THOSE TESTIMONIAL ADS FOR CAMELS
Sheridan, Mary
Your Money's Worth Those Testimonial Ads For Camels By MARY SHERIDAN POLICING cigarette advertising is apparently an endless job. As soon as the Federal Trade Commission rebukes one of the makers...
...In 14 years, the makers of Camels have used about 2,300 testimonials in their advertising...
...she didn't, for that matter, smoke at all...
...This time the Commission is probing rather thoroughly those "signed" testimonials of big names who have told the public through the Camel ads of their great preference for Camels...
...Margaret Bourke-White, who received $250 and a carton of Camels a week for a year for her endorsement, testified, "I came back from a trip and heard I had been approached for this ad . . . and frankly I was in business and was very glad to earn the money...
...So far, $500 is the highest amount disclosed that Camels have paid for a testimonial...
...But I wonder...
...She also testified that she has only smoked three or four times in her life, that the Camel advertising agency knew she wasn't a smoker, and that she was told her testimonial "would be a very good idea" by two executives of her company who "had the understanding the name 'United Air Lines' would always appear in any advertisement that showed my name or face...
...My nerves must be as trustworthy as a steeplejack's...
...At hearings in New York, the FTC has already questioned Margaret Bourke-White, the photographer...
...As soon as the Federal Trade Commission rebukes one of the makers of a heavily advertised popular brand and orders it to "cease and desist" from misleading claims, the ad men find a way to circumvent the FTC's objections or to appeal to the public with new claims of superiority...
...Certainly the makers of Camels must be convinced that their 14 years of advertising Camels testimonials have helped sell more cigarettes...
...When nine out of 10 witnesses subpoenaed for one day last week failed to appear, the FTC postponed further hearings until May 2, when, FTC Trial Examiner Webster Ballinger said, the Government must make sure its witnesses are going to be present or suffer the consequences...
...I was a constant smoker...
...What have the witnesses said...
...When I'm tired I get a lift with a Camel...
...One woman said she never smoked Camels...
...The Reynolds Tobacco Company, makers of Camels, is once again being lashed by the FTC's whip...
...James L. Clark, explorer and big game hunter, and others on their testimonials bought, paid, and used by Camels...
...I was not an exclusive Camel smoker...
...Helen Stansbury, former press agent for United Air Lines...
...And Camels don't jangle my nerves...
...In its charges against Camels of false and deceptive advertising in these testimonials, the FTC has been trying to find out during its hearings how the people who have allowed their names to be used as Camel lovers were approached by the Reynolds representatives, how much they were paid, and whether they meant what they are quoted in the ads as saying...
...While the hearings have not had the public airing they deserve, PM and a few other papers have publicized the news, which is juicier and of more human interest than the usual FTC formal, dignified complaint...
...Some Free Advertising That statement is somewhat different from Miss White's paid for, enthusiastic words, in a full page Camel ad showing two of her "action" pictures: "Camels are very different, in a lot of ways...
...What Witnesses Said You've seen those testimonial ads for Camels, those lush endorsements from movie stars, debutantes, socialites, athletes, technicians, and a few ordinary people...
...I know of no one who has switched to Camels because of those testimonials or who has been impressed by their snob appeal...
...That's a lot of years...
...Clark testified that his own smoking ran to cigars and pipes...
...An auto mechanic, who was paid $25 for saying Camels aided his and his wife's digestion, said he never believed Camels aided his digestion and his wife had never smoked...
...I did not have any particular choice...
...At mealtimes, I like to enjoy Camels 'for digestion's sake...
...It was perfectly true, he said, that he carried Camels on expeditions, but he carried other brands too...
...James L. Clark, the explorer, was paid this for letting his name and picture be used in Camel ads...
...Red Barber, the baseball announcer...
...Helen Stansbury, former press agent for United Air Lines, testified that she received $100 for saying in a Camel ad, "I choose Camels for their mildness . . . When the pace I go gets me fatigued, a Camel gives me a 'lift...
...I smoked any of the standard brands...
...This is, I think, a good idea...
...A few said they meant every word they said when they endorsed Camels...
Vol. 8 • April 1944 • No. 17
