Tobacco companies are often extremely creative in their advertising techniques; however, sometimes the techniques they employ are excruciatingly obvious. In targeting women, for example, many cigarette brands turn to the classic feminine shade of pink in order to clearly communicate a certain cigarette is intended for women’s use. Pink cigarettes and ads which incorporate the color pink target a younger demographic of females. Camel No. 9, for example, uses a hot pink color palette, which accents the cigarette pack, the pack’s interior foil, the cigarettes themselves, and all of the print advertisements for the product. The ads in this theme all demonstrate the prevalence of pink in ads marketing women’s cigarettes. From Russian “Glamour” ads to American “Misty” ads, pink is everywhere. One Virginia Slims ad from 1995 works to reclaim pink as a color of power for women, with the phrase “Pretty in Pink doesn’t make you a pushover” printed next to a woman in a pink mini-dress preparing to hop on her motorcycle.
Weight
Capri – img19837
Brown & Williamson launched Capri as the first ever “super slim” cigarette in 1987, targeting young women. Traditional cigarettes have a circumference of 25 mm, slim cigarettes 23 mm, and Capri Super Slims only 17 mm. Advertisements for Capri follow the logic that slimmer is better, apparently influenced by the assumption that women prefer to be physically slim, since a slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. Slogans such as “The slimmest slim in town” (1988) and “There is no slimmer way to smoke” (1994) provides a not-so-subliminal message that by smoking Capri cigarettes, consumers can count on obtaining or maintaining a slimmer figure than everyone else.
Virginia Slims Modern Ads – img45457
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img11493
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Capri – img19838
Brown & Williamson launched Capri as the first ever “super slim” cigarette in 1987, targeting young women. Traditional cigarettes have a circumference of 25 mm, slim cigarettes 23 mm, and Capri Super Slims only 17 mm. Advertisements for Capri follow the logic that slimmer is better, apparently influenced by the assumption that women prefer to be physically slim, since a slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. Slogans such as “The slimmest slim in town” (1988) and “There is no slimmer way to smoke” (1994) provides a not-so-subliminal message that by smoking Capri cigarettes, consumers can count on obtaining or maintaining a slimmer figure than everyone else.
Virginia Slims Modern Ads – img42983
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img11494
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Capri – img19839
Brown & Williamson launched Capri as the first ever “super slim” cigarette in 1987, targeting young women. Traditional cigarettes have a circumference of 25 mm, slim cigarettes 23 mm, and Capri Super Slims only 17 mm. Advertisements for Capri follow the logic that slimmer is better, apparently influenced by the assumption that women prefer to be physically slim, since a slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. Slogans such as “The slimmest slim in town” (1988) and “There is no slimmer way to smoke” (1994) provides a not-so-subliminal message that by smoking Capri cigarettes, consumers can count on obtaining or maintaining a slimmer figure than everyone else.
Virginia Slims Modern Ads – img45467
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img11495
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
You've Come A
Long Way, Baby – img0903
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Modern Ads – img10364
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Capri – img19840
Brown & Williamson launched Capri as the first ever “super slim” cigarette in 1987, targeting young women. Traditional cigarettes have a circumference of 25 mm, slim cigarettes 23 mm, and Capri Super Slims only 17 mm. Advertisements for Capri follow the logic that slimmer is better, apparently influenced by the assumption that women prefer to be physically slim, since a slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. Slogans such as “The slimmest slim in town” (1988) and “There is no slimmer way to smoke” (1994) provides a not-so-subliminal message that by smoking Capri cigarettes, consumers can count on obtaining or maintaining a slimmer figure than everyone else.
Virginia Slims Black – img11496
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Capri – img19841
Brown & Williamson launched Capri as the first ever “super slim” cigarette in 1987, targeting young women. Traditional cigarettes have a circumference of 25 mm, slim cigarettes 23 mm, and Capri Super Slims only 17 mm. Advertisements for Capri follow the logic that slimmer is better, apparently influenced by the assumption that women prefer to be physically slim, since a slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. Slogans such as “The slimmest slim in town” (1988) and “There is no slimmer way to smoke” (1994) provides a not-so-subliminal message that by smoking Capri cigarettes, consumers can count on obtaining or maintaining a slimmer figure than everyone else.
