| Web Site Review | The Journal of American History, 90.2

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| Web Site Review | The Journal of American History, 90.2 | The History Cooperative

Web Site Reviews

Philip Morris USA, Inc. Advertising Archive <http://www.pmadarchive.com>. Created and maintained by Philip Morris USA, Inc. Reviewed March 25–April 15, 2003.

Advertisements exist to attract attention and craft audiences' responses, and their creators often invest considerable resources toward those ends. As a result, perusing ads can provide the most engaging—and distressing—experiences when scanning magazines, watching television, or using the Internet. Because of plaintiffs' cases and courts' judgments against cigarette companies' promotional policies, several firms have had to make public treasure troves of documents, including advertisements.

As part of its settlement, Philip Morris USA, Inc., has created an online advertising archive readily accessible to the general public. Intended for "informational, educational, and non-commercial use only," this Web site contains thousands of color images of materials that include print and outdoor ads, plus point-of-sale and direct marketing items, especially from the last half century. Strictly an archive, the site offers no history or analysis of the images or the firm. It is regularly maintained and augmented but lacks any feedback options.

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