Date: 1943
Brand: Marlboro
Manufacturer: Philip Morris
Campaign: Marlboro
Theme: Women's Cigarettes
Keywords: Female, Fashion, Health, Military, Soldier
Quote: Precious moment! His lovely letter to readher Marlboro

Comment: The woman pictured here wears patriotic red accessories and holds a Marlboro cigarette in her gloved hand. The text reads, He must be on leave . . . to warrant such devastating chic, referencing the absence of many men overseas during World War II. At the bottom of the ad, there is a list of the types of cigarettes Marlboro offers: Plain Ends, Ivory Tips, and Beauty Tips. The Marlboro Beauty Tips offered a cigarette with red tips so that a woman s lipstick would not leave a noticeable mark on the tip of the cigarette. This advertisement decidedly targets women, and indeed, Marlboro ads were marketed to women until after the war in 1954 when the brand underwent an abrupt sex change with the introduction of the masculine Marlboro Man.


This is an example of one of the earlier Marlboro ads, which marketed Marlboro cigarettes as being Mild as May to attract a female audience. This advertisement takes the next step by actually illustrating a fashionable woman smoking elegantly. In large letters, this ad mentions that Marlboros have Ivory Tips to protect the lips, targeting women who are concerned with protecting their lipstick. The woman pictured wears very dark lipstick, but her absurdly large cigarette is clean from any lipstick stains. Marlboro, the brand associated today with the rugged manliness of the Marlboro Man cowboy of later decades, was actually introduced to the market in 1927 as a woman s cigarette. It wasn t until 1954, after the war, that Marlboro underwent a sex change to compete with the three other top cigarette manufacturers.

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