Word: marlboros
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Dates: during 1950-1959
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Vita Manga Est. Last week the menthol drive reached its peak of intensity, proclaimed by full-page ads that touted every gimmick that adman can conceive and machine execute. Philip Morris (Marlboro, Parliament) launched Alpine on a national scale, billed it not only as a long, low-tar, lightly mentholated cigarette with "the longest filter yet," but as one of the few cigarettes since Camel to come in a package with a picture on it (of an Alpine mountain). Brown & Williamson, whose "Thinking Man" Viceroys thoughtlessly slumped 20% in the first quarter, clawed back with two new filters: the mentholated...
Philip Morris (Parliament, Marlboro) and Lorillard (Kent, Old Gold) test all cigarettes down to a bare inch of butt. Other companies criticize this system because it produces higher tar yields for longer cigarettes. Another argument rages over what to report. American Tobacco measures "total solids" in smoke. Competitors have found that "solids" include tar, nicotine and some moisture; thus the advantage goes to American Tobacco's Hit Parade brand, whose tissue-paper-like filter absorbs more moisture than competing cellulose acetate filters. Hit Parade also claims "over 400,000 filter traps"; Lorillard says it could claim millions of traps...
...Glumly Jack selects a Cuban cigar from his humidor. He is afraid to smoke cigars in public lest he look like a "wise guy." Pipes too have been forced into the privacy of his home since Marlboro cigarettes became one of the show's sponsors. Wandering aimlessly once more, like a man in search of work, Jack walks into the living room and picks up a newspaper. "What the hell can I say about the new women's hemlines?" he asks sadly. "I've already advised them to have their knees lowered...
...Myself - with Fingers Crossed." What does Gunther believe in? "I believe," says he, "in myself-with fingers crossed." Puffing thoughtfully on his ever-present Marlboro, Gunther adds: "I have no deep, institutionalized religious beliefs. I believe in the fact." On looking inside Gunther-despite his deep faith in his prowess as a journalist-Gunther finds: "I'm terribly limited. I completely lack intensity of soul. I'm not original. I'm really only a competent observer who works terribly hard at doing a job well...
...Marlboro...