| Book Review | The Journal of American History, 94.3

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| Book Review | The Journal of American History, 94.3 | The History Cooperative

Book Review

The Cigarette Century: The Rise, Fall, and Deadly Persistence of the Product That Defined America. By Allan M. Brandt. (New York: Basic, 2007. viii, 600 pp. $36.00, ISBN 978-0-465-07047-3.)

In The Cigarette Century, Allan M. Brandt has produced a masterly history of the cigarette's dramatic rise and fall in the American public's estimation and a commentary on the relationship of history to public policy. Brandt places the cigarette at the heart of diverse currents of change in American society. In the late nineteenth century, James Buchanan Duke's American Tobacco Company pioneered techniques of trust building. In the early twentieth century, tobacco companies were important early clients for burgeoning advertising and public relations firms. The cigarette played a powerful symbolic role in interwar American culture as sexual mores relaxed and national brands democratized markets. Yet even as smoking became ubiquitous in American life, the pervasive presence of physicians in cigarette advertisements implicitly conceded widespread concern about the health effects of cigarettes.

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