Women’s Liberation
While cigarette advertising from the late-1920s through the 1950s emphasized images of actresses, ladies of high society, and women gazing longingly into the eyes of men, advertisements from the the 1960s onward reflected the era of women’s liberation and featured independent, confident, take-charge, career-minded women.
“If your soft pack always gets bashed in your bag, try our new hard pack.”
Magazine advertisement for Philip Morris’s Benson & Hedges 100s cigarettes
1975
“Oh, the disadvantages of our long cigarettes.”
Magazine advertisement for Philip Morris’s Benson & Hedges 100s cigarettes
1976
“Do you think that it would be better to stop publishing!?”
In 1986, feminist icon and founding publisher of Ms. Magazine Gloria Steinem caught heat for the magazine’s dependence on cigarette advertising revenue, even as the prevalence of lung cancer in women soared. During a testy exchange with a caller on a radio show who challenged Steinem on taking cigarette money, she retorted, “Do you think that it would be better to stop publishing!?” With a handful of exceptions, such as Good Housekeeping, magazines directed at women courted tobacco companies for more cigarette ads. In 1989, Grace Mirabella, former editor-in-chief of VOGUE Magazine and wife of famed lung cancer surgeon William Cahan of Memorial-Sloan Kettering Cancer Center, started a new magazine, Mirabella. Shortly after the magazine appeared, she announced that it would not longer accept cigarette advertising.
“Do you think that it would be better to stop publishing?”
Transcript by Alan Blum, MD of his recording of a radio program on WNYC, New York
1986
“Activists query Steinem on use of smoking ads”
Article by John Gannon of Americans For Nonsmokers Rights
Unknown publication
“Forty years ago Ms. was launched”
Cover of New York Magazine
November 7, 2011
“Don’t Fall for Hot Pink Camels”
To spur sales of its fast-growing Camel brand among women, RJ Reynolds Tobacco Company introduced Camel No. 9–a name that evoked the fragrance Chanel No. 5–in a “purse pack” not unlike a gift box of perfume.
Bond No.9
Advertisement for Bryant Park’s Bond No. 9
The New York Times Magazine
February 4, 2007.
“Camel No. 9–light and luscious”
Advertisement for R.J. Reynolds Tobacco Co.’s Camel No. 9 cigarettes
Cosmopolitan Magazine
2007
No. 9
Bar coaster advertising R.J. Reynolds Tobacco Co.’s Camel No. 9 cigarettes
2006
“No. 9 presents Ladytron”
Advertisement by R.J. Reynolds Tobacco Company for a concert sponsored by Camel No.9 cigarettes
The Village Voice (New York)
February 2007
“No. 9 Presents Ladytron, Brazilian Girls, Steve Aoki”
Advertisement by R.J. Reynolds Tobacco Company for a concert sponsored by Camel No.9 cigarettes
Creative Loafing (Atlanta)
February 2007
Camel No. 9, Women, and Smoking
Alan Blum, MD, discusses the introduction of RJ Reynolds Tobacco Company’s Camel No. 9 cigarettes
September 29, 2017
“A New Camel Brand Is Dressed To The Nines”
Article by Stuart Elliott
The New York Times
February 15, 2007
“Don’t Fall For Hot Pink Camels”
Editorial
The New York Times
February 19, 2007.
“Old cigarette ads seem so quaint, but things haven’t really changed all that much”
Article by Steven Winn in The San Francisco Chronicle
2006
“Pleasure to Burn”
Advertisement for R.J. Reynolds Tobacco Co.’s Camel cigarettes
Nylon
1998
“There’s a little Eve in every woman.”
Magazine advertisement for Liggett & Myers Tobacco Company’s Co.’s Eve cigarettes
1975
“There’s a little Eve in every woman.”
Magazine advertisement for R.J. Reynolds Tobacco Co.’s Eve cigarettes
1976
“There’s a little Eve in every woman.”
Magazine advertisement for R.J. Reynolds Tobacco Co.’s Eve cigarettes
1976
“There’s a little Eve in every woman.”
Magazine advertisement for R.J. Reynolds Tobacco Co.’s Eve cigarettes
1975
“There’s a little Eve in every woman.”
Magazine advertisement for R.J. Reynolds Tobacco Co.’s Eve cigarettes
1976
The February 1976 issue of Vogue magazine is an example of the torrent of cigarette advertising targeted at women by the mid-1970s. Brands of all of the major cigarette makers are represented–Philip Morris, R.J. Reynolds, Lorillard, American Tobacco, Brown and Williamson, and Liggett and Myers.
VOGUE Magazine
Cover
February 1976
“The Kool Lucky Lady Sweepstakes”
Advertisement for Brown & Williamson Tobacco Co.’s Kool cigarettes
VOGUE Magazine
February 1976
“‘Max, you’ve got taste.'”
Advertisement for Lorillard Tobacco Company’s Max cigarettes
VOGUE Magazine
February 1976
“Enjoy smoking longer without smoking more”
Advertisement for Philip Morris’s Saratoga 120s cigarettes
VOGUE Magazine
February 1976
“I smoke for only one reason.”
Advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
VOGUE Magazine
February 1976
“Introducing the Virginia Slims tennis, golf, visit Aunt Martha, stroll-in-the-park sweater”
Advertisement for Philip Morris’s Virginia Slims cigarettes
VOGUE Magazine
1975
“This is…the L&M moment”
Magazine advertisement for Liggett & Myers Tobacco Company’s L&M cigarettes
1970
“Pall Mall…A Step Ahead”
Magazine advertisement for American Tobacco Company’s Pall Mall cigarettes
1984
“Tell someone you like about Lark’s Gas-Trap Filter.”
