Many of the ads looked like carry-overs from the 60's, but with a newer 70's wilding and bold appeal.
It's very interesting to look back on cigarette ads and how strategic they were commercially. Outdoor settings
were used often probably to acquaint the idea of smoking with calming locations. 
More interesting was
that many of the ads depicted couples walking along a beach, or near a tent and campfire in the mountains. A very
unhealthy habit was embellished by very healthy environs as in the case of the 70's package design for
L&M Cigarettes.
Salem, Bel Air, and Old Golds really took full advantage of the outdoor settings. Old Gold usually depicted ruggedness, and Salems were presented in a romantic Monet-type setting with young lovers holding hands, or a guy pushing the gal in a tree swing out in the middle of a manicured park. In essence, the ads were gorgeous.
Soon came cigarettes marketed directly for women only. Eve and Virginia Slims brought cigarette smoking to a higher level by offering brands catered to a special
population.
The treatment of alcoholic beverages never seemed to decline over the decades. The promotion of alcohol was
typically cast as social-friendly, or male-oriented. Advertisements for Scotch, Vodka, and other liquor store delights were
often
portrayed as the swinging bachelor's preferred sip of choice. Alcohol in advertising was was a virtual display of
after-hours partying, playing around, living the smooth bachelor playboy lifestyle, or from the opposite end of the
spectrum, the promotion of alcohol was very refined and subtly represented with good taste.
The hottest commodity in advertising always
was, and always will be sex. Sexual freedom was just one of the many cornerstones of the 70's foundation. Freedom to
live, love, and party peacefully and without limits was an underlying theme of the decade. Often, advertising was
blatant to a point of being misleading enough to get a person to read the ad. One classic example is of the ad to the
left. It's text at the bottom reads: "The one thing a man never turns down is a second helping of
rice." So, what does the blonde-who occupies 75% of the ad-have to with rice?
Sex, in the form of leggy models with, or without much clothing, was
a common catalyst in 70's marketing and advertising. Cars, stereos, liquor, cigarettes, and many other things that
men focused on were often accompanied by desirable women somewhere in the photo.
Why men were the targets of this era of advertising I can only speculate; perhaps the majority of American household dollars were spent by men who earned more than women. In any event, sex was a driving force behind advertising, and many other ludicrous promos such as the "rice" ad were found gracing many a magazine page in the 70's.
One of the most controversial forms of media was the talk show, or
report TV. David Frost's lengthy interview with former president Richard M.
Nixon was a ground-breaking interview.
Pure
bravado and classic comic skills were what made Johnny Carson such a number one late-night favorite. His
iconic "Tonight Show" was, and still is quite legendary. Johnny was an easy-going, laughing guy whom audiences loved.
Yet he did things above and beyond the call of talk show hosts line of duty. His petting a crocodile and permitting a
large tarantula to craw up his arm and toward his face were just a few highlights that I remember. Never before had I
seen talk show hosts go the distance that Johnny would. He was scared too, which only added to the fun.
Along
with the interviews, Johnny offered up wonderfully comedic skits and monologues. My favorite was "The Great Carnac". 
Carnac was an hilarious comic mystic who "divined" his answers before the question was
asked. As an example, in his usual routine with Ed McMahon, Carnac states the answer first "Dippity-Do" to the question of: "What is the moisture that forms on the end of
your dippity?"
Dick Cavett was another who's show I rarely missed. He had a comic, edgy style of not
taking any crap from anyone, asking questions many others didn't dare ask, and did it all with a constant smile on
his face.
If the question was supposed to be avoided, he went straight for it every time. Cavett also
had amazing recovery skills; if the guest turned on him, he could bounce back with humor and not miss a beat. Dick
Cavett was one of the most successful talk show hosts ever in my opinion simply because it was open season-in a
friendly way- on anyone that appeared on his show. He never attacked his guests. Instead, he gleaned important
information from them in the style of an inquisitive reporter, yet friendly and amicable.
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