Discard the infested item
Lawrence believed, she told me when the campaign was under way, was that in the new longer cigarette we had an elegant, classy product, tied in with affluence, appealing to mass buyers between twenty and forty who are slightly higher in education than most, and more sophisticatedpeople whove seen their supermarkets turn in to the Folies-Bergres, people who are used to being entertained, people who are winner-oriented. One of the things that lay behind the Wells, Rich, Greene campaign was an approach in which the advertiser attempted to come to a kind of implicit understanding with the viewer that most advertising was, yes, rather a nuisance, and that in return for deciding to buy Benson & Hedges 100s the viewer would be spared a hard sell for the brand over the tube
The value and consumption of these commodities is contested, marking out subjective, class, and generational identities
What we end up with in the film version of Fear and Loathing (at least some of the time) is a skillfully executed and expertly narrated slideshow version of the Inferno, which, while a visual masterpiece and a bravura piece of filmmaking, could easily leave some viewers cold
