Cigarette ads target women
2/24/2005 Bowling Green, OH Laura Collins Bowling Green State University News (BGNews.com) University graduate student Michelle Grindstaff presented "Women, Smoking and Advertising: Have We Come a Long Way, Baby?" yesterday to students and faculty members in Hanna Hall. The presentation, a part of the Women's Center's Brown Bag Lunch series, discussed strategies tobacco companies use in their advertisements to entice female consumers. The pressure to be thin and womens want for gender equality are two of the issues that cigarette advertisements focus on when selling their product to women, Grindstaff said. The media also plays a large role in creating so-called beauty and gender norms that unrealistically portray women's bodies in society, she said. For example, the average model is 5-foot-11-inch and 117 pounds, while the average woman is 5-foot-4-inch and 140 pounds. Tobacco companies use the fact that many women are looking for ways to lose weight, by healthy and unhealthy means, as a marketing tool, she said. "Smoking is one example of the destructive behaviors encouraged in the media to achieve unrealistic standards of beauty for women," she said. The other common theme that appears in cigarette ads is that smoking promotes gender equality. It sends that message that if you smoke, you'll be one of the guys, Grindstaff said. She also discussed ads that target women by using the phrase "find your voice." Since it has often been a metaphor for speaking out, it looks like it promotes gender equality, she said. "You can get throat cancer [...]