Marilyn E. Jackler Memorial Collection of Tobacco Advertisements
name: label: Collector
content: Jackler, Robert K.
title: label: Topic
content: Look (magazine)
topic: label: Topic
content: Actors in the advertising industry
label: Topic
content: advertising -- Business ephemera
label: Topic
content: Advertising, magazine -- 1960-2000
label: Topic
content: Advertising, magazine -- 20th century
label: Topic
content: Advertising, Newspaper -- 20th century
label: Topic
content: advertising -- Tobacco
label: Topic
content: advertising -- Tobacco -- Cigars
label: Topic
content: Business Advertising -- Tobacco
label: Topic
content: Children -- 20th century
label: Topic
content: Cigar lighters -- 1930-1980
label: Topic
content: Cigars
label: Topic
content: Culture change -- introduction of pipes and tobacco
label: Topic
content: Endorsements in advertising
label: Topic
content: Health
label: Topic
content: Health issues
label: Topic
content: Matches
label: Topic
content: Medical care
label: Topic
content: medical research
label: Topic
content: Pipe smoking
label: Topic
content: Printed ephemera -- 1950-1970
label: Topic
content: Smoking
label: Topic
content: Smoking -- 1940-1990
label: Topic
content: Smoking paraphernalia
label: Topic
content: Teenagers
label: Topic
content: Tobacco -- 20th century
label: Topic
content: Tobacco -- 20th century -- Virginia
acqinfo: label: Provenance
content: The collection was donated by Robert K. Jackler in 2011 and 2017.
creator: label: Collector
content: Jackler, Robert K.
culture: label: Culture
content: American Indian -- Tobacco
setName: label: See more items in
content: Marilyn E. Jackler Memorial Collection of Tobacco Advertisements
abstract: label: Summary
content: The collection documents the history of tobacco advertising in America through print advertisements (magazine and newspaper), emphasizing the deceptive advertising practices employed by the tobacco industry to lure and keep smokers. Many of the advertisements contain images of celebrities, athletes, and other notable persons who endorsed tobacco products as well as ethinic imagery.
accruals: label: Accruals
content: Dr. Jackler continues to donate materials to the collection.
bioghist: label: Biographical / Historical
content: Dr. Robert K. Jackler was born on January 29, 1954 to Dr. Jacob Marlowe Jackler and Marilyn Epstein.  He was raised in Waterville, Maine, and attended college and medical school in Boston, Massachusetts.  He moved to California for a residency in Otolaryngology-Head and Neck Surgery. In 1985, Dr. Jackler accepted a Neuroethology fellowship at the House Ear Clinic and joined the faculty at the University of California, San Francisco where he remained until 2003. Later that year he became the Sewall Professor and Chair of the Department at OHNS and professor in the Ddepartments of Neurosurgery and Surgery at the Stanford University School of Medicine. 

Dr. Jackler's medical work exposed him to numerous patients suffering from tobacco-related health problems. In addition, his mother, Marilyn Jackler, died of cancer in 2007. That year he and his wife Laurie founded the research group SRITA (Stanford Research into the Impact of Tobacco Advertising). The purpose of SRITA was to use an interdisciplinary approach to examine the ways in which the tobacco industry targeted minority groups.  SRITA also wanted to examine how the industry marketed new products.  During this time Dr. Jackler and his wife also began to amass a collection of advertisements and artifacts relating to tobacco products. These effors  cumulated in an exhibition of advertising imagery tracing how tobacco companies used deceptive and often patently false claims in an effort to reassure the public of the safety of their products. "Not a Cough in a Carload: Images from the Tobacco Industry Campaign to Hide the Hazards of Smoking" was dedicated to his mother, Marilyn Jackler, who started smoking as a young woman because "it was the sophisticated thing to do" and later was unable to quit.  Dr. Jackler received support from Stanford's Lane Medical Library, where the exhibit opened with an accompanying website (http://lane.stanford.edu/tobacco/index.html). Dr. Jackler has authored numerous papers, textbook chapters, editorials, and books in addition to his teaching, medical practice, and collecting.
physdesc: label: Extent
content: 20 Cubic feet (40 boxes, 1 map-folder)
unitdate: label: Date
content: circa 1898-2017, undated
custodhist: label: Custodial History
content: The collection was assembled by Dr. Robert K. Jackler and Stanford University professor, Dr. Robert N. Proctor, for an exhibit entitled "Not a Cough in a Carload: Images from the Tobacco Industry Campaign to Hide the Hazards of Smoking."
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.1224
objectType: label: Type
content: Collection descriptions
label: Type
content: Archival materials
label: Type
content: Advertisements
label: Type
content: Ephemera
label: Type
content: Newspaper advertisements
label: Type
content: Newspaper clippings
label: Type
content: Point-of-purchase displays
label: Type
content: Printed ephemera
arrangement: label: Arrangement
content: The collection is arranged in twelve series.

