Cigarette Advertising towards Females By: Patrizia Rogosch

History  In the 1920’s, women were gaining their independence and power in society.  Cigarette companies saw this as a new target and created a product solely for women. Misty Misty Virginia Slims Virginia Slims Capri Capri

Brand Stereotyping Female Brands Misty, Capri, Virginia Slims  Used feminine images and slogans such as “You’ve come a long way, baby”  Showed the women being in control, powerful and happy. Dual Sex Brands Dual Sex Brands Camel and Marlboro  Marketed to women with independent and fun- loving imagery.  The want for gender equality.

Image  Cigarette ads geared towards women advertise: -Independence-Stylishness-Weight-Control -Sophistication -Power -Sex appeal -Confidence

Quotes  Philip Morris 1993 said, "As a matter of fact, advertisements in magazines are the most efficient way to talk to these female smokers”.  RJR 1982 said, “Specifically, these young adult f es agree that smoking is: attractive, more mature, less feminine, smoke because friends do, feel more comfortable around others, feel that I’m rebelling”

Statistics  In high schools today there are about 34.9% of females that smoke….most of them not being 18!  There are more than 20% of adult females that currently smoke and the majority of them started before they were 18!

What I think…  Cigarette companies should advertise their product and NOT the idea of an image when you consume this product!  Targeting women in a way to boost their ego and create a false image in their head is WRONG!  Cigarettes should have regulations like food because we are consuming them as well..

Cont’d.  The fact that these companies are greedy enough to proudly advertise a false image to women just to gain a few more dollars tells us a lot about the character of these powerful people that run our country.