Are YOU a Target?

With many male smokers giving up smoking in the industrialized nations, plus the loss of customers through natural and smoking-induced death, the tobacco companies have had to look for new markets. In some cases they have changed their advertising strategies in an effort to bolster their sales. Sponsorship of sports events, such as tennis and golf tournaments, is an effective way of giving a supposedly clean image to smoking. Another strategy adjustment is the markets to be targeted. Are you one of their potential customers?

Target number one: Women. A minority of women have smoked for decades, aided and abetted by the example of film actresses such as Gloria Swanson, who back in 1917 was smoking as an 18-year-old. In fact, she got one of her first film roles because, as the director explained: “Your hair, your face, the way you sit, the way you smoke a cigarette . . . You’re exactly what I want.”

In the 1940’s Lauren Bacall, who featured in films with her husband, heavy smoker Humphrey Bogart, also set a glamorous lead in smoking. But the female side of the cigarette market was always lagging way behind the male market. And so were the cancer statistics for women. Now they are catching up fast​—in smoking and in lung cancer.

In recent years a new trend in advertising has developed, in part due to the more competitive role of women in society together with the subtle influence of tobacco advertising. What is the message being sent to women? The Philip Morris company, which manufactures a variety of cigarette brands, produces “Virginia Slims,” aimed at the modern woman. Their slogan is the one that attracted Amy: “You’ve come a long way, baby.” The ad portrays a sophisticated, modern woman with a cigarette between her fingers. But some women must be asking themselves now how far they have come. Over the last two years, lung cancer has exceeded breast cancer in the mortality rate for women.

Another cigarette brand offers women a bargain: “5 free per pack!” “50 free per carton!” Some women’s magazines even include coupons for free packs!

Sex is another easy way to make cigarettes seem attractive. One brand invites: “Find More Pleasure.” The message includes a want ad, stating: “WANTED​—Tall, dark stranger for long lasting relationship. Good looks, great taste a must. Signed, Eagerly Seeking Smoking Satisfaction.” The cigarette being presented comes “tall” and in dark paper. A subtle connection?

Links with fashion are another hook used for women. One brand is hailed as “A celebration of style and taste by YVES SAINT LAURENT.” Another bait is used for weight-conscious women. The advertisement features a photo of a slim model, and the cigarettes are defined as “Ultra Lights​—The lightest style.”

How do the tobacco companies concentrate on the black population? Author White states: “Cigarettes are heavily advertised in black-oriented magazines such as Ebony, Jet, and Essence. In 1985 cigarette companies spent $3.3 million on advertisements in Ebony alone.” One tobacco company also promotes a yearly fashion show directed to the black women’s market. Free cigarettes are handed out. Another company at one time regularly sponsored a jazz festival and continues to support music festivals popular with blacks. How special a target is the black population? A spokesman for Philip Morris stated: “The black market is very important. It’s a very powerful one.”