Series 1, Cigarette Advertisements, 1903-2017, undated

Subseries 1.1, Magazine Advertisements, 1910-2017, undated

Subseries 1.2, Newspaper Advertisements, 1903-2004, undated 

Series 2, Cigar Advertisements, 1901-2017, undated 

Subseries 2.1, Magazine Advertisements, 1910-2017, undated

Subseries 2.2, Newspaper Advertisements, 1901-1958, undated

Series 3, Chewing Tobacco Advertisements, 1898-2010, undated

Subseries 3.1, Magazine Advertisements, 1898-2010, undated

Subseries 3.2, Newspaper Advertisements, 1907-1981, undated

Series 4, Holder Advertisements, 1923-1957, undated 

Series 5,  Lighters and Accessories Advertisements, 1934-1977, undated 

Series 6, Matches Advertisements, 1949, undated

Series 7, Pipes Advertisements, 1920-1971, undated

Series 8, Smokers' Drops Advertisements, 1958

Series 9, Toothpaste Advertisements, 1920, undated

Series 10, Point of Purchase Displays, undated

Series 11, Born Digital Content, undated

Series 12, Ephemera, 1960-2013, undated
processinfo: label: Processing Information
content: Processed by Austin Arminio, intern, 2017; Nancy Beardsley, volunteer, 2011; Rachel Dean, intern, 2017; Thomas Espe, intern, 2017; Ann Jones, volunteer, 2011; Laura McLester, volunteer, 2017; Nancy Mulry, volunteer, 2017; Erin Molly, volunteer, 2017; Evelyn Strope, intern; 2017; Ramona Williamson, volunteer, 2011; supervised by Vanessa Simmons Broussard, archivist, October, 2011 and March 2017.
altformavail: label: Existence and Location of Copies
content: Over 30,000 original tobacco advertisements reside in the Archives Center. SRITA (Stanford Research into the Impact of Tobacco Advertising) maintains an annotated online digital collection of over 28,000 of these tobacco advertisements for use by scholars (tobacco.stanford.edu) and offers a traveling museum exhibit.
genre_format: label: Genre/Form
content: Advertisements
label: Genre/Form
content: Advertisements -- 19th century
label: Genre/Form
content: Advertisements -- 20th century
label: Genre/Form
content: Ephemera
label: Genre/Form
content: Ephemera -- 19th century
label: Genre/Form
content: Ephemera -- 20th century
label: Genre/Form
content: Newspaper advertisements
label: Genre/Form
content: Newspaper clippings
label: Genre/Form
content: Point-of-purchase displays
label: Genre/Form
content: Point-of-purchase displays -- 20th century
label: Genre/Form
content: Printed ephemera
scopecontent: label: Scope and Contents
content: The collection consists of advertisements collected by Dr. Robert Jackler for his "Not a Cough in a Carload: Images from the Tobacco Industry Campaign to Hide the Hazards of Smoking" exhibition. The heart of the collection consists of paper advertisements from national magazines and newspapers dating from 1898-2017. The bulk of these materials are for cigarettes but also include cigars and tobacco.  A smaller amount of material are advertisements for holders, lighters and matches, pipes, smokers' drops, and toothpaste.  Included among these materials are also some point of purchase displays and ephemera from major tobacco companies. 

