Women’s Liberation. Really?
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.
“You’ve come a long way, baby!”
No cigarette brand aligned itself more with women’s liberation than Philip Morris’ Virginia Slims, which debuted in 1968. The brand’s initial advertising campaigns alluded to the women’s suffrage movement of the early 20th century by contrasting the perceptions of men’s and women’s smoking habits. By the late-1970s, the brand was associated itself with fashion and wealth. At the start of the 21st century, Virginia Slims advertisements featured coyly grinning women and New Age slogans. Some advertisements did not include a cigarette or a depiction of smoking–just an image, a slogan…and the Surgeon General’s warning.
“’Peaches’ Carter”
Magazine advertisement by Philip Morris Inc. for Virginia Slims cigarettes
1974
“In 1915, Mrs. Cheryl Van Eaton cleverly hid her cigarettes in a hollow duck decoy…”
Advertisement by Philip Morris inc. for Virginia Slims cigarettes
Home Ideas
1975
“A low tar slim cigarette all your own.”
Advertisement by Philip Morris for Virginia Slims Lights cigarettes
The New York Times Magazine
January 27, 1980
“BACK IN 1903 TWIN REVERS HAD 2 EXERCISE CLASSES: HIM AND HERS”
Advertisement by Philip Morris Inc. for Virginia Slims cigarettes
The National Enquirer
April 12, 1983
“Back then, a woman always got equal pay for equal work.”
Advertisement by Philip Morris Inc. for Virginia Slims cigarettes
The Los Angeles Times Home Magazine
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 by Philip Morris inc. for Virginia Slims cigarettes
People Extra
1989
“Big girls don’t cry. They go shopping.”
Advertisement by Philip Morris Inc. for Virginia Slims Menthol cigarettes
EBONY Magazine
November 1991
“Introducing the Virginia Slims tennis, golf, visit Aunt Martha, stroll-in-the-park sweater.”
Advertisement by Philip Morris, Inc.
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”
“Dance around naked with a rose between your teeth if you want…”
Advertisement by Philip Morris Inc. for Virginia Slims cigarettes
LIFE Magazine
1999
“Find your voice”
Advertisement by Philip Morris Inc. for Virginia Slims cigarettes
Nylon
November 2000
“I have a greater interest in shaping the world”
Advertisement by Philip Morris Inc. for Virginia Slims cigarettes
Nylon
Circa 2000
“Sometimes not even spinach between my teeth can keep me from Laughing”
Advertisement by Philip Morris Inc. for Virginia Slims cigarettes
Nylon
November 2000
“Wear a Max today.” (8 pages)
Advertisement by P. Lorillard Tobacco Company for Max 120s cigarettes
Peuple Weekly Magazine with
“There’s a little Eve in every woman.”
Magazine advertisement by Liggett & Myers Tobacco Company for Eve cigarettes
1975
“There’s a little Eve in every woman.”
Magazine advertisement by Liggett & Myers Tobacco Company for Eve cigarettes
1975
“There’s a little Eve in every woman.”
Magazine advertisement by Liggett & Myers Tobacco Company for Eve cigarettes
1975
“There’s a little Eve in every woman.”
Magazine advertisement by Liggett & Myers Tobacco Company for Eve cigarettes
1975
“There’s a little Eve in every woman.”
Magazine advertisement by Liggett & Myers Tobacco Company for Eve cigarettes
1975
“Us Tareyton smokers would rather fight than switch!”
Magazine advertisement by the American Tobacco Company
July 1975
“Us Tareyton smokers would rather fight than switch!”
Magazine advertisement by the American Tobacco Company
1973
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 by R.J. Reynolds Tobacco Company for Winston Super King cigarettes
1974
“I smoke for only one reason.”
Magazine advertisement by R.J. Reynolds Tobacco Company for Winston Super King cigarettes
1974
“I didn’t always smoke Winston Super King.”
