Date: 1968
Brand: L&M
Manufacturer: Liggett & Myers Tobacco Company
Campaign: Women's Liberation
Theme: Targeting Women
Keywords: Woman, female, man, male, couple, dating, empowerment, liberation, humor, adult
Quote: Because L&M's balanced blend gives good taste from end to end.

Comment: This ad for L&M from the 1960s resembles much later ads from Virginia Slims late 1990s campaign, It s a Woman Thing. In this ad, a cool and collected woman pushes her surprised date away so she can finish enjoying her cigarette in peace. The woman, dressed in a trendy, mod, go-go mini-dress, is extremely feminine with her sense of style and her hair and make-up, yet she is anything but the traditional housewife. She places herself and her smoking pleasure first, rearranging society s traditional husband-kids-home-first responsibilities. The juxtaposition of power with femininity is a marketing ploy which tobacco companies exploit decade after decade.

Women's Liberation

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.

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