in public, functioned symbolically to strengthen notions of political and personal empowerment for women. Tobacco Store. [167] Goody Rosen, the “Toronto boy who made good” by signing with the Brooklyn Dodgers, talked up Buckinghams for steadying his nerves and concentration during baseball play. (11 May 34), 1. Oxford ad, Toronto Star (24 April 1933), The broader aim was to have large corporations assume a place alongside “society’s basic institutions of family, church, community, and state.”[50] These efforts accelerated during the Depression, when public confidence in the business system eroded. Alston, Ruth Dupré, and Tomas Nonnenmacher, “Social reformers and Regulation: the Diary, 11 May 1934. Denicotea ads, Toronto Star (20 October In gift rebate catalogues, they shared space with desirable consumer goods such as Gillette razors and ceramic tea pots. Turret promoted Australian billiards pro Walter Lindrum and his upcoming match in Canada with British counterpart Tom Newman, with the winner receiving the “Turret Cigarette Trophy.”[163] Gold Flake cigarettes sponsored an American bridge team in 1933, which toured Canadian cities, playing matches against local teams. After news stories in the early 1950s linked cigarettes to lung cancer, the industry re-introduced filtered cigarettes to stunning effect: filtered brands in Canada rose from two percent of the market in 1952 to 55 percent in 1962, buttressed again by forms of “health marketing” designed to reassure existing and prospective smokers. Marc H. Choko and Joanne Burgess, Imperial Tobacco [104] ITC alone provided roughly seven percent of federal tax revenues, a fact it advertised as “serving the national treasury.”[105] Prior to World War II (when personal and corporate income taxes rose precipitously, reducing the relative weight of excise taxes), [106] almost one in ten federal tax dollars came from a handful of Montréal manufacturers and, by extension, tobacco farmers in three Ontario counties. 1933), 10; Wrigley’s ad, Toronto Star (22 April [160] Draegerman cigarettes offered NHL tickets for those guessing the time of the first goal at an upcoming Toronto Maple Leafs game. obsessed with way too many fictional characters. 430–1. Decades of Discord (Toronto: McClelland and Stewart, 1986), 258-9. Stevens was named its chairman, and the committee met more than 60 times in 1934, hauling before it executives from firms such as Canada Packers and Eaton’s. [166] After five hours in a steel barrel coursing through the Niagara rapids, daredevil William Hill’s “first thought on coming out” was for a Buckingham cigarette. (15 April 1932), 13. BibTeX, JabRef, Mendeley, Zotero, Cigarette Marketing and Smoking Culture in 1930s Canada, Journal of the Canadian Historical Association / Revue de la Société historique du Canada, www.biographi.ca/en/bio/davis_mortimer_barnett_15E.html, http://www.parl.gc.ca/About/Parliament/FederalRidingsHistory/hfer.asp?Language=E&Search=G, http://www.statcan.gc.ca/pub/11-516-x/sectiona/4147436-eng.htm#1. Business needed to “tell its story” to society as a whole, in order to educate the public about its economic and social importance. Toronto Star (4 November 1935), Karen S. Miller, The Voice of Business: Hill & Women, Smoking, and Visual Culture, 1880–2000 (Montréal: McGill-Queen’s (5 February 1932), 14. [153] The most popular of these was ITC’s “Poker Hands” promotion, launched in 1925 by its Turret brand. “Ruthless Methods Against Retailers Alleged at Probe,” The Globe (16 May 1934), 2. King’s Printer, 1947), 40. 5. Joanne Burgess, “Davis, Sir Mortimer Barnett,” Dictionary of Canadian Biography, Vol. The first economic sector discussed in the report was tobacco. 14. [32] As Michael Bliss notes, businessmen proved all too willing to forego the uncertainties of the market for the assurances of guaranteed profits. see Wendy A. Woloson, “Wishful Thinking: Retail Premiums in Mid-Nineteenth-Century Star (15 October 1936), 1, 3. They rose from 630 in 1939, to 1255 in 1945. 3. We consider this money well invested, since it enables us to bring to you finer, more nearly perfect Imperial Tobacco products.”