title: [Cigarette and advertising poster: history of a dangerous connection in the post-war economic boom].
abstract: The advertising poster's main characteristic is the ability to convey a commercial message quickly and publicly thanks to its straightforward image and text. The young people, being the tobacco industry's principal target, are particularly exposed to these messages. This kind of advertisement becomes a mean of counterstroke as soon as the cigarette's harmfulness is acknowledged. Some of the cigarette industry's strategies can be revealed by the historical analysis of a 253 posters corpus selected among the main cigarette manufacturers in Switzerland at the time of the post-war economic boom. With the misuse of sport's theme, the overvaluation of the filter's efficiency, the use of a vocabulary that implies lightness and by erasing the image of smoke in its advertisement, the industry tries to reassure the smoker wrongly.
authors.affiliation: Institut universitaire d'histoire de la medecine et de la sante publique, Avenue de Provence 82, 1007 Lausanne. jacques.olivier@unil.ch
authors.forename: Jacques
authors.initials: J
authors.lastname: Olivier
mesh_terms: D000329:Advertising / Q000266:history*; D049673:History, 20th Century; D006801:Humans; D012907:Smoking / Q000009:adverse effects / Q000191:economics / Q000266:history*; D013557:Switzerland; D019460:Tobacco Industry / Q000191:economics / Q000266:history*