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Stanford Research into the Impact of Tobacco Advertising

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Starter Kit

Vaping Vamps – img18828

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Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Vaping Vamps – img18829

by

Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Vaping Vamps – img18835

by

Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Vapor Couture – img18768

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Unsurprisingly, electronic cigarette (e-cig) companies have followed in the footsteps of the combustible tobacco industry by creating a distinct market pool for women. Vapor Couture is one of two e-cig brands operated and managed by VMR Products. Unlike the marketing of its sister brand, V2 Cigs, Vapor Couture exclusively targets women and markets its product via glamour and femininity.

In it product design, advertising and marketing, Vapor Couture follows in the footsteps of Virginia Slims and Camel 9. The product is slender, with a crystal tip, and is often packaged in a sleek box that resembles a make-up accessory rather than a traditional cigarette case. Additionally, Vapor Couture advertisements attempt to epitomize a woman-only product by emphasizing fashion, accessories, and makeup – all adorned in hot pink, royal purple, and crystal backgrounds. The e-cigs themselves and come in atypical flavor names such as “Bomb Shell” and “Rodeo Drive”. As is well known, “Bomb shell” is a term used to describe attractive women and Rodeo Drive is known as the embodiment of the glam, high-fashion lifestyle in Beverly Hills, California.

Ads for Vapor Couture often feature images of independent and successful women. The ads are accompanied by catchy slogans such as, “Womanly Vaping Experience” and “Made for Women” or “ Your Life. Your Style” and “What’s Your Style?” The slogans suggest the empowerment of women as well as feminine individuality. Vapor Couture’s marketing obviously tries to play off of a certain desired woman’s figure and social image. For Vapor Couture, its e-cigs serve as a chic fashion accessory.

Vapor Couture – img18769

by

Unsurprisingly, electronic cigarette (e-cig) companies have followed in the footsteps of the combustible tobacco industry by creating a distinct market pool for women. Vapor Couture is one of two e-cig brands operated and managed by VMR Products. Unlike the marketing of its sister brand, V2 Cigs, Vapor Couture exclusively targets women and markets its product via glamour and femininity.

In it product design, advertising and marketing, Vapor Couture follows in the footsteps of Virginia Slims and Camel 9. The product is slender, with a crystal tip, and is often packaged in a sleek box that resembles a make-up accessory rather than a traditional cigarette case. Additionally, Vapor Couture advertisements attempt to epitomize a woman-only product by emphasizing fashion, accessories, and makeup – all adorned in hot pink, royal purple, and crystal backgrounds. The e-cigs themselves and come in atypical flavor names such as “Bomb Shell” and “Rodeo Drive”. As is well known, “Bomb shell” is a term used to describe attractive women and Rodeo Drive is known as the embodiment of the glam, high-fashion lifestyle in Beverly Hills, California.

Ads for Vapor Couture often feature images of independent and successful women. The ads are accompanied by catchy slogans such as, “Womanly Vaping Experience” and “Made for Women” or “ Your Life. Your Style” and “What’s Your Style?” The slogans suggest the empowerment of women as well as feminine individuality. Vapor Couture’s marketing obviously tries to play off of a certain desired woman’s figure and social image. For Vapor Couture, its e-cigs serve as a chic fashion accessory.

Vaping Vamps – img18837

by

Like most consumer products, many electronic cigarette (e-cig) companies create products and advertisements specifically targeted to women. Many of these ads follow stereotypes associated with gender targeted ads and are either overly feminine (in shades of pink or with floral designs) or target insecurities.

Even in their brand names, these brands target women by speaking to their desires. For instance, the brand Vogue, brands it as “new lifestyle.” The e-cig devices for most brands under this category are available in pastel colors such as pink and peach. The slim design, very reminiscent of the slim cigarettes of popular women cigarette brands such as Virginia Slims and Max, are crystal tipped to appeal to the modern woman. An ad for Luli e-cigs has the image of the product on a vanity table by the side of an elegant and beautiful tiara made of pearls and in front of a vintage bottle of perfume. The presence of the product on the vanity case is intended to convey that it is just another element in making you look and feel beautiful.

