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Encyclopedia > Winston tastes good like a cigarette should
A Winston cigarette advertisement from 1971, noting the qualms about the grammar used in the former "Winston tastes good like a cigarette should" advertisements. In this ad, the new slogan "What do you want, good grammar or good taste?" is introduced.
A Winston cigarette advertisement from 1971, noting the qualms about the grammar used in the former "Winston tastes good like a cigarette should" advertisements. In this ad, the new slogan "What do you want, good grammar or good taste?" is introduced.

"Winston tastes good like a cigarette should" is an enduring slogan which appeared in newspaper, magazine, and television advertisements for Winston cigarettes from the brand's introduction in 1954 until 1972. It is one of the best-known American tobacco advertising campaigns – Advertising Age names the campaign #8 on their "Top Jingles of the 20th Century" list.[1] Look up Slogan in Wiktionary, the free dictionary. ... A collection of magazines A magazine is a periodical publication containing a variety of articles, generally financed by advertising and/or purchase by readers. ... An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). ... Winston cigarettes are manufactured by R.J. Reynolds Tobacco Company. ... Tobacco advertising is the promotion of tobacco use (typically smoking) by the tobacco industry through a variety of media. ... Advertising Age is a magazine, chronicling trends in advertisement. ...

In a departure for the time, the advertising campaign was also used to target distinct niche groups apart from its core clientele of "white bread" smokers, such as Jewish-Americans[2] and African-Americans, the latter evidenced by the advertisement pictured. A loaf of white bread White bread is bread made from wheat flour from which the bran and germ have been removed, in contrast to whole wheat bread made from whole wheat flour, in which these parts are retained and contribute a brownish color. ... A Jewish American (also commonly American Jew) is an American (a citizen of the United States) of Jewish descent who maintains a connection to the Jewish community, either through actively practicing Judaism or through cultural and historical affiliation. ... African Americans, also known as Afro-Americans or black Americans, are an ethnic group in the United States of America whose ancestors, usually in predominant part, were indigenous to Sub-Saharan and West Africa. ...

A catchy jingle and ad campaign, it is regarded as a slogan that embodies a piece of Americana, and has even seeped into the consciousness of people who were too young (or not even alive) to remember the campaign when it occurred. The slogan was so well-remembered that it was added to Simpson's Contemporary Quotations in 1988. [3] An apple pie and baseball bat sitting atop an American flag. ...



Future R.J. Reynolds Tobacco Company president Bowman Gray Jr. was in charge of marketing Winstons, which were a new addition to the R.J. Reynolds line in 1954. While listening to advertising employees from the William Esty Company, the slogan "Winston tastes good like a cigarette ought to" was considered, only to be replaced with the more succinct "Winston tastes good like a cigarette should." [4] R.J. Reynolds Tobacco Company (RJR), based in Winston-Salem, North Carolina and founded by Richard Joshua Reynolds in 1874, is the second-largest tobacco firm in the global tobacco industry, and the second-largest U.S. firm (behind Philip Morris). ...

The first print ad appeared in the Pittsburgh Post-Gazette in September 1954, with an ad in Life following the next month. In 1955, Winston would take over as sponsors of the Walter Cronkite news show, as well as Garry Moore's variety show; it was at this time that the first television advertisements aired. The Pittsburgh Post-Gazette, also known simply as the PG, is the largest daily newspaper serving metropolitan Pittsburgh, Pennsylvania. ... Edward Steichen portrait of Greta Garbo. ... Walter Cronkite Walter Leland Cronkite, Jr. ... Garry Moore (January 31, 1915 – November 28, 1993) was born in Baltimore, Maryland as Thomas Garrison Morfit. ...


A still of the original TV commercial spot featuring The Flintstones.
A still of the original TV commercial spot featuring The Flintstones.

In the television advertisements, the slogan is presented in a singsong fashion with a notable two-beat clap near the end, so the jingle would sound like Win-ston tastes good like a (clap clap) cigarette should. The "clap" noise was sometimes substituted for actors in the commercials knocking twice against a truck carrying Winston cigarettes, or an actor flicking his lighter twice to the same conceit. The Flintstones, an American animated television series produced by Hanna-Barbera Productions, is one of the most successful animated television series of all time. ...

Winston cigarettes were sponsors of such television series as The Beverly Hillbillies [5] and The Flintstones [6]. The former series would show stars Buddy Ebsen, Irene Ryan, and Nancy Kulp extol the virtues of Winstons while smoking them and reciting the jingle. The latter series would later come under fire for advertising cigarettes on an animated series watched by many children, but Winston pulled their involvement with the series after the Pebbles Flintstone character was born in 1963. [7] The Beverly Hillbillies was a TV sitcom about a hillbilly family living in Southern California in the 1960s. ... The Flintstones, an American animated television series produced by Hanna-Barbera Productions, is one of the most successful animated television series of all time. ... Buddy Ebsen as Jed Clampett Buddy Ebsen (April 2, 1908 – July 6, 2003) was an American actor, who is best-remembered for his role as Jed Clampett in the popular television series The Beverly Hillbillies. ... Irene Ryan (born Irene Noblette) was one of the few entertainers who found success in vaudeville, radio, film, television, and Broadway. ... Nancy Kulp (center) in The Beverly Hillbillies, along with costars Max Baer, Jr. ... Pebbles Flintstone, as an infant. ...

