One of the most common techniques tobacco companies employ in order to target women is women's liberation. Specifically, these advertisements show a woman in a position of power over a man, while being careful to keep the power-play light, carefree, and a bit flirtatious. The ads are prudent, hoping not to offend anyone while appearing to 'take sides,' so to speak, with women. Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against men instead of against Big Tobacco. "
Sunday, January 31, 2016
1970's Virginia Slims Ads Claim Women are Superior to Men
"Feminist" Virginia Slims Advertisement from the 1970s telling women "You've come a long way baby, to get where you got to today". In Stanford Research into the Impact of Tobacco Advertising, we can read how women's liberation type ads helped get women hooked on cigarettes as a way to oppose the patriarchy and show women as men's superiors and adversaries: