The drama of the parachute drop has been much used by advertisers to associate their products with the vital difference between life and death. Small wonder that these examples, bar one, come from the battlefield. Camel cigarettes campaigned for years to convince the public that the fastest route to personal courage was igniting a cigarette, with the promise of steady nerves in the face of danger. The wartime adverts come from the age of text-heavy publicity when the prevailing thinking was that the consumer could not fail to respond to a dozen paragraphs of closely reasoned persuasion. Only the final example dispenses with the verbiage which is ironic, given that British advertisers were the greatest of all offenders when it came to filling the page with insipid prose. I should add that an even larger selection of parachute imagery can be enjoyed by visiting the intimidatingly huge but always entertaining, Visual Primer of Advertising Clichés.