Grammar controversy

During the campaign's long run in the media, many people noted that the slogan was grammatically incorrect; they noted that it should correctly say, "Winston tastes good as a cigarette should." Malcolm Gladwell, in The Tipping Point, says that this "ungrammatical and somehow provocative use of 'like' instead of 'as' created a minor sensation" in 1954 and implies that the phrase itself was responsible for vaulting the brand to second place in the U.S. market.[8] Winston overtook Pall Mall cigarettes as the #1 cigarette in the United States in 1966, while the advertising campaign continued to make an impression on the mass media. The Tipping Point (ISBN 0316316962) is a book by Malcolm Gladwell, first published by Little Brown in 2000. ... Pall Mall Non-filter pack of Cigarettes Pall Mall cigarettes are a brand of cigarettes produced by R. J. Reynolds Tobacco Company in Winston-Salem, North Carolina. ...

In the fall of 1961, a small furor enveloped the literary and journalistic community in the United States when Merriam-Webster published its Third New International Dictionary. In the dictionary, the editors refused to condemn the use of "like" as a conjunction, and cited "Winston tastes good like a cigarette should" as an example of popular colloquial use. After publication of Webster's Third, The New York Times called the edition "bolshevik," and the Chicago Daily News noted that the transgression signified "a general decay in values." [9] 1961 (MCMLXI) was a common year starting on Sunday (the link is to a full 1961 calendar). ... Merriam-Webster, originally known as the G. & C. Merriam Company of Springfield, Massachusetts, is a United States company that publishes reference books, especially dictionaries that are descendants of Noah Websters An American Dictionary of the English Language (1828). ... 1888 advertisement for Websters Dictionary Websters Dictionary is a common title given to English language dictionaries in the United States, deriving its name from American lexicographer Noah Webster. ... The New York Times is a newspaper published in New York City by Arthur Ochs Sulzberger Jr. ... Leaders of the Bolshevik Party and the Communist International, a painting by Malcolm McAllister on the Pathfinder Mural in New York City and on the cover of the book Lenin’s Final Fight published by Pathfinder. ... The Chicago Daily News was an afternoon daily newspaper based in Chicago, Illinois, and published between 1876 and 1978. ...

In 1970 and 1971, Winston sought to revamp its image and chose to respond to many grammarians' qualms with the slogan, "What do you want, good grammar or good taste?" The former slogan was last used in 1972.

In 1981, actor James Garner claimed responsibility for the grammatical mistake during an interview with Playboy magazine. Garner, who narrated the original commercial, stated that his first action to be captured on film ever, was to misread the line that had been provided to him. [10] However, as noted above, the advertisements first appeared in print before their debut on television, which would cast doubt on Garner's claim. James Garner (born April 7, 1928) is an American film and television actor of partially Cherokee Indian descent. ... Playboy is an adult entertainment magazine, or pornography magazine, founded in 1953 by Hugh Hefner, which has grown into Playboy Enterprises, Inc. ...


  1. ^ Top 10 Jingles of the century. Advertising Age. AdAges.com. Retrieved on 2006-07-16.
  2. ^ Something Wonderful Happens. Winston Tastes Good-Like A Cigarette Should! Ad Notebook.. Anne Landman's Collection. Tobacco Documents Online: (April 1963). Retrieved on 2006-07-16.
  3. ^ Simpson's Contemporary Quotations, #2482. Simpson's Contemporary Quotations. Houghton Mifflin. Retrieved on 2006-07-17.
  4. ^ Winston beginnings. JournalNow. Retrieved on 2006-07-16.
  5. ^ CNN interactive. Beverly Hillbillies, Flintstones and Joe Camel. CNN.com. Retrieved on 2006-07-16.
  6. ^ VideoSift. Winston Tastes Good, Like a Cigarette Should (original spot featuring The Flintstones). VideoSift.com. Retrieved on 2006-07-16.
  7. ^ Ingram, Billy. Cigarette Advertising on TV. TVparty. Retrieved on 2006-07-16.
  8. ^ Gladwell, Malcolm (2002). The Tipping Point: How Little Things Can Make a Big Difference. Back Bay. ISBN 0316346624, p. 25.
  9. ^ Finegan, Edward (2004). Language in the USA: Themes for the Twenty-First Century. Cambridge University Press. ISBN 0521771757, Foreword.
  10. ^ Historical Winston Ads. Winston tastes good like a cigarette should. James A. Shaw. Retrieved on 2006-07-16.



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