Manufacturer: Philip Morris
Theme: Infants & Children
Keywords: Female, Infant, Child, Family
Quote: My Dad would never smoke anything but a Marlboro
Comment: Images of infants and children had multiple values to tobacco advertisers. They reinforced the respectability of smoking as part of normal family life. The images of youngsters tended to send a reassuring message about the healthfulness of the product. Finally, it was an obvious ploy as part of their campaign to expand the pool of women smokers.
It is shocking to see the plethora of tobacco brands which incorporated images of infants in their advertisements, but these images had multiple values to tobacco advertisers. For one, depictions of babies in cigarette ads reinforced the respectability of smoking as a part of normal family life, a perception often promulgated by the tobacco industry. Further, the images of youngsters tended to send a reassuring message to consumers about the healthfulness of the product. Babies, especially, represent purity, vibrancy, and life concepts which can be dangerous when tied to tobacco products. Finally, these depictions of infants were an obvious ploy to attract females to smoking as part of the industry s campaign to expand the pool of women smokers.
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