Introduction
Tobacco companies have a long and controversial history of using women in their advertising campaigns. For decades, tobacco ads have depicted women as glamorous, sophisticated, and liberated smokers, perpetuating the notion that smoking is an empowering and desirable behavior for women.
The use of women in tobacco ads can be traced back to the early 1900s, when tobacco companies began targeting women as a new market for their products. At the time, smoking was seen as a taboo behavior for women, and tobacco companies needed to find a way to overcome social stigma and make smoking more acceptable.
Vintage Ads: Sexualising women
The use of women in tobacco ads can be traced back to the early 1900s, when tobacco companies began targeting women as a new market for their products. At the time, smoking was seen as a taboo behavior for women, and tobacco companies needed to find a way to overcome social stigma and make smoking more acceptable.
One of the most iconic examples of women in tobacco ads is the "Marlboro Man," a rugged cowboy who became the face of Marlboro cigarettes in the 1950s. However, as the popularity of filtered cigarettes grew in the 1960s and 1970s, tobacco companies shifted their focus to marketing to women.
In the 1960s, tobacco companies began using female models to promote their brands, portraying them as confident, fashionable, and glamorous smokers.
The ads featured women in a variety of settings, from cocktail parties to outdoor adventures, and often included slogans like "You've come a long way, baby" and "The greatest taste around."
Case study: Old gold cigarettes
When they started printing images of ladies in costumes on the sheet of cardboard used to hold the shape of the cigarette pack — a forerunner to baseball cards — the tobacco business started employing such strategies in the 1880s.
1. In this 1939 ad, who is “worth hooking up with”? Betty Petty or Old Gold cigarettes?
2. In 1940, Betty Petty became a redhead
3. This 1940 cigarette ad is an excellent example of using sex appeal to sell.
4. In 1950, Old Gold claimed their cigarettes were a “treat” and that they didn’t cause health complications.
Conclusion
While these ads may have been effective in attracting women to smoking, they also had negative consequences. Studies have shown that the use of women in tobacco ads is associated with increased smoking rates among women and girls, as well as the perpetuation of harmful gender stereotypes.
In response to these concerns, many countries have implemented regulations to limit the use of women in tobacco advertising. In the United States, for example, tobacco ads featuring women have been banned since 1998.
Despite these regulations, tobacco companies continue to use women in their marketing campaigns in some parts of the world. This has led to ongoing debates about the ethics of using women in tobacco advertising and the impact it has on public health.
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