Magazine advertisement for Liggett & Meyers Tobacco Company’s Lark cigarettes
1968
“Us Tareyton smokers would rather fight than switch!”
Advertisement for the American Tobacco Co.’s Tareyton cigarettes
July 1975
“Us Tareyton smokers would rather fight than switch!”
Advertisement for the American Tobacco Co.’s Tareyton cigarettes
1973
“The Taste Of Success”
Advertisement for R.J. Reynolds Tobacco Co.’s Vantage cigarettes
1984
“Should a gentleman offer a Tiparillo to a jockey?”
Advertisement for General Cigar Company’s Tiparillo cigars
Playboy Magazine
Circa 1970
“Blow in her face and she’ll follow you anywhere.”
Advertisement for Muriel’s Tipalet cigars
Playboy Magazine
1971
“…She’s not about to smoke a boring cigarette.”
Magazine advertisement for Brown & Williamson Tobacco Company’s Viceroy cigarettes
1974
“…The right length. The right feel…”
Magazine advertisement for Brown & Williamson Tobacco Company’s Viceroy cigarettes
1971
“You’ve come a long way, baby!”
No other cigarette brand aligned itself more with women’s liberation than Philip Morris’ Virginia Slims, which debuted in 1968. Virginia Slims cigarettes would be the new little white torches held by the young women activists of the 1970s. The brand’s initial ad campaigns harkened to the suffrage movement of the early 20th century by depicting inequality in social perceptions of men and women’s smoking habits. By the late-1970s, the brand would begin to associate itself with glamor, fashion, and wealth. At the start of the 21st century, Virginia Slims ads featured coyly grinning women and New Age slogans. Some advertisementss did not include a cigarette or a depiction of smoking–just an image, a slogan, and a Surgeon General’s warning.
“’Peaches’ Carter”
Magazine advertisement for Philip Morris’s Virginia Slims cigarettes
1974
“In 1915, Mrs. Cheryl Van Eaton cleverly hid her cigarettes in a hollow duck decoy…”
Advertisement for Philip Morris’s Virginia Slims cigarettes
Home Ideas
1975
“A low tar slim cigarette all your own.”
Advertisement for Philip Morris’s Virginia Slims cigarettes
The New York Times
January 27, 1980
“Back in 1903 Twin Rivers had 2 exercise classes: Him and Hers”
Advertisement for Philip Morris ‘s Virginia Slims cigarettes
The National Enquirer
April 12, 1983
“Back then, a woman always got equal pay for equal work. You’ve come a long way, baby.”
Advertisement for Philip Morris’s Virginia Slims cigarettes
The Los Angeles Times Home
November 11, 1984
“In 1904, Mrs. George Hubbard found a clever way to sneak a cigarette while her husband still got the attention he demanded. You’ve come a long way, baby”
Advertisement for Philip Morris’s Virginia Slims cigarettes
People Extra
1989
“Big girls don’t cry. They go shopping.”
Advertisement for Philip Morris Inc.’s Virginia Slims Menthol cigarettes
EBONY Magazine
November 1991
“Dance around naked with a rose between your teeth if you want…”
Advertisement for Philip Morris’s Virginia Slims cigarettes
LIFE Magazine
1999
“Find your voice”
Advertisement for Philip Morris’s Virginia Slims cigarettes
Nylon
November 2000
“I have a greater interest in shaping the world”
Advertisement for Philip Morris’s Virginia Slims cigarettes
Nylon
Circa 2000
“Sometimes not even spinach between my teeth can keep me from Laughing”
Advertisement for Philip Morris’s Virginia Slims cigarettes
Nylon
November 2000.
“Introducing the Virginia Slims tennis, golf, visit Aunt Martha, stroll-in-the-park sweater.”
Advertisement for Philip Morris’ Virginia Slims cigarettes
Better Homes and Gardens
1975
Formed in 1970 by nine professional women’s tennis players and funded by Philip Morris, the Virginia Slims Tennis Circuit was a response to the underpayment of women athletes. Televised matches of the Slims Circuit featured ubiquitous courtside Virginia Slims logos, thus circumventing the ban on TV cigarette advertising.
Visit the Exhibition “‘Fault!’ Tennis, Tobacco, and Virginia Slims”
Winston was positioned as the cigarette for women who did not need to be reminded of their independence. They had earned it. Winston advertisements featured assertive, no-nonsense, less feminine women.
“If it wasn’t for Winston, I wouldn’t smoke.”
Magazine advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
1974
“I smoke for only one reason.”
Magazine advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
1974
“I didn’t always smoke Winston Super King.”
Magazine advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
1974
“‘I’m a damn good waitress. If you want an actress see a movie.’–Winston Straight Up”
Advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
The Houston Press (weekly)
November 5, 1997.
“‘My buns might not be steel, but my butt’s all tobacco’–No Bull”
Advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
The National Enquirer
May 5, 1999
“Fire Up A Real One”
Advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
New City (Chicago weekly) plus portion of Marlboro entertainment calendar in same issue
August 10, 2000.
“Hostile Takeover – Leave the Bull Behind”
Advertisement for R.J. Reynolds Tobacco Co.’s Winston cigarettes
Creative Loafing (Atlanta weekly)
April 30, 2003