25:
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188:) in the slogan and jingle. The Esty executives Wendell Adams and Arline Lunny were in charge of the overall campaign. Lunny produced and directed most of the campaign's content during its early years. Although Adams was a classically trained musician, Margaret Johnson (a singer, pianist, and model)
450:
magazine. Garner, who narrated the original commercial, stated that his first action ever to be captured on film was to misread the line that had been provided to him. However the advertisements appeared in print before their debut on television, which casts doubt on Garner's claim.
364:, 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. Winston overtook
436:
a cigarette should've'" "What did you want, good grammar or good taste?" "I wanted to live a lot longer than this!"). With the new slogan in wide use, "Winston tastes good like a cigarette should" was retired permanently in 1972.
431:
magazine published a parody of this on the back cover of its
January 1971 issue; set in a cemetery, it featured four tombstones with epitaphs written in the past tense ("Winsom tasted good like a cigarette should've" "You mean
281:. 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.
42:
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273:(left). This particular still is from the end-of-show sponsor bumper that aired at the end of every episode while Winston was the show's primary sponsor, until the second season.
481:
425:
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?"
277:
In the radio and television advertisements, the slogan is presented in a singsong fashion with a noticeable two-beat clap near the end, so the jingle would sound like
230:, and the slogan "Winston tastes good like a cigarette ought to" was considered, then replaced by the more succinct "Winston tastes good like a cigarette should."
89:
998:
The
Grouchy Grammarian: A How-Not-To Guide to the 47 Most Common Mistakes in English Made by Journalists, Broadcasters, and Others Who Should Know Better
61:
320:
During the campaign's long run in the media, many criticized the slogan as grammatically incorrect, asserting that it should say, "Winston tastes good
686:
1143:
226:, was in charge of marketing Winstons, which were a new addition to the R.J. Reynolds line in 1954. Gray listened to advertising employees from the
68:
1153:
308:
was criticized for advertising cigarettes on an animated series watched by many children, and
Winston pulled their involvement with it after the
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cigarettes as the #1 cigarette in the United States in 1966, while the advertising campaign continued to make an impression on the mass media.
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In a departure for the time, the advertising campaign targeted distinct niche groups within the broader market of smokers, such as
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389:, and cited "Winston tastes good like a cigarette should" as an example of popular colloquial use. After publication of
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159:. Reynolds used the slogan from Winston's introduction in 1954 until 1972. It is one of the best-known American
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in its list of the 10 best radio and television jingles in the United States during the 20th century.
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In the fall of 1961, a small furor enveloped the literary and journalistic communities in the
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A Century of
American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture
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Yo Mama!: New Raps, Toasts, Dozens, Jokes, and
Children's Rhymes from Urban Black America
737:"Winston Tastes Good, Like a Cigarette Should (original spot featuring the Flintstones)"
974:
843:
573:"Something Wonderful Happens. Winston Tastes Good-Like A Cigarette Should! Ad Notebook"
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the jingle; Johnson and her husband, Travis
Johnson, recorded it with their group, the
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253:'s variety show; it was at this time that the first television advertisements aired.
207:
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866:"Sifting the Ashes: Confessions of a conscientious objector in the cigarette wars"
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Examples of the "Winston tastes good like a cigarette should" marketing campaign
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24:
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This color advertisement depicts a black man and woman with
Winston cigarettes.
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claimed responsibility for the wording of the slogan during an interview with
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extolled the virtues of
Winstons while smoking them and reciting the jingle.
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following the next month. In 1955, Winston would take over as the sponsor of
736:
152:
130:
385:. In the dictionary, the editors refused to condemn the use of "like" as a
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549:
261:
352:, refused to say the line as written, and an announcer was used instead.
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181:
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You Should Have Been Here
Yesterday: A Life Story in Television News
884:"Opinion: Those retro cigarette jingles and ads leave kids appalled"
405:
wrote that the transgression signified "a general decay in values."
414:
spoke the line, they stretched the grammatical boundaries further:
571:
R. J. Reynolds
Tobacco Company (April 1963). Landman, Anne (ed.).
284:
Winston cigarettes were sponsors of popular television series. In
260:
138:
1083:
San Francisco Tobacco Industry Documents Multimedia Collection
1066:
San Francisco Tobacco Industry Documents Multimedia Collection
969:
The Tipping Point: How Little Things Can Make a Big Difference
459:
The jingle was often parodied. The first line was typically,
18:
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included the "Winston tastes good like a cigarette should"
279:
Win-ston tastes good like a (clap clap) cigarette should
488:
Legacy Tobacco Documents Library Multimedia Collection
941:
Language in the U.S.A.: themes for the 21st century
482:
Us Tareyton smokers would rather fight than switch!
265:A still photo of a Winston advertisement featuring
222:Bowman Gray Jr., who later became the president of
49:. Unsourced material may be challenged and removed.