[74] Claims such as this were not unusual during the interwar years, when companies greatly expanded research and development operations. Rob Cunningham, Smoke & Mirrors: The Canadian Contest promotions were also common, many involving sports. While the Great War first “legitimized the cigarette,”[8] a process that continued into the 1920s, I argue here that crucial developments occurred during the 1930s that elevated and solidified the domestic tobacco industry while establishing cigarette smoking as a cultural norm. De Reszke ad, Toronto Star (8 August 1935), In author’s possession. In 1895, the American Tobacco Company, which dominated the American market, sought to establish a manufacturing facility in Canada in order to circumvent the high tariffs placed on tobacco products entering British markets. This ad’s head line read, “What is the Irritant in Cigarette Smoke?,” Spuds ad, Accessories. Cigarettes proved ideally suited to a modern, urbanizing society. Men,” The Globe (25 April 1934), 2. Kenneth Lipartito, “Connecting the Cultural and the Material in Business History,” 21–22. [72] Women employees, “carefully selected for their keen eyesight,” provided first-rate quality control. ITC’s conundrum was qualitatively different from business problems such as expanding market share or reducing production costs. Fortune ad, Toronto Star (13 July 1931), Turret ads, Toronto Star (27 January 1932), 15; Similarly, high-tech, modern filters promised to trap harmful particulates in cigarette smoke that diminished flavour and inflamed tissue. [68] ITC assisted tobacco growers by providing “cultivation experts” and “necessary plants for experimentation,” which in turn produced higher-grade tobacco. 197. The du Maurier filter trapped “all irritants before they reach your lips,” ensuring a “purer” cigarette, steeped in “mildness” and “pleasing flavour.”[2] The repeal of a cigarette ad ban and health-themed cigarette promotion highlight two of the many cultural changes and marketing practices during the 1930s that saw cigarette smoking become a popular, socially normative practice for both men and women. [162] Sports-related advertising was similarly widespread. Vaporland Online. 30; see also, Marchand, Creating the Corporate [86] But tobacco companies, in at least one instance, were aware of these nascent findings. Bennett, 1927–1938 (Toronto: University of consumption increased by 24 percent during these years. ITC ad (“Save the Poker Hands”), The Globe (13 Cigarette premium promotions occurred also in the early 1900s. Bright leaf tobacco farming was similarly concentrated in a belt of sandy soil in south-western Ontario. 59–66. [123] “This summer especially,” commented one tobacconist in 1937, “I’ve noticed a good many women smoking on the street, exercising their equal rights with men.”[124] Cigarettes functioned as erotic signifiers, providing “otherwise respectable women,” Sharon Anne Cook argues, a “licence to develop and exercise a sexually charged and independent persona in ways that probably would not have been possible for them, given the restrictive societal norms that governed women’s behaviour.”[125] The 1930s “Modern Girl” projected her “independent woman”[126] status via cigarette smoking, a notion playfully rendered in a 1938 ad for Sweet Caporals. Gold Flake ad, Toronto Star (19 October Robert Jackall and Janice M. Hirota, Image Makers: (Toronto: University of Toronto Press, 2009), 109–139. Granatstein, The Politics of Survival: The Between 1900 and 1911 the total capitalization of federally chartered corporations rose from $13 million to $490 million. During the 1930s, this involved mostly coughing and soreness in throats and mouths. Canada (Cambridge: Cambridge University Press, 1940), 136–7. [56] Given the focus of the Stevens Committee, it should not surprise that tobacco retailing was treated first. Report of the Royal Commission on Price 4; Frank Bagnall, “Thrill Theme Ties up with News Events,” Marketing (13 September 1930), 125–126. Sally H. Clarke, Naomi R. Lamoreaux and Steven W. Usselman, “Introduction” in Ay, boy, whatcha say, boy? (1947), 40. It also worked to minimize price cutting of ITC brands by retailers. [108] The federal Liberals reigned supreme in Québec for more than 20 years after 1935, winning more than 80 percent of its seats and nearly all of those in Montréal. 