The next time you are watching an old Hollywood movie from the 30s, 40s, or 50s, look at how Humphrey Bogart, Bette Davis, John Wayne, Lauren Bacall, Henry Fonda (and many, many other idols of ‘cool’) just can’t seem to ever stop smoking! The Los Angeles Times as well as some other media now revealed the reason why…

- Franc Tausch, PhD, CCHT

 

Actors from the golden age of Hollywood were paid thousands of dollars by tobacco companies to smoke and endorse their products.

A study reveals how more than 200 stars, including matinee idols John Wayne, Clark Gable and Spencer Tracy, all benefited and one firm paid more than $3m in today’s money in a year.

In return, the tobacco firms funded print and radio adverts for the stars and their films.

The research by the University of California, published in the journal Tobacco Control, shows how film classics of the Thirties and Forties still help to advertise smoking today.

The extent of smoking promotion was revealed following the release of documents from anti-smoking court cases.

Gable, Tracy, Gary Cooper, Barbara Stanwyck and Joan Crawford were all top earners in 1937, each taking $10,000 ($146,583 today) in one year’s sponsorship from American Tobacco, makers of the Lucky Strike brand.

Bette Davis and Betty Gable were also among 50 household names giving endorsements-with others such as Bob Hope paid $2,500 ($36,646).

Deals started as talkies took off with Jazz Singer’ star Al Jolson testifying that Lucky Strike was ‘the cigarette of the acting profession’.

The study, which concentrated on the period between 1927 and 1951, points to classic films such as Casablanca and Now, Voyager that feature prominent smoking scenes, and says glamorous publicity posters helped to ‘perpetuate public tolerance’.

Other brands that benefited from the celebrity endorsement included Old Gold, Chesterfield and Camel.

 

The researchers claim that as a result, more young people took up smoking during the era because they were influenced by Hollywood stars.

Source