Chapter 24 Women and smoking

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Women and smoking: Historical

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From 1967 to 1975, billions of dollars of sales accumulated for Virginia Slims, Silva,

and Eve. These were all new brands, which went from nothing in 1967 to $16 billion in

1976 sales. "...from 1967, coinciding with the new ad campaigns targeting young

girls, the girls 11 to 17 years old showed a sudden, large rise. The jump was 110

percent in 12-year-olds; 75 percent among 15-year-olds; 55 percent among

16-year-olds; and 35 percent among 17-year-olds. Those over age 17 showed no

increase, but instead the steady decline continued. So the ad blitz targeting girls

either was fantastically successful, if the companies were aiming at girls 17 and

under, or the campaign was a complete disaster, missing altogether the company's

stated target of young adults over 21."

Smokescreen, p. 69

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One of the early Virginia Slims models was Cheryl Tiegs, who went on to become a

well-known fashion model. In 1989, an American advertising account executive for a

leading brand said, "We try to tap the emerging independence and self-fulfillment of

women, to make smoking a badge to express that. The irony today, however, is that

the women who are the most emancipated in terms of education and career are those

least likely to smoke."

Quote from Smoke and Mirrors, p. 177

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In the early 1900's, smoking by female school teachers was considered grounds for

dismissal. In 1910, Alice Roosevelt Longworth, President Roosevelt's daughter, was

scolded for smoking in the White House and retorted she would smoke on the roof.

She would later appear in an advertisement for Lucky Strikes. The first images of

women in cigarette ads appeared in 1919. First Lady Eleanor Roosevelt smoked in

public in the 1930's.

NY State Journal of Medicine, July 1985, p. 335

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Thursday, July 06, 2000

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