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From social taboo to "torch of freedom": the marketing of cigarettes to women

2000; BMJ; Volume: 9; Issue: 1 Linguagem: Inglês

10.1136/tc.9.1.3

1468-3318

Amanda Amos,

Obesity and Health Practices

Nice girls don't smokeWhen the Irish born American femme fatale Lola Montez had her photograph taken at a Boston studio in 1851, neither she nor anyone else could foresee the future symbolic value of the cigarette as a sign of emancipation for women and the tragic development that we are now facing with women as the next wave of the tobacco epidemic.With the dress and hairstyle that she was wearing in the photograph Lola Montez could have passed for a lady, if it wasn't for the cigarette which stood out so eVectively against her black gloved hand (fig 1).Used as the focal point of this picture, the cigarette was intended to be provocative.Ladies in 1851 did not smoke, and the very notion that women and girls might be experimenting with cigarettes was certainly not acknowledged publicly.Indeed smoking by women in North America and Europe had long been associated with loose morals and dubious sexual behaviour.As far back as the 17th century Dutch painters had used tobacco and smoking to symbolise human folly.The only women shown smoking in these paintings were either whores or procuresses. 1 Similarly in the 19th century women smokers were viewed as fallen women, with smoking the occupational symbol of prostitution. 2Indeed cigarettes became a common prop in Victorian erotic photography. 3 Only rebellious, bohemian intellectuals and artists such as George Sands dared challenge these social mores.So widespread was the social stigma attached to women smoking that as late as 1908 a woman in New York was arrested for smoking a cigarette in public, 2 and in 1921 a bill was proposed in the US Congress to ban women from smoking in the District of Columbia. 4 It is therefore remarkable that within 50 years of the invention of the mass produced cigarette, smoking among women in North America and northern Europe has become socially 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 changing social attitudes towards women by promoting smoking as a symbol of emancipation, a "torch of freedom".This message is still being promoted today by the tobacco industry around the world, particularly in countries