On the beach and at Casinos- on Fifth Avenue and in their homes- connoisseurs of cigarettes agree. That is why the delightful Marlboro blend so mild yet so rich wins instant favor and discriminating smokers everywhere.
This is an example of one of the first Marlboro ads, which marketed Marlboro cigarettes as being “Mild as May” to attract a female audience. This advertisement takes the next step by actually illustrating a fashionable woman smoking elegantly on the beach under a parasol. The text explains that “connoisseurs of cigarettes” everywhere, from the beach, to Casinos, to Fifth Avenue to inside their homes, enjoy Marlboros. In this way, the ad is able to place women smoking in all of these venues, without actually illustrating them smoking in such blatantly public places. Marlboro, the brand associated today with the rugged manliness of the “Marlboro Man” cowboy of later decades, was actually introduced to the market in 1927 as a woman’s cigarette. It wasn’t until 1954, after the war, that Marlboro underwent a sex change to compete with the three other top cigarette manufacturers.
Beach, Female, Luxury, Mild, Weight
