European Stars and Stripes (Newspaper) - September 20, 1977, Darmstadt, Hesse                                Page 10 the stars and stripes tuesday september 20, 1977 ads depict the smoker As glamorous continued from Page i be a Long and difficult Battle waged in Public places in laboratories searching for the cures of disease and safer tobacco products in Hospital clinics treating the terminally ill. In legislative Halls and in Legal and court actions. In View of what has happened since the . Surgeon general s report of 1961 linked smoking to the increased incidence of heart disease and diseases of the lung it now is evident the report provided the antismoking forces with invaluable ammunition. Since then advertising has been banned from the electronic Media in the i s and a number of ther countries. Warnings that cigarette smoking is dangerous to health now an required on Domestic cigarette packages and in ail ads appearing in ame Ica s print Media. But. Smoking continues and s la is depicted in the advertising Industry As Fash Donabie. Exhilarating. Pleasurable. Satisfy  to Congress the Feder Al Trade commission Points out that ads continue to Appeal to the taste of the product to associate Brand with desirable personalities and to relieve anxieties about he health risks of smoking. Virility Success advertisement s currently promo ing popular brands of cigarettes repeatedly refer to taste and iia or. Words such As m a resting. C of. Soothing and distinguished Reep into the and writer s copy. Beautiful women handsome athletic looking men famous people jingoistic slogans All Are used to catch the Reader s be. Virility Success arid sophistication Are suggested adventure and excitement Are thernes that run through Many ads. Cigarettes Are identified with National landmarks and patriotism. The image that advertisements convey is a sore Point with Many critics of the Industry. At american communities in Europe doctors and behavioural therapists who observe the Adverse effects of smoking Are convinced that current ads promote heavier consumption of cigarettes. It. Col. Douglas r. Hoenes. A member of the medical staff at the air Force Hospital in Hahn Germany says the tobacco Indus try should be censured for current Adver Tising practices. It is important that we discourage the Young from  Hoenes said. Unfortunately today s ads seem to be directed at the  Hoenes Points out that Many Young smokers will end up As old smokers with degenerative diseases. He cites his experience at the Salt Lake City veterans Hospital As a Strong influence on his antismoking stance. In a Hospital such As that you see the 2nd results of Long years of smoking. Most physicians who have been through such a residency Don t smoke Hoenes said. We be got to change the image of smoking. Cigarette smoking is not suave it s not sophisticated. We be got to make smoking look stupid and unattractive be cause that s what it is. We be got to re verse All those pictures of smoking that Are associated with sex knowledge and influence. We be got to make the smoker look old decrepit run Down because this eventually is what most smokers will look  it. Col. Edward k. Jeffer psychiatrist at the army s 2nd general Hospital in Lan Stuhl Germany links the High Appeal of cigarettes to marketing techniques. The advertising Industry has utilized the rugged individualism sexuality and sophistication to sell  he said. Madison Avenue has also utilized the Nat ural teen age need for self expression to link cigarette smoking with rebellion against  maj. Sherry Brahman radiologist at Lan Stuhl Hospital complains about the Way the ads try to sell smoking As the Way to the rugged and healthful life. The problem with advertising is that it is associated with the Good things of life health sex and the vigorous life she said. But when you Are in the medical profession and you see Day after Day what smok ing does to people it is hardly a Beautiful  wrap pm in Khaki it. Col. Martin l. Dresner urologist at the army s 97th general Hospital in Frankfurt would like to see a ban on All cigarette advertising. It was banned from television and now should be banned from magazines and Bill boards Dresner said. Furthermore i would like to see All cigarettes wrapped in identical Khaki paper with the Brand names in uniform let ters on cellophane wrap meaning that once the wrap is gone there would be no Brand knowledge. We can t spend the puny amounts we re spending on the Campaign against cigarettes when Madison Avenue has All the cards and is spending what is being spent to make smoking look  statistics show that substantial sums of Money continue to be spent promoting cigarettes despite the ban on radio and Televik son advertising. The Etc reports that $307 million were spent to advertise Domestic cigarettes in 1974, the last year for which it has Statis tics. The 1974 figures reflect the shift in advertising emphasis from the electronic Media to the print Media. During 1974, newspapers received $80.5 million in cigarette advertising Money from the tobacco Industry up from $14.7 million in 1970, the last year that electronic advertising was permitted. Cigarette advertising in Maga Zines followed a similar pattern $114.6 million in 1974, compared to $49.5 million in 1970. Only a handful of major periodicals have refused to share in this Money. Since 1974 the Industry has refused to Supply data to the Etc which now is sueing the nation s six biggest cigarette manufacturers to make them disclose How much Money they spend to promote and Adver Tise tobacco. While no figures Are Avail Able estimates put the current advertising budgets above the $307 million figure of 1974. One firm Reynolds industries enter ing the Market in june with its latest Low tar entry set aside $40 million for Advertis ing this single Brand through the end of the year. Switch to Auto racing since the advertising ban on electronic Media the tobacco Industry has moved heavily into promotion of Auto racing both in the . And Europe. Stars and stripes Auto writer Randy Barnett reports that six major grand prix teams currently on the european circuit Are sponsored by cigarette manufacturers even though Only two Drivers in a Field of 30 smoke. Despite the Glamor Side of racing most Drivers consider themselves athletes and find it difficult to stay in shape if they smoke Barnett said. While it is difficult and perhaps impossible to relate the amount of Money spent on cigarette advertising to the number of cigarettes smoked authorities on the subject Are convinced that advertising promotes consumption. Or. Martin Fishbein University of Illi Nois in a study for the Etc says the Avail Able evidence suggests that cigarette advertising does influence Overall  in a Canadian report two professors concluded that the association Between attractive life styles and smoking promoted by advertising is one of the influences leading teens to  As it May seem Many con firmed smokers have indicated a need to ban advertising. In a Survey of 12,000 persons by the National Clearing House for smoking and health 56 per cent of the respondents said cigarette advertising should be stopped. In Senate hearings last year cancer re searcher or. Runato Dulbecco called for a Complete ban on cigarette advertising and promotion. The role of advertising in promoting the Sale of cigarettes is one of the great Suc Cess stories in history. During six decades of steadily mounting advertising . Per capita consumption of cigarettes increased seven times from 611 a year in 1920 to the current figure of More than 4,000 a year. Under the promotional barrage a cautious and wary Public became a self indulgent Public. First men then women an finally teens became smokers. The Glamor image built up around smok ing by this steady Stream of advertising is constantly being slammed by health Oil i vials trying to convince the Public that to Bacco use is not that Cool or glamorous after All. But the medical people face an Uphill Battle. Smoking is an integral part of everyday life for Many people and some very Basic changes will have to be made to alter that fact. Tomorrow the ancient chinese Art of acupuncture is being used in Europe to help people who want to Stop smoking fight cancer american cancer society the american cancer society says Many cancers can be cured by Early diagnosis and proper treatment. 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