When it comes to cigarettes, James Bond is rather light. From his beginnings, the British spy used and abused tobacco. A very poor example for its spectators.
He drinks, he smokes, he exposes himself to bullets and explosions… James Bond is not a discreet spy. In fact, the British agent has an active and risky lifestyle to say the least. Cigarettes are no exception, as an article in Tobacco Control. Two public health specialists at the University of Otago (New Zealand) point to the bad habits of agent 007.
“Nicotine won’t kill you, Mr. Bond,” Blofeld says in We only live twice (1967). Not so sure. Because vis-à-vis the cigarette, the creators of the British secret agent have shown lightness, including on the screen. And this from the start of his career. In the first part of the saga, James Bond 007 vs. Dr No, tobacco is ubiquitous. This hardly gets better afterwards.
A very poor prevention
83% of films shown during the 1960s show characters smoking … Her Majesty’s Secret Service Agent in the lead. On average, he lights his first cigarette 20 minutes after the end of the introductory credits.
When it comes to a bad film example, Bond goes all out. Two tobacco companies have successfully placed their products in Moonraker and License to kill. Their weapon, the gadgets that made the spy famous. These are also regularly put to good use: a number of cigarettes are diverted to serve as weapons for 007. As such, the 1970s hold the record since 80% of films are concerned.
On the prevention side, some films have tried to evoke the risks of tobacco. And this as early as 1967. But these messages are more akin to learned jokes, intended to relax the audience and make 007 understand that he risks dying. “You should stop smoking, cigarettes are very bad for your lungs,” Blofeld squeaks.
A passive smoker
Never mind, James Bond is now a repentant smoker. He crushes his last cigarette in Die another day, in 2002, never to resume. Weaned, yes, but badly accompanied. Even in the bed of his female partners, he is a victim of passive smoking. However, they have the good idea to burn one more rarely… They also have the good taste to die quickly, underline with irony the authors of this article.
Perhaps this low life expectancy is what prompts the British spy to be so flippant. “Bond’s smoking seems hardly compatible with the physical form necessary for his job, his education and his varied knowledge”, reproach the researchers. But his regular exposure to bullets and explosives could explain his habit of stringing together cigarettes and martinis.
The highly acclaimed Casino Royale remains the absolute model. Neither the spy nor the James Bond Girls burn a cigarette. This product is simply missing from the film. Failing to reach this level of requirement, Spectrum makes the effort not to tempt neither Bond nor his partners. Their opponents, on the other hand, are having a blast. But these are the bad guys!
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