Virginia Slims Modern Ads – img44876
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img11497
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img44877
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img11498
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Light – img8025
The ads in this theme document the decades of deceptive advertisement campaigns for “light” cigarettes. In the 1970s, the tobacco industry began heavily promoting “light” cigarettes as low-tar and low-nicotine alternatives to quitting. However, the FDA has determined that light and ultra-light cigarettes are no safer than regular cigarettes. In fact, internal industry documents reveal that from the very beginning, tobacco companies were well aware that smokers compensated for the low-nicotine draw from light cigarettes by changing their smoking behaviors. A brand of cigarette, for example, might register on the FTC Test Method as containing 12 mg of “tar” and 0.9 mg of nicotine per cigarette, but in actuality, a human smoker of the same brand would be able to receive much more tar and nicotine than the “machine smoker” by smoking the light cigarette in a different manner.
Indeed, since the 1966 release of the ISO machine-smoking method (used by the FTC to determine the tar, nicotine, and carbon monoxide yield of cigarettes), the industry has worked intensively to create a product that would outsmart the testing equipment. For one, the tobacco companies discovered that added perforations on cigarette filters resulted in low tar and nicotine readings from the FTC Test Method, as clean air diluted the smoke “inhaled” by the machine; however, human smokers, unlike the machine smoker, are smoking for the nicotine kick. Often, this desire for nicotine causes human smokers to take longer, bigger, or quicker puffs on light cigarettes, since the cigarette provides “less” nicotine per normal puff. Additionally, smokers of light cigarettes often smoke more cigarettes per day than smokers of regular cigarettes. Sometimes (usually in the case of super light or ultra light cigarettes), smokers instinctively cover the perforations on the filters with their lips or fingers as they draw in, resulting in a very high intake of nicotine and tar from the cigarette (1). Because of these wide variations between human smokers and machine smokers, the FTC Test Method is now widely considered to be misleading for consumers.
The FDA was granted regulatory authority over tobacco products in 2009, and with this change came many new regulations, one of which directly concerns light cigarettes: As of July 2010, the words “mild,” “low,” or “light” are not to be used on tobacco products as they cause consumers to underestimate their health risks. This means that brands previously marketed as “light” or “low-tar” can no longer include these words on their packaging or advertising. Unsurprisingly, tobacco manufacturers have figured out a creative way to escape this regulation. Now, they rely on different colored packages to indicate whether a certain product is light, ultra-light, or full-flavor. The colors vary slightly among brands, but generally adhere to the following standards: red indicates regular; dark green indicates menthol; light green, blue, or gold indicate previously “light” cigarettes; and silver or orange indicate previously “ultra light” cigarettes. Camel, for example, replaced their “Camel Lights” product with “Camel Blue.” Philip Morris stuck with the idea that lighter shades indicate a “lighter” cigarette, and thus Marlboro Lights became Marlboro Gold, and Marlboro Ultra-Lights became Marlboro Silver. Likewise, R.J. Reynolds’ Salem Ultra-Lights became “Salem Silver Box.” The FDA has regulatory authority to demand that tobacco companies discontinue their color branding techniques in the future.
1. Kozlowski, T. and R. J. O’Connor. “Cigarette filter ventilation is a defective design because of misleading taste, bigger puffs, and blocked vents.” Tobacco Control. 2002; 11: i40-i50. http://tobaccocontrol.bmj.com/content/11/suppl_1/i40.full
Virginia Slims Modern Ads – img45468
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20313
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img45469
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20314
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img45470
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20315
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Couples in Love – img9844
Love and cigarettes, marriage and cigarettes, sex and cigarettes? Nothing is off limits in these tobacco advertisements which feature couples in love. The advertisements work cigarettes into the everyday lives of couples, seemingly bringing couples closer together or enhancing their sexual connection. In the 1920s and 1930s, women were pictured as part of a couple so as to lessen the shock value of women smoking. However, as times changed and women smoking became widely acknowledged, men and women continued to show up together in cigarette advertisements in romantic scenarios. These advertisements were particularly effective at targeting women, capitalizing on the stereotypical female desire to find a husband or be taken care of by a man. Often, however, these ads were also effective for men, who would imagine, after seeing one of the ads, that a woman sensuously falls into a man’s arms with just the whiff of a cigarette or the mingling of fumes.
