Brill, a psychoanalyst, who explained that it was natural for women to want to smoke, and that the push for emancipation has suppressed the feminine desires. Hill realized that if he could get women to smoke outdoors, the company could double their female market.
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In 1989, Bernays sought to end the stigma around women smoking in public by creating the campaign “Torches of Freedom.” Interestingly, selling cigarettes was a passion rather than occupation for Hill, and Lucky Strike was his particular favourite, as he was able to elevate it to be America’s best-selling tobacco brand. Nonetheless, fifty years after cigarettes came into circulation, female smoking began to become acceptable and even socially desirable: “This was due not only to the dramatic changes in the social and economic status of women over this period but also to the way in which the tobacco industry capitalised on the changing social attitudes towards women by promoting smoking as a symbol of emancipation, a “torch of freedom.”” Edward Bernays, the Father of Modern Public Relations, created the “Torches of Freedom” campaign in 1928, which increased the female market an in turn enhance the American Tobacco Company’s profit.īernays believed: “The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.” As a result, Bernays stated that he could encourage women to smoke by linking cigarettes to notions of freedom and rebellion. Indeed, the lack of evidence suggests tobacco companies did not target women for any purpose other than male enjoyment, nor did the advertisements attempt to challenge the dominant social stigma attached to female smoking. These women were often young and attractive, and were featured for promotional purposes however, their role was to lure the male rather than female consumer. Regardless, the tobacco company did feature women in advertisements. Only some rebellious women were willing to go against the social stigma in the early twentieth century.
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Women were given the option to smoke in private, but even then it was still tabooed by American society due to its unfeminine nature: “Indeed smoking by women in North America and Europe had long been associated with loose morals and dubious sexual behaviour.” The women that were smoking were perceived as whores or procuresses, or it was a symbol of prostitution and Victorian erotic photography. Indeed, while tobacco had been consumed in America in the late nineteenth century, it was not until 1929 that women were really expected or even allowed to partake in the consumption of tobacco products. Originally, there were misconceptions that women do not smoke, particularly those that were considered nice or good girls. “Women Are Free!” American Tobacco Co., 1929