The advertising exhibit currently on display in the National Museum of American History is small but powerful. “More Doctors Smoke Camels” is full of old ad campaign visuals from the golden age of advertising: 1927-1952. During this time, ad companies used images of doctors to sell cigarettes. For those who haven’t watched Mad Men, or perhaps lived during that time, wouldn’t know about this. It makes you question the morals of that time, as well as current morals in the world of advertising. I think it is safe to say that most advertising companies during that time only cared about making more money. I mean hey, the tobacco industry is a real money maker, so why not take advantage? And by taking advantage, let's lie as much as we possibly can to the general public about the health risks involved with smoking.
Part of this exhibit was explaining the background of this idea to use doctors in cigarette ads. During the 40s, 50s and 60s, there were continual medical reports published warning people not to smoke because it was now known to cause health issues and even cancer. But the ad companies didn’t want to lose such a large income from tobacco industries, so they began to use doctors in their advertisements to “reassure” people that smoking is fine, in fact it’s good for you in moderation. To us today, this seems outrageous. At that time, however, it worked. Between the 40s and 60s, watching television was one of the most popular things available. The television was the center of every American household, so it was a powerful tool for ad agencies, and people trusted what they saw on tv.
So, learning this history displayed on the right half of the exhibit leads you directly to the second half. An era appropriate couch with a tv display, surrounded by old cigarette ads featuring doctors. And on the tv played an old ad featuring an actor portraying a doctor, promoting cigarettes. The flow of the exhibit was incredible, despite its small size. It contained everything it needed to in order to be impactful, and it was in every way. To the curators of this exhibit, well done. Another nice touch to the display is the little side table next to the couch with an old magazine and, of course, a very dirty ashtray full of cigarette butts. The large number of vintage cigarette advertisements lining the walls of the exhibit added a nice level of immersion to the experience as well. Overall, the curators did a good job with the small space they were provided because the impact was very strong, and I truly felt transported to that era.
As outlandish as it may seem, the advertisements were quite convincing and I could see myself falling for it if I were living in that time. It was such a common thing to smoke back then, and it makes sense for people to have wanted an excuse to keep doing it, even if they knew deep down that it was bad for their health.