‘Death Sticks’ and Advertising: young Women and Smoking
Since the late 1960’s companies have devised advertising campaigns targeted specifically at young women. In the first six years that these cigarette brands were promoted, cigarette smoking among young girls aged 12 to17 increased dramatically (Baron & Bryne, 1977).
This presentation seeks to highlight the fact that cigarette companies have used ad campaigns that specifically target young women.
We are living in a fast paced society that is dominated by mass media. In our everyday lives we see images of perfect bodies, beautiful hair, flawless skin and ageless faces that flash at us like a slide show. These ideas ...view middle of the document...
When you look at the advertisement you see the woman pulling the man along, though he seems very reluctant to go with her, the fact that she is ahead of him and pulling him along, gives him no choice but to follow.
A young woman seeing this advertisement may think that smoking Virginia Slims will give her the freedom and authority to be in charge of her relationship.
The second technique that is used is one that appeals to slimness, attractiveness, glamour and style. This advertisement slogan is “Lead the way? Yeah … even in 3-inch heels.”
Here you see a very slim, attractive young woman smoking, this will appeal to any young woman because this advertisement will allow them to start thinking that if they smoke this cigarette, they will be slim or their weight will be controlled. She also has a look of sophistication and style.
Virginia Slims are much narrower than ordinary cigarettes, and are also longer than normal “king- sized” cigarettes, to give the cigarettes a more “elegant appearance and ostensibly to reduce the amount of smoke they produce. The woman advertising the cigarette is slim, and the cigarette is also slim, which will automatically appeal to young women who are desirous of getting slim or remaining slim.
Where the technique of “women in control” is concerned, the following psychological concepts are...