Winston tastes good like a cigarette should

Winston tastes good like a cigarette shoulderstand ( " Winston tastes good, [ so ] like a cigarette [ it ] should be" ) is an advertising slogan used by the American cigarette brand Winston of their launch 1954-1972 applied their product.

In the U.S., the rate is still one of the most famous advertising slogans in history, the trade publication Advertising Age named him the eighth- best jingle of all time. In 1988 the Simpson 's Contemporary Quotations Quote Almanac him in his collection of contemporary quotations. Furthermore, the slogan is probably one of the most famous grammatically incorrect sentences in the English language.

History

The slogan was created in 1954 from Bowman Gray Jr., president of the tobacco company RJ Reynolds Tobacco Company, selected, who was responsible for the launch of the new brand; stylistically sophisticated appearing, but grammatically incorrect proposal as Winston tastes good like a cigarette ought to was discarded.

The first printed ad with the slogan appeared in September 1954 in the local newspaper, Pittsburgh Post -Gazette, with a further display in the popular magazine Life A national advertising campaign was launched the following month. 1955 took over Winston 's sponsorship of the TV shows of Walter Cronkite and Garry Moore, thus ensuring the spread of the slogan also about the new mass medium of television. In the radio and television ads, the set was sung rather than spoken. The catchiness was increased with a rhythmic trick by there was a twofold clapping between the words like a and cigarette should. In later spots this percussive element was varied by about an actor fired twice in quick succession his lighter. In later years, Winston sponsor of television series such as The Beverly Hillbillies and The Flintstones. In this context, the actors of the former sitcom for spots were clamped in which they belobigten the benefits of Winston cigarettes and finally gave the slogan for the best. Also Wilma and Fred Flintstone were seen in self-produced animated spots when smoking Winstons, which led to protests in the public media, as this series was also seen and especially of children. Winston made ​​his sponsorship of the Flintstones however until 1963 after the " birth" of Flint daughter Pebbles.

Grammar controversy

During the two decades in which the slogan was spread through the media, has been frequently pointed out that it is, strictly speaking, grammatically incorrect - he would have properly Winston tastes good as a cigarette shoulderstand loud. The use of like as a conjunction is indeed widespread in the American vernacular, conservative language guardians, however, always been a thorn in the side. These apparently counted Walter Cronkite, the anchorman sponsored by Winston The Early Show, who refused to pronounce the sentence, and so had to find another speaker who said the slogan on his behalf. In his book The Tipping Point, however, the author Malcolm Gladwell implied that only the " grammatically incorrect and quite provocative use like instead of as ' allowed the resounding success of the brand. 1966 overtook Winston Pall Mall in the favor of smoking and became the most smoked cigarettes brand in the United States.

Reached a high point the controversy surrounding the use of like instead of as in 1961, when the third edition of the New International Dictionary appeared from the house of Merriam -Webster's, the trend-setting language reference publisher in the country. In this revised edition, the editors refused to condemn the use of like as a conjunction and quoted Winston tastes good like a cigarette shoulderstand as evidence of the wide distribution of this linguistic phenomenon. The New York Times disparaged the new edition of the New International Dictionary, then as a " Bolshevik ", and the Chicago Daily News hinted at the decision of the editors of the dictionary as a sign of a general decay of morals.

Winston responded in 1970 with a new campaign on the allegations and led a new slogan that question What do you want, good grammar or good taste? ("What do you want, good grammar or good taste? "); the grammatically borderline old advertising slogan was abandoned finally in 1972.

Swell

• Promotion
• English phrase