The Golden Era of Smoking and Drinking in the 1970s and 1980s: A Cultural Phenomenon Depicted in TV Series

While the 1970s and 1980s might seem distant in time, their cultural impact on smoking and drinking is still vividly portrayed in television series from that era. These shows often reflect the societal norms and behaviors of those times, painting a picture of a society where smoking and drinking were not only socially accepted but also deeply ingrained in daily life.

Cultural Acceptance of Smoking

Cultural Acceptance: In the 1970s and 1980s, smoking was widely regarded as a social activity rather than a health risk. Many characters in television shows and films were depicted smoking, and it was not uncommon to see smokers in various settings, including workplaces and restaurants. This normalization of smoking was further fueled by the prevalence of cigarette advertising and the targeted marketing strategies towards specific demographics through various media channels.

Social Norms of Drinking

Social Norms: Drinking alcohol, whether in social settings or at home, was a common part of life during this period. Many TV shows portrayed characters enjoying drinks as a way to unwind or socialize. These portrayals reinforced the idea that drinking was a routine part of adult life, reflecting the broader cultural acceptance of alcohol consumption.

Impact on Society

Health Awareness

Health Awareness: It was not until the late 1980s and 1990s that there was a significant rise in awareness about the health risks associated with smoking and excessive drinking. This shift in public perception led to changes in policy, with stricter regulations on smoking in public places and limitations on cigarette advertising.

Censorship and Regulation

Censorship and Regulation: Over time, attitudes towards smoking and drinking evolved, leading to stricter regulations. For instance, public places began to ban smoking, and there were stricter laws governing cigarette advertising. Similarly, changes in public opinion led to a reduction in the social acceptance of excessive alcohol consumption.

Personal Experience and Pictorial Evidence

It was indeed a time when smoking and drinking were deeply integrated into daily life. From a personal perspective, the prevalence of smoking and drinking was almost ubiquitous. I started smoking at 13, in 1968, and had openly smoked by the age of 14. My parents and grandparents were also smokers, and many of my friends and their parents were also smokers. Even the staff at school and my family doctor in his surgery smoked regularly.

During my time at agricultural college in 1975, the majority of students and staff were smokers. We had a "liquid lunch" and would smoke a couple of cigarettes in the union bar during dinner time and more in the evening. Beer was very affordable at 8p per pint at that time.

Post-college, I worked as a "cigarette girl" promoting various brands like Rothmans and Pall Mall. We were expected to always have a cigarette in hand and were given free cigarettes and even free packs to distribute. I was paid both in money and in complimentary packs of cigarettes. This further illustrates the cultural acceptance and normalization of smoking in that era.

Drinking and smoking largely went hand in hand during this period, but over a relatively short time, smoking became increasingly non-PC (politically incorrect). Excessive alcohol intake also started to be frowned upon, though even in recent years, a pint of beer or a glass of wine at lunch time was not uncommon.

The portrayal of smoking and drinking in series like Doctor in the House and Mind Your Language provides a window into the cultural norms and social behaviors of the 1970s and 1980s. These series not only reflect the societal acceptance of smoking and drinking but also the gradual shift in public perception as awareness of the health risks grew over time.