In addition to creating sleekly designed devices, many brands have also created a whole line of fashionable accessories from e-cig lanyards to e-cig handbags. Cottien, which brands itself as the “most feminine electronic cigarette in the world,” has an artistic rendition of a fashion model on each device. Through blogs, Pinterest boards and Facebook posts, these e-cig companies reach out to women, including adolescent girls, and provide them with tips on how to be stylish and trendy. For instance, Pinterest board for Vapor Couture teaches women how to coordinate their dress with Vapor Couture accessories. The board for Cottien has images of pink frosted cupcakes and girly, floral, sneakers as must-have items for this summer.

Many of the e-cig brands through their descriptors, ads, and messages on social media boards also provide a subliminal message that vaping their brand will result in the smoker obtaining or maintaining a slim figure. An ad for Luli disposable e-cigs contains the image of the product along with the call out, “new improved formula, brand new design.” The ad is intended to encourage women to believe that a product was redesigned to better suit their needs.

Vapor Couture – img18776

by

Unsurprisingly, electronic cigarette (e-cig) companies have followed in the footsteps of the combustible tobacco industry by creating a distinct market pool for women. Vapor Couture is one of two e-cig brands operated and managed by VMR Products. Unlike the marketing of its sister brand, V2 Cigs, Vapor Couture exclusively targets women and markets its product via glamour and femininity.

In it product design, advertising and marketing, Vapor Couture follows in the footsteps of Virginia Slims and Camel 9. The product is slender, with a crystal tip, and is often packaged in a sleek box that resembles a make-up accessory rather than a traditional cigarette case. Additionally, Vapor Couture advertisements attempt to epitomize a woman-only product by emphasizing fashion, accessories, and makeup – all adorned in hot pink, royal purple, and crystal backgrounds. The e-cigs themselves and come in atypical flavor names such as “Bomb Shell” and “Rodeo Drive”. As is well known, “Bomb shell” is a term used to describe attractive women and Rodeo Drive is known as the embodiment of the glam, high-fashion lifestyle in Beverly Hills, California.

Ads for Vapor Couture often feature images of independent and successful women. The ads are accompanied by catchy slogans such as, “Womanly Vaping Experience” and “Made for Women” or “ Your Life. Your Style” and “What’s Your Style?” The slogans suggest the empowerment of women as well as feminine individuality. Vapor Couture’s marketing obviously tries to play off of a certain desired woman’s figure and social image. For Vapor Couture, its e-cigs serve as a chic fashion accessory.

Vapor Couture – img18781

by

Unsurprisingly, electronic cigarette (e-cig) companies have followed in the footsteps of the combustible tobacco industry by creating a distinct market pool for women. Vapor Couture is one of two e-cig brands operated and managed by VMR Products. Unlike the marketing of its sister brand, V2 Cigs, Vapor Couture exclusively targets women and markets its product via glamour and femininity.

In it product design, advertising and marketing, Vapor Couture follows in the footsteps of Virginia Slims and Camel 9. The product is slender, with a crystal tip, and is often packaged in a sleek box that resembles a make-up accessory rather than a traditional cigarette case. Additionally, Vapor Couture advertisements attempt to epitomize a woman-only product by emphasizing fashion, accessories, and makeup – all adorned in hot pink, royal purple, and crystal backgrounds. The e-cigs themselves and come in atypical flavor names such as “Bomb Shell” and “Rodeo Drive”. As is well known, “Bomb shell” is a term used to describe attractive women and Rodeo Drive is known as the embodiment of the glam, high-fashion lifestyle in Beverly Hills, California.

Ads for Vapor Couture often feature images of independent and successful women. The ads are accompanied by catchy slogans such as, “Womanly Vaping Experience” and “Made for Women” or “ Your Life. Your Style” and “What’s Your Style?” The slogans suggest the empowerment of women as well as feminine individuality. Vapor Couture’s marketing obviously tries to play off of a certain desired woman’s figure and social image. For Vapor Couture, its e-cigs serve as a chic fashion accessory.

Pink eCigs – img18808

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Electronic Cigarette (e-cig) companies are targeting women through female only brands such as Vapor Couture and Luli, as well as through dual sex brands such as V2 Cigs, Veppo, and Fin. In the case of the latter, some e-cig companies resort to advertisements that feature highly successful and independent women carrying out activities that have for long been considered the bastion of men. In the case of the former, e-cig companies market to women through advertisements that suggest girly, playful and stylish themes.

