Flat Advertiser Info Flat Advertisers served as an inexpensive billboard for many Companies throughout the years.
During the 1950’s and 1960’s, the rebuilding of Japan brought about many new companies and products, one of which was inexpensive cigarette lighters used to advertise local, national and international companies. These lighters were mostly copies of the famous Ronson Adonis and Standard lighters but predominately the Adonis style.

From local businesses such as repair services to national companies such as airlines and tobacco companies, this advertising medium helped keep their names imbedded in people’s minds since smoking was so common during those decades. These lighters were mainly give-a-ways from either retailers who sold the products advertised, or local companies looking to advertise inexpensively and not use the general business card which most people discarded. The lighter was something that was constantly used, as many as 20-40 times a day.

These lighters could be purchased from the manufacturers for as little as $3.00 per dozen. Probably the most famous of all companies was Nesor-Rosen. This American company would contract with Japanese manufacturers to make these lighters for them and attach or engraved designs provided by either the art department at Nesor-Rosen or by the business itself. Many used their own logos like Salem or Camel cigarettes. Almost all cigarette companies used this medium as part of their advertising budget. Other more prominent companies in this field are Brotherlite, Hadson, Penguin, Rolex, (not associated with the Rolex Watch Company) Noble, Modern and Vulcan to name only a few.

This advertising medium continues today using the common disposable butane lighters. The Flat Advertisers of the 1950’s and 60’s are sought by many collectors for their beauty and design.