Social and Behavioral Sciences Commons^™

Sweet Freedom: Smokers’ Rights & The Rebranding Of Philip Morris, Amy Dipierro

Annual Undergraduate Conference on Health and Society

This paper discusses how Philip Morris invoked strong American values to defend its own corporate speech as well as “smoker’s rights.” In particular, it examines Philip Morris Company’s Bill of Rights advertising campaign of the early 1990s, especially focusing on an advertisement featuring Everett Alvarez, a prisoner of war during Vietnam. This strategy reveals how Philip Morris was able to manipulate the public conversation about smoking from one about health and disease to one about human rights and freedoms.