Virginia Slims Modern Ads – img10354
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20316
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img45471
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20317
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Couples in Love – img9846
Love and cigarettes, marriage and cigarettes, sex and cigarettes? Nothing is off limits in these tobacco advertisements which feature couples in love. The advertisements work cigarettes into the everyday lives of couples, seemingly bringing couples closer together or enhancing their sexual connection. In the 1920s and 1930s, women were pictured as part of a couple so as to lessen the shock value of women smoking. However, as times changed and women smoking became widely acknowledged, men and women continued to show up together in cigarette advertisements in romantic scenarios. These advertisements were particularly effective at targeting women, capitalizing on the stereotypical female desire to find a husband or be taken care of by a man. Often, however, these ads were also effective for men, who would imagine, after seeing one of the ads, that a woman sensuously falls into a man’s arms with just the whiff of a cigarette or the mingling of fumes.
Virginia Slims Modern Ads – img10430
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20318
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img10429
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20319
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img45472
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20320
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Light – img3076
The ads in this theme document the decades of deceptive advertisement campaigns for “light” cigarettes. In the 1970s, the tobacco industry began heavily promoting “light” cigarettes as low-tar and low-nicotine alternatives to quitting. However, the FDA has determined that light and ultra-light cigarettes are no safer than regular cigarettes. In fact, internal industry documents reveal that from the very beginning, tobacco companies were well aware that smokers compensated for the low-nicotine draw from light cigarettes by changing their smoking behaviors. A brand of cigarette, for example, might register on the FTC Test Method as containing 12 mg of “tar” and 0.9 mg of nicotine per cigarette, but in actuality, a human smoker of the same brand would be able to receive much more tar and nicotine than the “machine smoker” by smoking the light cigarette in a different manner.
Indeed, since the 1966 release of the ISO machine-smoking method (used by the FTC to determine the tar, nicotine, and carbon monoxide yield of cigarettes), the industry has worked intensively to create a product that would outsmart the testing equipment. For one, the tobacco companies discovered that added perforations on cigarette filters resulted in low tar and nicotine readings from the FTC Test Method, as clean air diluted the smoke “inhaled” by the machine; however, human smokers, unlike the machine smoker, are smoking for the nicotine kick. Often, this desire for nicotine causes human smokers to take longer, bigger, or quicker puffs on light cigarettes, since the cigarette provides “less” nicotine per normal puff. Additionally, smokers of light cigarettes often smoke more cigarettes per day than smokers of regular cigarettes. Sometimes (usually in the case of super light or ultra light cigarettes), smokers instinctively cover the perforations on the filters with their lips or fingers as they draw in, resulting in a very high intake of nicotine and tar from the cigarette (1). Because of these wide variations between human smokers and machine smokers, the FTC Test Method is now widely considered to be misleading for consumers.
The FDA was granted regulatory authority over tobacco products in 2009, and with this change came many new regulations, one of which directly concerns light cigarettes: As of July 2010, the words “mild,” “low,” or “light” are not to be used on tobacco products as they cause consumers to underestimate their health risks. This means that brands previously marketed as “light” or “low-tar” can no longer include these words on their packaging or advertising. Unsurprisingly, tobacco manufacturers have figured out a creative way to escape this regulation. Now, they rely on different colored packages to indicate whether a certain product is light, ultra-light, or full-flavor. The colors vary slightly among brands, but generally adhere to the following standards: red indicates regular; dark green indicates menthol; light green, blue, or gold indicate previously “light” cigarettes; and silver or orange indicate previously “ultra light” cigarettes. Camel, for example, replaced their “Camel Lights” product with “Camel Blue.” Philip Morris stuck with the idea that lighter shades indicate a “lighter” cigarette, and thus Marlboro Lights became Marlboro Gold, and Marlboro Ultra-Lights became Marlboro Silver. Likewise, R.J. Reynolds’ Salem Ultra-Lights became “Salem Silver Box.” The FDA has regulatory authority to demand that tobacco companies discontinue their color branding techniques in the future.
