294:"EASTER SUN FINDS THE PAST IN SHADOW AT MODERN PARADE; Lone Prancing Team in Stream of Gleaming Motors in 5th Av. Recalls Bygone Days. TOP HATS GLINT IN CROWDS Throngs, Bigger Than Ever, Are a Riot of Color as Churches Let Out to Music of Organs. PARADE OF JOBLESS PUT ON Group of Girls Puff at Cigarettes as a Gesture of "Freedom"-- Resorts Near City Well Filled. One Fleeting Note of the Past. Resorts Have Parades, Too. Cameras Click by the Score. EASTER SUN FINDS THE PAST IN SHADOW Style Copyists Take Movies. Gray Predominates for Men. 500,000 at Atlantic City. Special Services at Sing Sing. (Published 1929)"
241:. In the 1990s Germany was a focus for advertising, and between 1993 and 1997 the smoking rates among women aged 12–25 in Germany went from 27% to 47% even though the increase in men's smoking for the same age group is much smaller. In Japan, various cigarettes advertised to women have encouraged women to be unique. A survey by the Japanese Ministry of Health and Welfare showed that between 1986 and 1999 smoking among women had increased from 10.5% to 23.2%. Advertisements in South Africa have shown women crossing
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158:, realized the potential market that could be found in women and said, "It will be like opening a gold mine right in our front yard." Yet some women who were already smoking were seen as smoking incorrectly. In 1919 a hotel manager said that women "don't really know what to do with the smoke. Neither do they know how to hold their cigarettes properly. Actually they make a mess of the whole performance."
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189:. More women now do the same work as men do. Many women bear no children; those who do bear have fewer children. Feminine traits are masked. Cigarettes, which are equated with men, become torches of freedom." In 1929 Bernays decided to pay women to smoke their "torches of freedom" as they walked in the
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lobbied for filmmakers to refrain from putting women smoking cigarettes in movies unless the women being portrayed were of "discreditable" character and other women's groups asked young girls to sign pledges saying that they would not use tobacco. These groups saw smoking as an immoral activity and
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as black women are shown accepting cigarettes from white men and in India women have been portrayed in
Western clothes with cigarettes as a sign of liberation and upward mobility. In Asia it is becoming more acceptable for women to smoke and this is leading to a greater demand. Tobacco companies
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in New York. This was a shock because until that time, women were only permitted to smoke in certain places such as in the privacy of their own homes. He was very careful when picking women to march because "while they should be good looking, they should not look too model-y" and he hired his own
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differ by region. In Spain they use images of women in masculine jobs, such as a fighter pilot, to appeal to young women—and the smoking rates among young women in Spain increased from 17% in 1978 to 27% in 1997. Tobacco companies are also using the cigarette as an image of
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also called for women to join in the march saying, "Women! Light another torch of freedom! Fight another sex taboo!" Once the footage was released, the women's walk was seen as a protest for equality and sparked discussion throughout the nation. The targeting of women in
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campaign equated smoking in public with female emancipation. Some women had been smoking decades earlier, but usually in private; this 1890s satirical cartoon from
Germany illustrates the notion that smoking was considered unfeminine by some in that
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continued to put forward the idea of modernity and freedom in new markets. The use of this imagery when advertising the cigarette has been specifically targeted at women in countries where women are gaining more equality and liberation.
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and some states tried to prevent women from smoking by enforcing laws. In 1904 a woman named Jennie Lasher was sentenced to thirty days in jail for putting her children's morals at risk by smoking in their presence and in 1908 the
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led to higher rates of smoking among women. In 1923 women only purchased 5% of cigarettes sold; in 1929 that percentage increased to 12%, in 1935 to 18.1%, peaking in 1965 at 33.3%, and remained at this level until 1977.
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In the 1990s, tobacco companies continued to advertise cigarettes as "torches of freedom" as they sought to expand their markets around the world. Such brands as
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The "Torches of
Freedom" idea saw a resurgence in the 1990s far beyond the borders of America, where tobacco advertising was now becoming increasingly restricted.
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Before the twentieth century smoking was seen as a habit that was corrupt and inappropriate for women. Dutch painters used cigarettes as a symbol of human
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Statement: Surgeon
General's Report on Women and Tobacco Underscores Need for Congress to Grant FDA Authority Over Tobacco (Campaign for Tobacco-Free Kids)
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unanimously passed an ordinance that prohibited smoking by women in public. Similarly in 1921 a bill was proposed to prohibit women from smoking in the
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to encourage women to smoke in public despite social taboos. Bernays hired women to march while smoking their "torches of freedom" in the
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as men. Eventually for women the cigarette came to symbolize "rebellious independence, glamour, seduction and sexual allure for both
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was a phrase used to encourage women's smoking by exploiting women's aspirations for a better life during the early twentieth century
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were described as symbols of emancipation and equality with men. The term was first used by psychoanalyst
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photographers to make sure that good pictures were taken and then published around the world. Feminist
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O'Keefe, Anne Marie; Pollay, Richard W. (1996). "Deadly
Targeting of Women in Promoting Cigarettes".
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of 31 March 1929, which was a significant moment for fighting social barriers for women smokers.
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Brandt, Allen M. "Recruiting Women
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have long targeted the female market, seeing it as a potential growth area.
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and said, "Today the emancipation of women has suppressed many of their
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even sponsored a lecture series that taught women the "art of smoking".
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in eastern and central Europe where cigarettes are shown as symbols of
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advertise to women around the world, showing cigarettes as symbols of
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when describing the natural desire for women to smoke and was used by
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against women smoking in public. He gained advice from psychoanalyst
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Photo, Times Wide World Photo Times Wide World (1929-04-01).
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1900 cigarette ad; targeting women is not a new strategy.
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399:. New York: Basic Books, page 57.
415:51.1-2 (1996). Web. 28 Apr 2010.
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80:. Women's smoking was seen as
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356:(1): 3–8.
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279:References
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306:0362-4331
196:Ruth Hale
116:feminists
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262:See also
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256:freedom
82:immoral
59:History
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