During WWII, the role of women in our society changed. Women were called upon to replace the men in the work force who fought in the war. Rosie the Riveter became the icon of the patriotic American woman, taking over, in charge, and pitching in to help the war effort.1-2
This slide depicts a member of the WAFs (Women's Auxiliary Ferrying Squadron) happily smoking.
Tobacco companies capitalized on this new role for women in a number of ways. First, they sent free cigarettes to G.I.s in their food rations. Consequently, many young men and women during WW II, who did not smoke when they went overseas, returned home addicted to cigarettes. Second, tobacco companies encouraged the public to send cartons of cigarettes to soldiers as a show of support.2
When the war was over, and women had to turn those jobs over to the returning soldiers, the cigarette advertising again reflected women's domestic role.1
1 Bloch M. Women and smoking: a lethal combination. NCJW Journal. Spring 1997:24-26.
2 Women and Girls Against Tobacco. |
