Theme:
Targeting Women
Collection:
Couples in Love
Published:
1957
Brand:
Viceroy
Manufacturer:
Brown & Williamson Tobacco Corporation
Format:
Advertisement
Tobacco Type:
Cigarette
Quote:
to Togetherness
Comments:
McCall’s magazine, which used to be targeted to women only, became a magazine for the whole family in 1954, utilizing the slogan, “Togetherness.” This advertisement for Viceroy claims to be “inspired by McCall’s of course,” and toasts “Togetherness” with a woman striking a match for a man. Though only the man is smoking in this advertisement, it is implied by the slogan that both parties smoke, and that it is in the best interest of the family. McCall’s “Togetherness” approach was largely aimed at family living and at making decisions for the whole family; here, Viceroy latches on to this idea by making its cigarette seem like the family cigarette.
Keywords:
couple, Fashion, Female, Male, man, romance, woman, young adult