1. Kozlowski, T. and R. J. O’Connor. “Cigarette filter ventilation is a defective design because of misleading taste, bigger puffs, and blocked vents.” Tobacco Control. 2002; 11: i40-i50. http://tobaccocontrol.bmj.com/content/11/suppl_1/i40.full
Virginia Slims Modern Ads – img45476
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20321
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img10406
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20322
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
You've Come A
Long Way, Baby – img0873
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Modern Ads – img45475
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20323
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
High Fashion – img0611
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img45474
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20325
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img45473
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20326
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img10398
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20327
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img10397
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20328
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
You've Come A
Long Way, Baby – img0876
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Modern Ads – img10385
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20329
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
You've Come A
Long Way, Baby – img0911
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Modern Ads – img10392
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20330
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img45485
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20324
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Virginia Slims Modern Ads – img10399
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20331
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
You've Come A
Long Way, Baby – img0871
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Modern Ads – img10393
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img8556
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
High Fashion – img7703
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img46103
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img8557
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
High Fashion – img7704
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img10405
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img8558
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Light – img11610
The ads in this theme document the decades of deceptive advertisement campaigns for “light” cigarettes. In the 1970s, the tobacco industry began heavily promoting “light” cigarettes as low-tar and low-nicotine alternatives to quitting. However, the FDA has determined that light and ultra-light cigarettes are no safer than regular cigarettes. In fact, internal industry documents reveal that from the very beginning, tobacco companies were well aware that smokers compensated for the low-nicotine draw from light cigarettes by changing their smoking behaviors. A brand of cigarette, for example, might register on the FTC Test Method as containing 12 mg of “tar” and 0.9 mg of nicotine per cigarette, but in actuality, a human smoker of the same brand would be able to receive much more tar and nicotine than the “machine smoker” by smoking the light cigarette in a different manner.
Indeed, since the 1966 release of the ISO machine-smoking method (used by the FTC to determine the tar, nicotine, and carbon monoxide yield of cigarettes), the industry has worked intensively to create a product that would outsmart the testing equipment. For one, the tobacco companies discovered that added perforations on cigarette filters resulted in low tar and nicotine readings from the FTC Test Method, as clean air diluted the smoke “inhaled” by the machine; however, human smokers, unlike the machine smoker, are smoking for the nicotine kick. Often, this desire for nicotine causes human smokers to take longer, bigger, or quicker puffs on light cigarettes, since the cigarette provides “less” nicotine per normal puff. Additionally, smokers of light cigarettes often smoke more cigarettes per day than smokers of regular cigarettes. Sometimes (usually in the case of super light or ultra light cigarettes), smokers instinctively cover the perforations on the filters with their lips or fingers as they draw in, resulting in a very high intake of nicotine and tar from the cigarette (1). Because of these wide variations between human smokers and machine smokers, the FTC Test Method is now widely considered to be misleading for consumers.
The FDA was granted regulatory authority over tobacco products in 2009, and with this change came many new regulations, one of which directly concerns light cigarettes: As of July 2010, the words “mild,” “low,” or “light” are not to be used on tobacco products as they cause consumers to underestimate their health risks. This means that brands previously marketed as “light” or “low-tar” can no longer include these words on their packaging or advertising. Unsurprisingly, tobacco manufacturers have figured out a creative way to escape this regulation. Now, they rely on different colored packages to indicate whether a certain product is light, ultra-light, or full-flavor. The colors vary slightly among brands, but generally adhere to the following standards: red indicates regular; dark green indicates menthol; light green, blue, or gold indicate previously “light” cigarettes; and silver or orange indicate previously “ultra light” cigarettes. Camel, for example, replaced their “Camel Lights” product with “Camel Blue.” Philip Morris stuck with the idea that lighter shades indicate a “lighter” cigarette, and thus Marlboro Lights became Marlboro Gold, and Marlboro Ultra-Lights became Marlboro Silver. Likewise, R.J. Reynolds’ Salem Ultra-Lights became “Salem Silver Box.” The FDA has regulatory authority to demand that tobacco companies discontinue their color branding techniques in the future.
