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We found that in the early 1950s, tobacco companies often used health as a reason to buy their cigarettes. However, once information that cigarettes may be bad for you became known and the FTC implemented new regulations on cigarette and tobacco advertisements in 1954, this changed. Tobacco companies had to find a new way to target their audience, and so they created ads that would sell their cigarettes in gender specific ways.
We found that many of the leading cigarette companies turned to targeting different genders with different advertisements in order to promote their products in different magazines. Cigarette companies paid close attention to the demographic of the readers of each magazine. They were able to target the particular readers of a magazine, and place feminine or masculine ads where they thought it would attract attention and resonate with the reader.
According to “Dress and the Female Gender Role in Magazine Advertisements,” historically, “advertisers have portrayed women as dependent on men, as incapable of participating in important activities or decisions, and as assuming a very limited array of traditional work and non-work roles.” Women’s roles and behaviors in magazine advertisements were restricted to be highly recreational, familial, or decorative in nature. The dress of the women, their comments, and the settings of the ads were all engineered to create the more “docile” female image that was popular at the time.
We also found that in many of the gender-neutral magazines, such as Life and Family Circle, cigarette advertisers would purposely try to create a gender neutral advertisement, not targeting either side specifically. However, these ads also tended to depict the traditional role of the hard-working husband and the stay-at-home wife. In addition, we found that cigarette companies loved to use celebrities to be in their print advertisements. The celebrities were used to suggest to people that they could be like the celebrities if they only smoked the cigarette being advertised.
As usual, “the science” shares parallels with history and today: push a product to the market to make lots of money, and say that “doctors and scientists agree it’s safe and healthy”. And naturally those doctors and scientists are paid off to say that and make studies setup in a way to make it true. Meanwhile, the FDA looks the other way…
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