Theme:
Targeting Women
Collection:
Women in Sports
Published:
1964
Brand:
Viceroy
Manufacturer:
Brown & Williamson Tobacco Corporation
Format:
Advertisement
Tobacco Type:
Cigarette
Comments:
In this ad, a woman lights a man’s cigarette. The man is dressed in ski gear, his poles and skis resting on his shoulder and his goggles pushed up on his forehead. The woman, however, has no signs of ski gear. It looks as if the man just skied down the course and into his girlfriend’s arms, where she was waiting for him with a Viceroy and a warm lighter. While the man is covered in powdery the snow, the woman is almost snow-free. It seems that whatever snow she does have on her coat might have come from hugging her boyfriend. She represents cleanliness and warmth, and she’s the one presenting him with a Viceroy. This subliminal message is key in Viceroy’s marketing strategy for this advertisement.
