A cultural history of the cigarette might not seem like the most obvious choice for a compelling read. But Harvard medical historian Allan M Brandt’s extraordinary work, ‘The Cigarette Century’ is a book that that strays a long way from the obvious. Brandt is both a meticulous historian and an eloquent writer – the book is reportedly the product of 20 years of research. In charting the rise and fall of the cigarette - from its humble and disreputable origins in the 19th century to its pre-eminence in the 1950s, and its gradual decline, in the face of growing evidence of its deadly effects – Brandt also recounts the evolution of modern American society; the growth of mass-production, the growing sophistication of industry lobbyists in Congress and - crucially – the birth of the advertising and public relations industries.
Drawing on confidential industry documents – many of them released under legal duress following a series of law-suits in the 1980s and 1990s - Brandt shows how tobacco companies deliberately sought to suppress evidence of the cigarette’s harmful effects, and deployed cutting-edge PR techniques to manipulate public opinion, creating the impression that the science around smoking and cancer was ‘unproven’ long after a clear consensus had emerged among experts.
In “Don’t Get Fooled Again” I show how the techniques developed by the tobacco industry have become the standard tactic for an industry fighting a rearguard action against overwhelming scientific evidence of the dangers of its products.
