Dealing with health fears: Cigarette advertising in the United States in the twentieth century

Since the beginning of the 20th century, cigarette advertising in the United States largely been part of an effort to deal with the health fears related to smoking. Three main techniques have been used: reassurance, misdirection of attention, and inducements to be brave in the face of fear. Other studies have also considered the history of cigarette advertising and carried out content analyses. This chapter uses this earlier work and is an extension of an earlier study on the topic. It focuses on advertising in the United States.