Description
Three color 10″ x 14″ ad that talks about the amazing Filter that sits on the end of the L & M cigarettes. There is a picture of Fredric March staring into the eyes of the readers holding a lit L & M and saying “This is it. L & M Filters are just what the Doctor ordered!”. The focus of this ad is a letter from a Dr. F.R. Darkis who is in the research department of the Liggett & Myers Tobacco Co. that claims that their research found a material that completely filtered the cigarette and they have processed this material so they can use it as the filter in all L & M cigarettes. This letter refers to the Alpha Cellulose that is used for the filter and at various points in the letter it is claimed that it “effectively filtered the smoke”, that it “removes over one-third of the smoke”, that will “remove the heavier particles from the smoke stream” and that you will “draw into your mouth much less smoke with much less nicotine and other nitrogenous constituents”.
Source: February 22, 1954 Life magazine.
