The 1964 Surgeon General's Report on the dangers of smoking and the requirement for tobacco advertising to carry warning labels prompted tobacco companies to change their advertising tactics away from the purported health benefits of smoking to the enhancement of personal image by smoking.
Many girls and women smoke because they think it's cool and grown up. Wanting to be "cool" and looking "grown up" are common to every generation of youth.
For teenagers, being cool means being unique, fearless, up to date, and independent.
The concept of cool in this ad is depicted by the model's defiant stand, "with it" clothes, and "grown-up" look.
This slide reproduced with permission from Stop Teenage Addiction to Tobacco (STAT). |