1. Kozlowski, T. and R. J. O’Connor. “Cigarette filter ventilation is a defective design because of misleading taste, bigger puffs, and blocked vents.” Tobacco Control. 2002; 11: i40-i50. http://tobaccocontrol.bmj.com/content/11/suppl_1/i40.full
High Fashion – img7705
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img10376
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img8559
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Light – img11611
The ads in this theme document the decades of deceptive advertisement campaigns for “light” cigarettes. In the 1970s, the tobacco industry began heavily promoting “light” cigarettes as low-tar and low-nicotine alternatives to quitting. However, the FDA has determined that light and ultra-light cigarettes are no safer than regular cigarettes. In fact, internal industry documents reveal that from the very beginning, tobacco companies were well aware that smokers compensated for the low-nicotine draw from light cigarettes by changing their smoking behaviors. A brand of cigarette, for example, might register on the FTC Test Method as containing 12 mg of “tar” and 0.9 mg of nicotine per cigarette, but in actuality, a human smoker of the same brand would be able to receive much more tar and nicotine than the “machine smoker” by smoking the light cigarette in a different manner.
Indeed, since the 1966 release of the ISO machine-smoking method (used by the FTC to determine the tar, nicotine, and carbon monoxide yield of cigarettes), the industry has worked intensively to create a product that would outsmart the testing equipment. For one, the tobacco companies discovered that added perforations on cigarette filters resulted in low tar and nicotine readings from the FTC Test Method, as clean air diluted the smoke “inhaled” by the machine; however, human smokers, unlike the machine smoker, are smoking for the nicotine kick. Often, this desire for nicotine causes human smokers to take longer, bigger, or quicker puffs on light cigarettes, since the cigarette provides “less” nicotine per normal puff. Additionally, smokers of light cigarettes often smoke more cigarettes per day than smokers of regular cigarettes. Sometimes (usually in the case of super light or ultra light cigarettes), smokers instinctively cover the perforations on the filters with their lips or fingers as they draw in, resulting in a very high intake of nicotine and tar from the cigarette (1). Because of these wide variations between human smokers and machine smokers, the FTC Test Method is now widely considered to be misleading for consumers.
The FDA was granted regulatory authority over tobacco products in 2009, and with this change came many new regulations, one of which directly concerns light cigarettes: As of July 2010, the words “mild,” “low,” or “light” are not to be used on tobacco products as they cause consumers to underestimate their health risks. This means that brands previously marketed as “light” or “low-tar” can no longer include these words on their packaging or advertising. Unsurprisingly, tobacco manufacturers have figured out a creative way to escape this regulation. Now, they rely on different colored packages to indicate whether a certain product is light, ultra-light, or full-flavor. The colors vary slightly among brands, but generally adhere to the following standards: red indicates regular; dark green indicates menthol; light green, blue, or gold indicate previously “light” cigarettes; and silver or orange indicate previously “ultra light” cigarettes. Camel, for example, replaced their “Camel Lights” product with “Camel Blue.” Philip Morris stuck with the idea that lighter shades indicate a “lighter” cigarette, and thus Marlboro Lights became Marlboro Gold, and Marlboro Ultra-Lights became Marlboro Silver. Likewise, R.J. Reynolds’ Salem Ultra-Lights became “Salem Silver Box.” The FDA has regulatory authority to demand that tobacco companies discontinue their color branding techniques in the future.
1. Kozlowski, T. and R. J. O’Connor. “Cigarette filter ventilation is a defective design because of misleading taste, bigger puffs, and blocked vents.” Tobacco Control. 2002; 11: i40-i50. http://tobaccocontrol.bmj.com/content/11/suppl_1/i40.full
You've Come A
Long Way, Baby – img0880
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Modern Ads – img10394
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img11499
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Light – img11612
The ads in this theme document the decades of deceptive advertisement campaigns for “light” cigarettes. In the 1970s, the tobacco industry began heavily promoting “light” cigarettes as low-tar and low-nicotine alternatives to quitting. However, the FDA has determined that light and ultra-light cigarettes are no safer than regular cigarettes. In fact, internal industry documents reveal that from the very beginning, tobacco companies were well aware that smokers compensated for the low-nicotine draw from light cigarettes by changing their smoking behaviors. A brand of cigarette, for example, might register on the FTC Test Method as containing 12 mg of “tar” and 0.9 mg of nicotine per cigarette, but in actuality, a human smoker of the same brand would be able to receive much more tar and nicotine than the “machine smoker” by smoking the light cigarette in a different manner.
