Women in Sports – img7317

Targeting Women

Women in Sports

1945

True

P. Lorillard

Advertisement

Cigarette

In this advertisement, a woman takes a cigarette break at the net before hitting the court to play tennis. True undoubtedly features an athletic woman to advertise its cigarettes in order to relate healthy habits with smoking, as the woman expresses concern about the health risk associated with smoking: “Considering all I’d heard, I decided to either quit or smoke True. I smoke True,” she says. The ad targets current smokers who are considering quitting due to health concerns, urging them to switch to True because it is a “low tar, low nicotine cigarette.” True falsifies the claim that lower tar and less nicotine make a safer cigarette.

Athletes, Female, Low Tar, Sports, Tennis