Magazine advertisement by R.J. Reynolds Tobacco Company
1974
“‘I’m a damn good waitress. If you want an actress, go see a movie.’–Winston straight up”
Advertisement by R.J. Reynolds Tobacco Company for Winston cigarettes
The Houston Press (weekly)
November 5, 1997
“‘My buns might not be steel, but my butt’s all tobacco’–No BULL”
Advertisement by R.J. Reynolds Tobacco Company for Winston cigarettes
The National Enquirer
May 5, 1999
“FIRE UP A REAL ONE NO BULL”
Advertisement by R.J. Reynolds Tobacco Company for Winston cigarettes
New City (Chicago weekly)
August 10, 2000
“LEAVE THE BULL BEHIND — ‘Hostile Takeover'”
Advertisement by R.J. Reynolds Tobacco Company for Winston cigarettes
Creative Loafing (Atlanta weekly)
April 30, 2003
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 by Brown & Williamson Tobacco Company
VOGUE Magazine
February 1976
“‘Max, you’ve got taste.'”
Advertisement by Lorillard, USA for Max cigarettes
VOGUE Magazine
February 1976
“WAIT ‘TIL I FINISH MY SARATOGA”
Advertisement by Philip Morris, Inc. for Saratoga 120s cigarettes
VOGUE Magazine
February 1976
“I smoke for only one reason.”
Advertisement by R.J. Reynolds Tobacco Company for Winston cigarettes
VOGUE Magazine
February 1976
“Introducing the Virginia Slims tennis, golf, visit Aunt Martha, stroll-in-the-park sweater”
Advertisement by Philip Morris, USA
VOGUE Magazine
1975
“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
Unknown date
“Forty years ago Ms. was launched”
Cover of New York Magazine
November 7, 2011
Ms. “The Beauty of HEALTH” / “Now is lowest.” (5 pages)
Advertisement by R.J. Reynolds Tobacco Company for Now cigarettes on the back cover of the annual health issue of Ms. Magazine
May 1986
Other cigarette advertisements in this issue include those for R.J. Reynolds’ Salem Slim Lights (“You’ve got what it takes. Salem Spirit”) and Vantage 100s (“PERFORMANCE COUNTS. THE THRILL OF REAL CIGARETTE TASTE IN A LOW TAR”), and American Tobacco Company’s Carlton (“If you smoke, please try Carlton”).
“A year after publication of Ms.’s issue on “The Beauty of Health” in May 1986, which contained four pages of cigarette advertising and no mention of cigarette smoking, the Connecticut Tumor Registry reported that lung cancer had surpassed breast cancer as the leading cause of cancer deaths in women. Over the past two decades, the incidence of lung cancer has declined in men but has risen in women.”
“If your soft pack always gets bashed in your bag, try our new hard pack.”
Magazine advertisement by Philip Morris, Inc. for Benson & Hedges 100s cigarettes
1975
“Oh, the disadvantages of our long cigarette.”
Magazine advertisement by Philip Morris, Inc. for Benson & Hedges 100s cigarettes
1976
“This is…the L&M moment.”
Magazine advertisement by the Liggett & Myers Tobacco Company
1970
“Pall Mall…A Step Ahead”
Magazine advertisement by the American Tobacco Company
1984
“Tell someone you like about Lark’s Gas-Trap Filter.”
Magazine advertisement by Philip Morris, Inc.
1968
“…She’s not about to smoke a boring cigarette.”
Magazine advertisement by the Brown & Williamson Tobacco Company for Viceroy cigarettes
1974
“…The right length. The right feel…”
Magazine advertisement by Brown & Williamson Tobacco Company for Viceroy cigarettes
1971
“THE TASTE OF SUCCESS.”
Magazine advertisement by the R.J. Reynolds Tobacco Company for Vantage Ultra Lights 100s cigarettes
1984
“Should a gentleman offer a Tiparillo to a jockey?”
Advertisement by the General Cigar Company
Playboy Magazine
Circa 1970
“Blow in her face and she’ll follow you anywhere.”
Advertisement by the General Cigar Company for Tipalet little cigars
Playboy Magazine
1971
“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 fragrances Chanel No. 5 and Bond No. 9–in a “purse pack” not unlike a gift box of perfume.
“Bond No. 9”
Advertisement by Bryant Park’s Bond No. 9 perfume
The New York Times Magazine
February 4, 2007
“CAMEL No. 9–light and luscious”
Advertisement by R.J. Reynolds Tobacco Company
Cosmopolitan Magazine
2007
No. 9″
Bar coaster advertising R.J. Reynolds Tobacco Company’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 weekly)
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”
Advertising column 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”
First part of an article by Steven Winn
The San Francisco Chronicle
2006
“CAMEL PLEASUE TO BURN”
Advertisement by R.J. Reynolds Tobacco Company
Nylon
1998
Sexist symbol?
