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Out of the Humidor

CA Readers
From the Print Edition:
Arnold Schwarzenegger, Summer 96

(continued from page 5)

Like most cigar smokers, I am often ridiculed, even condemned for my hobby by people who view cigars as an unhealthy, pretentious, even chauvinistic indulgence. However, like most people who adhere to a certain prejudice, these folks are generally ignorant and uninformed, and thusly their opinions don't offend me.

I know the truth. Cigars are not about pretense, chauvinism or machismo. However, they can be catalysts for communication and an excuse for people to sit down, relax and enjoy each other.

Michael J. Fleming
Rochester, New York


Dear Marvin,

As a long-time cigar smoker, I found the passage below to be particularly interesting when it first appeared in Advertising Age. I wrote the author, who was kind enough to make me a full-size photostat of the original, which was hung on the wall over my humidor ever since. I agree that, "For sheer mood evocation, it still stands as a copy masterpiece." Hope you find it interesting.

William L. Hartman
Cincinnati, Ohio

Erwin, Wasey & Co. Inc. landed the Consolidated Cigar account because of this essay, and the agency kept it for 30 years.

The Cigar

It is no mere coincidence that a man carries his cigar next to his heart. Badge of his majority--throughout his manhood, in the seclusion of his thoughts and on his thoughts and on his far excursions, it is his intimate companion. The young man sees his dreams of conquest take form in its curling smoke. The old man in his easy chair blows retrospective rings without regret. In the good brown leaf is solace for the loser and exultation for the victor. It glows at the wedding feast, heralds the new born and turns to ashes at the wake. A man's smoke! Strange that in advertising its appeal should have been so neglected!

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