The material emphasizes the deceptive advertising practices intended to convince people that tobacco use was safe, and the use of doctors, dentists, athletes, opera singers, actors, and others to endorse them. Actresses and actors that appeard in some of these advertisements included Lucille Ball, Madge Bellamy, Constance Bennett, Sam Bernard, Billie Burke, Eddie Cantor, Richard Carle, Sue Carol, Madeleine Carroll, Boake Carter, Charlie Chan, Charlie Chaplin, Ina Claire, George M. Cohan, Claudette Colbert, June Collyer, Betty Compson, Gary Cooper, Clifton Crawford, Myrna J. Darby, Marlene Dietrich, Dolores Del Rio, Sally Eilers, Clifton Fadiman, Douglas Fairbanks, William Faversham, W.C. Fields, Muriel Finley, Sidney Fox, Kay Francis, Janet Gaynor, Bill Haines, Jean Harlow, Miriam Hopkins, Jack Holt, Leslie Howard, Edmund Lowe, Al Jolson, Harry Lauder, Carole Lombard, Myrna Loy, Dorothy Mackaill, Herbert Marshall, Groucho Marx, Norina Matchabella, Philip Merivale, Robert Montgomery, Catherine Moylan, Ramon Novarro, Maureen O'Sullivan, Barbara Stanwyck, Margaret Sullavan, Norma Talmadge, Lawrence Tibbett, William T. Tilden, Spencer Tracy, Helen Twelvetrees, Lenore Ulric, Lupe Velez and David Warfield. Some of the athletes that endorsed tobacco products included Ty Cobb, James J. Corbett, Johnny Farrell, Lou Gehrig, Walter Hagen, Willie Hoppe, Matt McGrath, Vincent Richards, Damon Runyon, Babe Ruth, Earl Sande, Martin Sheridan, Fred Spencer, Jr., Gaston Strobino and Ted Williams.  Musicians that appeared in some of the advertisements included Frances Alda, Carl Gantvoort, George Gershwin, Dinh Gilly, Nanette Guilford, Jack Henderson, Helen Jepson, Karl Jörn, Lauritz Melchior, Dick Powell, John Philip Sousa, and Leo Slezak.  Other note worthy celebrities included Robert Lee, Amelia Earhart, Georges Fontana, Rube Goldberg, Martin Johnson, Alice Roosevelt Longworth, Marjorie Moss, Robert Taylor, Rudy Vallée, Amy Vanderbilt, King Vidor, George White, Florenz Ziegfeld, and Elsie de Wolfe.

To appeal to even wider audiences, advertisements incorporated iconic images such as Mount Rushmore, the American flag, the Statue of Liberty, and Santa Claus.  Other advertisements used images of happy times and personal milestones, such as weddings, graduation day, Father's Day, etc., which smokers were told were incomplete without the aid of a cigarette.

Dr. Jackler later donated additional material which includes updated advertisements on modern themes, such as the economy (advertising touting bargain prices); technological changes (hard pack, improved filter, "light" cigarettes); and include more images of minorities. The initial donation had a series of advertisements with images of African Americans, but these additional ads allow researchers access to an even larger and more diverse set of examples of how tobacco was marketed to minorities.  Dr. Jackler also expanded his research into much older magazines and newspapers.  The addendum features advertisements from defunct, obscure, and short lived brands, in addition to the most popular and familiar ones.  This enables researchers to study such themes as why the more successful companies' advertisements succeeded. These materials were integrated with the rest of the collection.

The collection is arranged into twelve series. Series one is cigarette advertisements dating from 1903-2017 and is divided by the media where it appeared in.  Series two, contains advertisements for cigars dating from 1901-2017 and is also divided by media. Series three is chewing tobacco advertisements dating from 1898-2010 and is arranged into two subseries magazines and newspapers.  Series four through series nine are advertisements marketing non-tobacco products and accessories for smokers.  In addition, series ten contains point of purchase displays. Series eleven is born digital content. And finally, series twelve contains other forms of advertising and ephemera created by tobacco companies to assist in the sale of their products.
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content: Archives Center, National Museum of American History, Smithsonian Institution


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