Theme:
Targeting Women
Collection:
Women's Liberation
Published:
1999
Brand:
Virginia Slims
Manufacturer:
Philip Morris
Format:
Advertisement
Tobacco Type:
Cigarette
Quote:
This is what we call redecorating.
Comments:
This ad by Virginia Slims, a cigarette marketed exclusively to women, features a beautiful woman tearing up a picture of her ex-boyfriend. Her large hoop earrings and thin eyebrows provide her with femininity, while her emotional strength shines through in her expressions. The minimal copy text reads, “This is what we call redecorating,” making a girly task (redecorating) edgier, by relating it to rising up against men. The juxtaposition of power with femininity is a marketing ploy which tobacco companies exploit decade after decade.
Keywords:
couple, dating, empowerment, Female, humor, liberation, Male, man, woman, young adult