1937), 19. The report noted that large firms had “blocked” competition in many industries; these firms had effective “freedom from legal liability,” while also evading “moral responsibility for inequitable and uneconomic practices.” This situation “need[ed] cleansing,”[39] with only the federal government having the administrative capability and constitutional authority to restore competitive balance to the marketplace. ITC ad, The Globe (28 January 1935), 10; For example, see Serge Marc Durflinger, Fighting from Roxy ads, Toronto Star (2 May 1932), 10; This was low even for female-dominated sectors. You guys remember that 2year-old Indonesian boy who shocked the world with his 40-a-day cigarette habit? Cigarettes provided “pleasure, satisfaction and comfort,” but were “not in any sense a cure-all.” A curative for what exactly goes unsaid, only that the smoker’s enjoyment came from the “clean, gratifying smoke” of top-grade tobacco and manufacture. Urquhart and Buckley, eds., Historical Statistics of A Gold Flake ad in 1935 promoted the Alfred Hitchcock film “39 Steps” by featuring its two stars, Madeline Carroll and Robert Donat. His attacks, though, were made against the traditional financial bedrock of the Conservative Party, a concern for many of his cabinet colleagues. Toe Blake, the NHL’s leading scorer in the 1938–39 season, promoted the “throat easy” mildness of Buckinghams in 1939. 13. Roland Marchand, Creating the Corporate Soul: The Rise Perfection!” (Figure 1), readers learned how Imperial’s “continuous research” program ensured the “purity” of its cigarettes, a production standard “maintained with the meticulous care of a royal infant’s diet.” It added: “This Company spends many thousands of dollars every year upon research work alone, conducted in a spirit of ‘critical investigation’. In 1935, the federal Liberals won office in an electoral landslide, taking 171 of 245 seats. In November 1939, an ITC institutional ad praised the role of cigarettes during wartime: “We in the tobacco industry are glad to recall that our products played no small part in keeping up the spirits of the troops, spirits so high that the men could laugh at themselves and their discomforts even in the most critical and arduous hours.”[194] World War II would prove even more beneficial to the cigarette industry than did the 1914–1918 conflict. Researchers also examined every issue of Marketing Magazine, Canada’s main advertising trade On 28 January, an ad introduced ITC as a “faithful servant of the people of Canada,” which in the coming months would tell the fascinating story of tobacco’s journey from fields to lungs. Musgrave, “Canadian Tobacco,” Canadian During this decade, farm production of cigarette tobacco grew exponentially in southern Ontario, as did cigarette manufacturing operations, mostly in Montréal. Marketing Magazine (13 May 1933), 5; (5 Statistical Handbook of Canadian Tobacco, 1947, Tobacco War (Ottawa: IDRC 1996), 37; Alston et al., “Social Reformers,” Whether seen with etiquette columnist advice that cigarettes at dinner parties be “passed after the salad course”[197] or with press accounts of women smoking outdoors and “exercising their equal rights with men,”[198] cigarette smoke had acquired decidedly feminine hues by decade’s end. Buckingham ads, Toronto Star (20 July 1950,” Social History 31 (1998), Report of the Royal Commission on Price By summer 1935, ITC ads were promoting broader social contributions and scientific accomplishments. The Social Credit Party, which later in 1935 would capture the Alberta legislature, advocated the use of monetary policy to redistribute wealth to ordinary citizens. 8; (7 November 1938), 11; (21 November 1938), 5. “Profits of Millions by Tobacco Concern Disclosed to Probe,” The Globe (4 May 1934), 1, 3. A near monopoly industry had for its political bedfellow a quasi one-party state. Cited in Proctor, Golden Holocaust, 1939), 16; (17 April 1939), 9. Its filters constituted the “first vital improvement ever made in cigarettes,” a technological feat on par with “wireless, air-conditioning, [and] streamlining.” The filters removed “smoke impurities” and delivered “real cigarette pleasure.” (Figure 4) In countless ads running many years, men and women lauded the merits of filtered smoke,[188] calling on consumers to “discover for yourself why all that could harm is trapped in the tip, all that delights come through.” [189] The du Maurier filters “refine[d] the smoke while the cigarette burn[ed]” and “trap[ped] only irritants.” [190] The ads did not disclose the composition of the filters, but most cigarette filters in the 1930s were made from fibrous materials such as wool, cotton, or paper. By removing harmful ingredients in Tobacco Trade, ” Marketing Magazine ( 24 April 1933 ),.... 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