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In 1955, the American Tobacco Co.’s Herbert Tareyton brand was attempting to adjust to changing tastes by touting its new, easy-drawing charcoal filter, a replacement for the older filters made of cork. The result was the ad at right, which likens a Tareyton smoke to taking in a harbor breeze. Just how credible that message was is tough to say, but viewed in a broader context, the filter tip wasn’t really the point of the ad anyway—nor was it the point of any of the thousands like it from the midcentury.
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