Indeed, since the 1966 release of the ISO machine-smoking method (used by the FTC to determine the tar, nicotine, and carbon monoxide yield of cigarettes), the industry has worked intensively to create a product that would outsmart the testing equipment. For one, the tobacco companies discovered that added perforations on cigarette filters resulted in low tar and nicotine readings from the FTC Test Method, as clean air diluted the smoke “inhaled” by the machine; however, human smokers, unlike the machine smoker, are smoking for the nicotine kick. Often, this desire for nicotine causes human smokers to take longer, bigger, or quicker puffs on light cigarettes, since the cigarette provides “less” nicotine per normal puff. Additionally, smokers of light cigarettes often smoke more cigarettes per day than smokers of regular cigarettes. Sometimes (usually in the case of super light or ultra light cigarettes), smokers instinctively cover the perforations on the filters with their lips or fingers as they draw in, resulting in a very high intake of nicotine and tar from the cigarette (1). Because of these wide variations between human smokers and machine smokers, the FTC Test Method is now widely considered to be misleading for consumers.
The FDA was granted regulatory authority over tobacco products in 2009, and with this change came many new regulations, one of which directly concerns light cigarettes: As of July 2010, the words “mild,” “low,” or “light” are not to be used on tobacco products as they cause consumers to underestimate their health risks. This means that brands previously marketed as “light” or “low-tar” can no longer include these words on their packaging or advertising. Unsurprisingly, tobacco manufacturers have figured out a creative way to escape this regulation. Now, they rely on different colored packages to indicate whether a certain product is light, ultra-light, or full-flavor. The colors vary slightly among brands, but generally adhere to the following standards: red indicates regular; dark green indicates menthol; light green, blue, or gold indicate previously “light” cigarettes; and silver or orange indicate previously “ultra light” cigarettes. Camel, for example, replaced their “Camel Lights” product with “Camel Blue.” Philip Morris stuck with the idea that lighter shades indicate a “lighter” cigarette, and thus Marlboro Lights became Marlboro Gold, and Marlboro Ultra-Lights became Marlboro Silver. Likewise, R.J. Reynolds’ Salem Ultra-Lights became “Salem Silver Box.” The FDA has regulatory authority to demand that tobacco companies discontinue their color branding techniques in the future.
1. Kozlowski, T. and R. J. O’Connor. “Cigarette filter ventilation is a defective design because of misleading taste, bigger puffs, and blocked vents.” Tobacco Control. 2002; 11: i40-i50. http://tobaccocontrol.bmj.com/content/11/suppl_1/i40.full
Virginia Slims Modern Ads – img19796
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Other Brands – img11207
Virginia Slims Black – img11500
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
Light – img11613
The ads in this theme document the decades of deceptive advertisement campaigns for “light” cigarettes. In the 1970s, the tobacco industry began heavily promoting “light” cigarettes as low-tar and low-nicotine alternatives to quitting. However, the FDA has determined that light and ultra-light cigarettes are no safer than regular cigarettes. In fact, internal industry documents reveal that from the very beginning, tobacco companies were well aware that smokers compensated for the low-nicotine draw from light cigarettes by changing their smoking behaviors. A brand of cigarette, for example, might register on the FTC Test Method as containing 12 mg of “tar” and 0.9 mg of nicotine per cigarette, but in actuality, a human smoker of the same brand would be able to receive much more tar and nicotine than the “machine smoker” by smoking the light cigarette in a different manner.
Indeed, since the 1966 release of the ISO machine-smoking method (used by the FTC to determine the tar, nicotine, and carbon monoxide yield of cigarettes), the industry has worked intensively to create a product that would outsmart the testing equipment. For one, the tobacco companies discovered that added perforations on cigarette filters resulted in low tar and nicotine readings from the FTC Test Method, as clean air diluted the smoke “inhaled” by the machine; however, human smokers, unlike the machine smoker, are smoking for the nicotine kick. Often, this desire for nicotine causes human smokers to take longer, bigger, or quicker puffs on light cigarettes, since the cigarette provides “less” nicotine per normal puff. Additionally, smokers of light cigarettes often smoke more cigarettes per day than smokers of regular cigarettes. Sometimes (usually in the case of super light or ultra light cigarettes), smokers instinctively cover the perforations on the filters with their lips or fingers as they draw in, resulting in a very high intake of nicotine and tar from the cigarette (1). Because of these wide variations between human smokers and machine smokers, the FTC Test Method is now widely considered to be misleading for consumers.