In these ads it is common to see pink e-cigs placed next to a bunch of red roses, or lipstick tubes, and compact containers. The intent of the imagery is to allow women to associate e-cigs as a harmless fashion accessory that is as important and essential as a makeup mirror or a tube of lipstick.

A common ploy adopted by many of the e-cig companies is to co-opt social /health causes for their own advantage. In 1992, the pink ribbon became the official symbol for breast cancer awareness. Since the adoption of the pink ribbon, the color pink has is often associated with support of breast cancer survivors, as well as women solidarity. By using the prink ribbon on their advertisements, many e-cig companies are attempting to earn goodwill from the public as well as suggest to potential consumers that there is nothing harmful about the product. For instance, an EverSmoke ad shows the torso of a woman with her breast covered by her hand and the pink breast cancer ribbon. The slogan reads “Save a Life. Save a Lung. Save a Boob.” At a time when no research had been done into the health effects of e-cigs this is a highly immoral advertising tactic, designed to play on people's fears of an often-fatal disease.

Vapor Couture – img18788

by

Unsurprisingly, electronic cigarette (e-cig) companies have followed in the footsteps of the combustible tobacco industry by creating a distinct market pool for women. Vapor Couture is one of two e-cig brands operated and managed by VMR Products. Unlike the marketing of its sister brand, V2 Cigs, Vapor Couture exclusively targets women and markets its product via glamour and femininity.

In it product design, advertising and marketing, Vapor Couture follows in the footsteps of Virginia Slims and Camel 9. The product is slender, with a crystal tip, and is often packaged in a sleek box that resembles a make-up accessory rather than a traditional cigarette case. Additionally, Vapor Couture advertisements attempt to epitomize a woman-only product by emphasizing fashion, accessories, and makeup – all adorned in hot pink, royal purple, and crystal backgrounds. The e-cigs themselves and come in atypical flavor names such as “Bomb Shell” and “Rodeo Drive”. As is well known, “Bomb shell” is a term used to describe attractive women and Rodeo Drive is known as the embodiment of the glam, high-fashion lifestyle in Beverly Hills, California.

Ads for Vapor Couture often feature images of independent and successful women. The ads are accompanied by catchy slogans such as, “Womanly Vaping Experience” and “Made for Women” or “ Your Life. Your Style” and “What’s Your Style?” The slogans suggest the empowerment of women as well as feminine individuality. Vapor Couture’s marketing obviously tries to play off of a certain desired woman’s figure and social image. For Vapor Couture, its e-cigs serve as a chic fashion accessory.

Pink eCigs – img18819

by

Electronic Cigarette (e-cig) companies are targeting women through female only brands such as Vapor Couture and Luli, as well as through dual sex brands such as V2 Cigs, Veppo, and Fin. In the case of the latter, some e-cig companies resort to advertisements that feature highly successful and independent women carrying out activities that have for long been considered the bastion of men. In the case of the former, e-cig companies market to women through advertisements that suggest girly, playful and stylish themes.

In these ads it is common to see pink e-cigs placed next to a bunch of red roses, or lipstick tubes, and compact containers. The intent of the imagery is to allow women to associate e-cigs as a harmless fashion accessory that is as important and essential as a makeup mirror or a tube of lipstick.

A common ploy adopted by many of the e-cig companies is to co-opt social /health causes for their own advantage. In 1992, the pink ribbon became the official symbol for breast cancer awareness. Since the adoption of the pink ribbon, the color pink has is often associated with support of breast cancer survivors, as well as women solidarity. By using the prink ribbon on their advertisements, many e-cig companies are attempting to earn goodwill from the public as well as suggest to potential consumers that there is nothing harmful about the product. For instance, an EverSmoke ad shows the torso of a woman with her breast covered by her hand and the pink breast cancer ribbon. The slogan reads “Save a Life. Save a Lung. Save a Boob.” At a time when no research had been done into the health effects of e-cigs this is a highly immoral advertising tactic, designed to play on people's fears of an often-fatal disease.

