This website uses cookies to ensure you have the best experience. Learn more

Virginia Slims: Capitalizing On The Essence Of Women In A New Era Of Equality

1908 words - 8 pages

Virginia Slims: Capitalizing on the Essence of Women in a New Era of Equality
Taking into consideration the versatility of a woman’s individuality, their need to gain their independence and feel empowered, and equating their struggles and triumphs during a new era of equality, the Phillip Morris Company launched one of the most successful cigarette campaigns in history geared towards the feminist movement that spanned over a 30 year period. This ingenious campaign not managed to interpret feminism into something to sell, but it paved the way for inverted feminine ideology while female consumer simultaneously became enslaved by the very tobacco company that sought to empower them.
...view middle of the document...

Utilizing a then and now approach, Virginia Slims adverts penetrated television, radio waves, and magazines, linking the drudgery and oppression that women in the past had endured with the contrasting emerging freedom and glamour of the modern woman of today. “At 11:59 p.m. on New Year’s Day, 1971 the last commercial advertisement for cigarettes aired on television. It was a 60 second spot for Virginia Slims, run on the Tonight Show, and it spared not even a second.” Beginning with a depiction of a women dressed in 1920’s garb, a male voice could be heard describing how a woman had no rights. As the commercial progresses and the woman begins to strip away the layers of clothes that bound her, a new woman (Veronica Hamel) emerges. Shaking her hair loose and putting on mascara, she emerges as the glamourous woman of today. A woman’s voice can be heard describing the new slim filter cigarette tailored for a feminine hand. It closes with the jingle: “You’ve come a long way, baby. To get where you got to today. You got your own cigarette now, baby. You’ve come a long, long, way.” By eliminating the male voice and replacing it with the female voice, it not only sent a subliminal message that was this a gender specific cigarette, but that the “New Woman” – independent, empowered to make her own choices yet submissive to no one, was beginning to take shape in this era of equality. “At precisely 12:00 a.m. on Jan. 2, the Public Health Cigarette Smoking Act went into effect.”
Although cigarette ads would forever be banned in the U.S. on TV and across the radio waves from this day forward, it did not halt the “smashing success” of this product, as Virginia Slims splashed their way across billboards and the pages of the most influential magazines nationwide. It was clear at this point, that Phillip Morris indeed had a winner.
Throughout the 60’s and well into the early 90’s, Phillip Morris embraced the language of
feminism with ads that helped women feel liberated. The following is a series of ads featured during
this time period.

Virginia Slims, 1969.

Similar to the television ads that premiered in 1968, this ad features two well-defined sections. The upper third in black and white, and the lower two-thirds in color. The top of ad features several women from the turn of the century, three which appear labeled. The text displayed below the ad correlates with the numbered women, each offering a brief explanation as to where they smoked their first cigarette, while the others offer “no comment.” In contrast, the greater portion of the ad below features a young lady, dressed pretty hip, and in a flattering pose. The brand, “New Virginia Slims,” is displayed to the upper right of her, as you follow the text that cleverly appears to hug her curves, your eyes become first drawn to the packaging of the product, and then to the slogan at the bottom, “You’ve come a long way.” While the top photo is meant to signify women’s suffrages, the lower...

Other Essays Like Virginia Slims: Capitalizing on the Essence of Women in a New Era of Equality

Equality of Sexes in the Labor Market

524 words - 3 pages of time and they possess the same level of education, the female employee should be compensated in the same ways that the male employee is. In addition, if a female employee outperforms her male co-worker, she should be promoted before the male employee is, and not bypassed on account of being a woman. While women in the workplace have attained far more equality and respect than in the past, there is still much room for improvement. There are still many women being unfairly treated, merely because of their gender. It is the 21st century and we must all realize that a woman’s place in the world is wherever she chooses to be.

Women of a Raisin in the Sun

1392 words - 6 pages proud woman, Lena Younger does not have much material wealth, but she walks tall, exudes dignity, and carries herself, as Hansberry says, with the "noble bearing of the women of the Hereros of Southwest Africa,” as though she walks with a "basket or a vessel upon her head." [Hansberry39]. In the beginning, she is in charge of all decisions. As suggested by her name, Lena, her family “leans on” or depends on her strength to replenish their own

Essence of Pollution Control

902 words - 4 pages Essence of Pollution control Pollution of the environment has become a dilemma of the 21st century. Many countries globally are unable to deal with this mayhem; simply because of the complexity of issues surrounding it. Some causes of pollution on another aspect generate income to meet needs of populations that are considered basic and vital. Governments that choose to deal with the problem regardless of the consequences find themselves

The Life of Equality

606 words - 3 pages and instead of just moving on past it, he wanted to find out more and what was really down there. Ever since he found this tunnel he has been visiting this location without permission. While in the tunnel is continuing to learn and advance his mind which is also a rebellious act in the eyes of the World Council. This was a brave act considering the fact he was the only one to take it upon him to learn more. ​Equality was always the bravest brother

