Theme:
Targeting Women
Collection:
Women in Sports
Published:
1997
Brand:
Newport
Manufacturer:
P. Lorillard
Format:
Advertisement
Tobacco Type:
Cigarette
Comments:
This ad features a couple snowmobiling. Though the couple is participating in a modern, X-Treme sport, they maintain traditional roles; the man steers the vehicle and the woman sits behind him and hangs on to his shoulders. Additionally, the woman wears pink goggles and the man wears blue, fitting within convention. By conforming to the established roles of men and women in couples, Newport expresses the intimacy between these two risk-takers, and emphasizes their slogan, “Alive with pleasure!” The ad targets young, adventurous people who are looking to take risks and have fun with the opposite sex.