The FDA was granted regulatory authority over tobacco products in 2009, and with this change came many new regulations, one of which directly concerns light cigarettes: As of July 2010, the words “mild,” “low,” or “light” are not to be used on tobacco products as they cause consumers to underestimate their health risks. This means that brands previously marketed as “light” or “low-tar” can no longer include these words on their packaging or advertising. Unsurprisingly, tobacco manufacturers have figured out a creative way to escape this regulation. Now, they rely on different colored packages to indicate whether a certain product is light, ultra-light, or full-flavor. The colors vary slightly among brands, but generally adhere to the following standards: red indicates regular; dark green indicates menthol; light green, blue, or gold indicate previously “light” cigarettes; and silver or orange indicate previously “ultra light” cigarettes. Camel, for example, replaced their “Camel Lights” product with “Camel Blue.” Philip Morris stuck with the idea that lighter shades indicate a “lighter” cigarette, and thus Marlboro Lights became Marlboro Gold, and Marlboro Ultra-Lights became Marlboro Silver. Likewise, R.J. Reynolds’ Salem Ultra-Lights became “Salem Silver Box.” The FDA has regulatory authority to demand that tobacco companies discontinue their color branding techniques in the future.
1. Kozlowski, T. and R. J. O’Connor. “Cigarette filter ventilation is a defective design because of misleading taste, bigger puffs, and blocked vents.” Tobacco Control. 2002; 11: i40-i50. http://tobaccocontrol.bmj.com/content/11/suppl_1/i40.full
High Fashion – img7710
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img42980
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img11501
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
High Fashion – img7711
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img10371
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20332
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
High Fashion – img7712
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img10372
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20333
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
High Fashion – img7713
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
Virginia Slims Modern Ads – img45477
Virginia Slims is a cigarette brand developed by Philip Morris in 1968 and marketed exclusively to women. Its early advertising campaigns exploited civil rights movements of the ‘60s with the slogan, “You’ve come a long way, baby,” a slogan which has lasted into modern times. The brand’s advertising methods continue to present Virginia Slims as the choice for strong, independent, liberated women. The 1990s slogan “It’s a woman thing” and the slogan of the 2000s, “Find Your Voice,” both signify that empowerment and feminism remain key leveraging mechanisms for the brand. An ad from 1995, for example, features a man wearing an apron and preparing a meal in the kitchen as a woman hugs him, cigarette in hand; the text reads, “Equality comes with no apron strings attached.” Often, these ads distract from the position of power Big Tobacco itself holds over both sexes, by pitting women against society instead of against the tobacco industry.
Additionally, marketing for Virginia Slims harnesses the power of fashion. Many print advertisements portray women in fashion-forward outfits and make references to fashion: “I’m a skyhigh pair of platforms in a closet full of flats,” an ad from 2001 boasts. The cigarettes themselves are longer and narrower than average cigarettes, reflected by the name “Slims.” This adoption of the word “slim” and indeed, sometimes even “superslim,” is a clear reference to a woman’s figure. A slim, slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry. The Virginia Slims brand portrays a subliminal, indirect message that Virginia Slims cigarettes will result in its smokers obtaining or maintaining a slim figure.
Virginia Slims Black – img20334
In targeting black women, tobacco companies often portray an image of a strong, independent black woman. Increasingly, in the 1960s and 1970s, models wearing “naturals” or Afros began popping up in ads for Newport, L&M, Kent, Kool, and many more. A Kent ad from 1968 features a glamorous black woman wearing an Afro and luxurious jewelry next to the slogan, “Kent smokes… and that’s where it’s at.” Recent Salem ads from the 2000s feature the slogan, “Stir the senses,” and each ad depicts a sexy black woman smoking in green, mentholated ecstasy. A Camel ad from 2001 portrays a beautiful black woman singing in a nightclub in the “diva” tradition of Whitney Houston and Beyoncé Knowles. A Virginia Slims campaign from roughly the same time used the slogan “Find Your Voice” coupled with images of strong African women. For example, an ad from the campaign in 2000 features a woman in traditional clothing, balancing bolts of fabric on her head. The text beside her, half in Swahili, reads,”Kila mtu ana uzuri wake – No single institution owns the copyright for BEAUTY.” In this way, Virginia Slims portrays an image of accepting diverse standards of beauty.
High Fashion – img7714
Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a “Green Ball” at New York City’s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies’ addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream ‘80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.