Pink eCigs – img18827

by

Electronic Cigarette (e-cig) companies are targeting women through female only brands such as Vapor Couture and Luli, as well as through dual sex brands such as V2 Cigs, Veppo, and Fin. In the case of the latter, some e-cig companies resort to advertisements that feature highly successful and independent women carrying out activities that have for long been considered the bastion of men. In the case of the former, e-cig companies market to women through advertisements that suggest girly, playful and stylish themes.

In these ads it is common to see pink e-cigs placed next to a bunch of red roses, or lipstick tubes, and compact containers. The intent of the imagery is to allow women to associate e-cigs as a harmless fashion accessory that is as important and essential as a makeup mirror or a tube of lipstick.

A common ploy adopted by many of the e-cig companies is to co-opt social /health causes for their own advantage. In 1992, the pink ribbon became the official symbol for breast cancer awareness. Since the adoption of the pink ribbon, the color pink has is often associated with support of breast cancer survivors, as well as women solidarity. By using the prink ribbon on their advertisements, many e-cig companies are attempting to earn goodwill from the public as well as suggest to potential consumers that there is nothing harmful about the product. For instance, an EverSmoke ad shows the torso of a woman with her breast covered by her hand and the pink breast cancer ribbon. The slogan reads “Save a Life. Save a Lung. Save a Boob.” At a time when no research had been done into the health effects of e-cigs this is a highly immoral advertising tactic, designed to play on people's fears of an often-fatal disease.

Pink eCigs – img22843

by

Electronic Cigarette (e-cig) companies are targeting women through female only brands such as Vapor Couture and Luli, as well as through dual sex brands such as V2 Cigs, Veppo, and Fin. In the case of the latter, some e-cig companies resort to advertisements that feature highly successful and independent women carrying out activities that have for long been considered the bastion of men. In the case of the former, e-cig companies market to women through advertisements that suggest girly, playful and stylish themes.

In these ads it is common to see pink e-cigs placed next to a bunch of red roses, or lipstick tubes, and compact containers. The intent of the imagery is to allow women to associate e-cigs as a harmless fashion accessory that is as important and essential as a makeup mirror or a tube of lipstick.

A common ploy adopted by many of the e-cig companies is to co-opt social /health causes for their own advantage. In 1992, the pink ribbon became the official symbol for breast cancer awareness. Since the adoption of the pink ribbon, the color pink has is often associated with support of breast cancer survivors, as well as women solidarity. By using the prink ribbon on their advertisements, many e-cig companies are attempting to earn goodwill from the public as well as suggest to potential consumers that there is nothing harmful about the product. For instance, an EverSmoke ad shows the torso of a woman with her breast covered by her hand and the pink breast cancer ribbon. The slogan reads “Save a Life. Save a Lung. Save a Boob.” At a time when no research had been done into the health effects of e-cigs this is a highly immoral advertising tactic, designed to play on people's fears of an often-fatal disease.

Pink eCigs – img22847

by

Electronic Cigarette (e-cig) companies are targeting women through female only brands such as Vapor Couture and Luli, as well as through dual sex brands such as V2 Cigs, Veppo, and Fin. In the case of the latter, some e-cig companies resort to advertisements that feature highly successful and independent women carrying out activities that have for long been considered the bastion of men. In the case of the former, e-cig companies market to women through advertisements that suggest girly, playful and stylish themes.

In these ads it is common to see pink e-cigs placed next to a bunch of red roses, or lipstick tubes, and compact containers. The intent of the imagery is to allow women to associate e-cigs as a harmless fashion accessory that is as important and essential as a makeup mirror or a tube of lipstick.

A common ploy adopted by many of the e-cig companies is to co-opt social /health causes for their own advantage. In 1992, the pink ribbon became the official symbol for breast cancer awareness. Since the adoption of the pink ribbon, the color pink has is often associated with support of breast cancer survivors, as well as women solidarity. By using the prink ribbon on their advertisements, many e-cig companies are attempting to earn goodwill from the public as well as suggest to potential consumers that there is nothing harmful about the product. For instance, an EverSmoke ad shows the torso of a woman with her breast covered by her hand and the pink breast cancer ribbon. The slogan reads “Save a Life. Save a Lung. Save a Boob.” At a time when no research had been done into the health effects of e-cigs this is a highly immoral advertising tactic, designed to play on people's fears of an often-fatal disease.