1023:
704:"Expert says tobacco pitched ads to young smokers"
465:No filter, no flavor, it tastes like toilet paper
822:
463:The second line was commonly some variation on
199:The slogan was included in the 1988 edition of
1091:"Winston Tastes Good Like a Cigarette Should"
836:"Winston tastes good like a cigarette should"
58:"Winston tastes good like a cigarette should"
8:
1100:from the original on 2021-12-21 – via
508:"Ad Age Advertising Century: Top 10 Jingles"
469:No filter, no taste, just a fifty-cent waste
939:Finegan, Edward; Rickford, John R. (2004).
461:Winston tastes bad like the one I just had.
123:Winston tastes good like a cigarette should
109:Learn how and when to remove this message
1079:"UCSF Tobacco Industry Audio Recordings"
914:. Temple University Press. p. 103.
810:
399:called the edition "bolshevik," and the
786:
602:R. J. Reynolds Tobacco Company (n.d.).
499:
579:. TobaccoDocuments.org. Archived from
798:
656:. Greenwood Press. pp. 128–130.
421:Granny: Like a cigarette had ought-a!
7:
548:. Quotation No. 2482. Archived from
47:adding citations to reliable sources
233:The first print ad appeared in the
864:Franzen, Jonathan (May 13, 1996).
382:Third New International Dictionary
14:
604:"Starting Point for Pleasure ..."
541:Simpson's Contemporary Quotations
239:in September 1954, with an ad in
201:Simpson's Contemporary Quotations
184:, used "like" rather than "as" (
23:
16:Advertising slogan, 1954 to 1972
1144:American television commercials
842:. James A. Shaw. Archived from
693:, various magazines, 1955-1969.
34:needs additional citations for
1154:R. J. Reynolds Tobacco Company
1061:"UCSF Tobacco Industry Videos"
224:R. J. Reynolds Tobacco Company
157:R. J. Reynolds Tobacco Company
1:
762:"Cigarette Advertising on TV"
334:, published a poem that ran "
1124:American advertising slogans
628:. JournalNow. Archived from
312:character was born in 1963.
1085:. University of California.
823:Finegan & Rickford 2004
418:Jed: Winston tastes good...
1170:
945:Cambridge University Press
908:Jemie, Onwuchekwa (2003).
249:'s news show, as well as
186:subordinating conjunction
1071:University of California
996:Parrish, Thomas (2002).
577:Tobacco Documents Online
888:The Beaver County Times
411:The Beverly Hillbillies
287:The Beverly Hillbillies
236:Pittsburgh Post-Gazette
176:The advertising agency
840:Historical Winston Ads
274:
1119:Advertising campaigns
338:goes Madison Avenue,
324:a cigarette should."
264:
1004:. pp. 155–156.
650:Cross, Mary (2002).
626:"Winston beginnings"
583:on November 25, 2005
408:When the players in
257:Radio and television
163:campaigns. In 1999,
43:improve this article
1149:Tobacco advertising
1134:Songs about tobacco
825:, p. Foreword.
789:, pp. 155–156.
316:Grammar controversy
161:tobacco advertising
689:2011-07-17 at the
402:Chicago Daily News
396:The New York Times
342:goes the nation."
310:Pebbles Flintstone
275:
180:deliberately, and
155:, manufactured by
127:advertising slogan
1000:. Hoboken, N.J.:
963:Gladwell, Malcolm
921:978-1-59213-029-0
846:on March 14, 2006
536:Simpson, James B.
361:The Tipping Point
212:African Americans
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1030:. New York:
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947:. Foreword.
943:. New York:
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933:Bibliography
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892:. Retrieved
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848:. Retrieved
844:the original
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787:Parrish 2002
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771:. Retrieved
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720:. Retrieved
716:the original
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667:. Retrieved
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634:. Retrieved
630:the original
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550:the original
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518:. Retrieved
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41:Please help
36:verification
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669:4 September
609:October 29,
587:October 29,
556:October 29,
520:October 28,
387:conjunction
292:Buddy Ebsen
251:Garry Moore
190:ghost wrote
1113:Categories
1034:. p.
1011:0471432865
977:. p.
973:. Boston:
894:2020-01-28
850:2006-07-16
799:Utley 2000
773:2006-07-16
746:2006-07-16
722:2006-07-16
636:2006-07-16
607:Retrieved
494:References
326:Ogden Nash
300:Nancy Kulp
296:Irene Ryan
218:Beginnings
153:cigarettes
143:television
69:newspapers
741:VideoSift
366:Pall Mall
131:newspaper
1098:Archived
1096:. 2008.
1022:(2000).
965:(2002).
767:TVparty!
687:Archived
538:(1988).
475:See also
455:Parodies
135:magazine
125:" is an
1129:Jingles
1102:YouTube
1094:(Video)
447:Playboy
340:like so
150:Winston
83:scholar
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467:, or,
298:, and
171:jingle
141:, and
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1002:Wiley
375:when
358:, in
328:, in
139:radio
90:JSTOR
76:books
1040:ISBN
1006:ISBN
983:ISBN
949:ISBN
916:ISBN
671:2020
658:ISBN
611:2018
589:2018
558:2018
522:2018
336:Like
267:Fred
242:Life
210:and
148:for
62:news
428:Mad
45:by
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