The Essence of Literature is in the Tension Between Emotion and Intellect

1553 words - 7 pages paradox is that one cannot function without both emotion and intellect, but they are constantly at war with each other. The essence of literature is in the tension between emotion and intellect, as it is for the decisions of life. But what happens when the balance is disrupted? In William Golding’s novel ‘Lord of The Flies’ a group of young boys are stranded on an island, where they loose all sense rational and civilized behavior and give

Capitalizing on Opportunities in Cord Blood Industry Growth (2013 Version)

943 words - 4 pages insider’s understanding of how to more effectively communicate and position cord blood banking services to expectant parents. "Capitalizing on Opportunities in Cord Blood Industry Growth (2013 Version)" provides the understanding necessary to take decisive, strategic action. As a significant and unique value-add, this updated report contains an extensive Appendix, featuring: •Existing Conditions Treatable with Cord Blood Transplant •U.S. List

Manchild In The Promised Land: A New Perspective Into The Post World War II Era

902 words - 4 pages nine Sonny has been in and out of many reforms schools. He spends his time hanging with friends and selling drugs; Sonny lived a life of crime. While Sonny knows that as a race his people aren’t respected and have no rights in society, he is too busy to do anything or mind it. Unfortunately, Sonny’s brother also lives the same criminal life he does too. In Out of Many, our class text, there is a wealth of knowledge on the

Scarcity: a Form of Equality

1550 words - 7 pages scarcity did not exist then people would be equal on the economic plane. There would be no desire in the world as all can have what they want. However, would that make everyone equal? Work Cited Diamond, Jared M. Guns, Germs, and Steel: The Fates of Human Societies. New York: W.W. . Norton, 1998. Print. Friedman, Thomas L. “It’s a Flat World, After All.” Los Angeles Times 3 April 2005 Op-Ed

The Aim Of Feminist Theology Is Simply To Seek Equality Between Men And Women

1078 words - 5 pages 'The aim of feminist theology is simply to seek equality between women and men' Discuss. Feminist theology is a movement found in many religions. Feminist theology aims to reconsider the traditions, scriptures and theologies of those religions from a feminist perspective. It can be argued that feminist theology just wants equality between men and women, however, It can also be put across that seeking equality is not their only aim. Liberal

Symbolism in Who's Afraid of Virginia Wolf

757 words - 4 pages Symbolism in Who’s Afraid of Virginia Woolf The play ‘who’s afraid of Virginia Woolf” by Edward Albee, as we see it, is a large metaphor for the American dream. This is clearly reflected in two of the main characters being named after the presidential couple of George and Martha Washington. However within this metaphor are many smaller symbols which are used to illustrate the relationship between the two couples of the play and

Essence of Decision - Methodological Review

1843 words - 8 pages In writing Essence of Decision, Graham Allison and Philip Zelikow attempt to produce not only a comprehensive academic assessment of the Cuban missile crisis, and explain the rationale that defined the shape and outcome of that event, but to challenge the conventional method of studying international relations through a single conceptual “lens,” the Rational Actor Model (RAM). The major assumptions that underlie the RAM, that states consider all

Related Papers

The Supernatural Essence Of A Play

932 words - 4 pages wife is able to sleep properly after killing Duncan. Macbeth’s lack of sleep is reflected upon him as a brutal killer, while Lady Macbeth new tendency to sleepwalk and inadvertently act out the scenes of the crimes is reflected on her distress and guilt in plotting the initial crimes. In addition, Macbeth gains an almost inhuman strength and Valladao 4 courage after his fist crime. He is more courageous in crime than he has ever been in a

Jsb Market Research : Snacking Understanding Existing Trends, Capitalizing On New Trends And Looking To Counteract Inhibitors In The Market

1027 words - 5 pages Snacking - understanding existing trends, capitalizing on new trends and looking to counteract inhibitors in the market Released On 24th November 2014 Summary Snacking understanding existing trends, capitalizing on new trends and looking to counteract inhibitors in the market is a detailed insight report highlighting the most important trends and untapped opportunities in snacking markets. The increase of fragmented meal times and the

Ethnography Capturing The Essence Of What Was

464 words - 2 pages inferior to it's European counterpart. On page 83 of the reader, Levinson stated that, "its marvelous flexibility and rhythmic fantasy, were the product of an innate gift, not a conscious art."Are these ideas that far fetched? I dare to say that they are not. I renowned man of intellectual thought, W.E.B. Du Bois, even used generalizations when referring to the different races of men; he believed that certain groups had a specific calling. Even in

Roles Of Women In Brave New World

664 words - 3 pages Americans;[7] he had also found a book by Henry Ford on the boat to America. There was a fear of Americanization in Europe, so to see America firsthand, as well as read the ideas and plans of one of its foremost citizens, spurred Huxley to write Brave New World with America in mind. The "feelies" are his response to the "talkie" motion pictures, and the sex-hormone chewing gum is parody of the ubiquitous chewing gum, which was something of a