• Salesmen of Death—Are You a Customer?
    Awake!—1989 | July 8

    • Target number one: Women. A minority of women have smoked for decades, aided and abetted by the example of film actresses such as Gloria Swanson, who back in 1917 was smoking as an 18-year-old. In fact, she got one of her first film roles because, as the director explained: “Your hair, your face, the way you sit, the way you smoke a cigarette . . . You’re exactly what I want.”

      In the 1940’s Lauren Bacall, who featured in films with her husband, heavy smoker Humphrey Bogart, also set a glamorous lead in smoking. But the female side of the cigarette market was always lagging way behind the male market. And so were the cancer statistics for women. Now they are catching up fast​—in smoking and in lung cancer.

      In recent years a new trend in advertising has developed, in part due to the more competitive role of women in society together with the subtle influence of tobacco advertising. What is the message being sent to women? The Philip Morris company, which manufactures a variety of cigarette brands, produces “Virginia Slims,” aimed at the modern woman. Their slogan is the one that attracted Amy: “You’ve come a long way, baby.” The ad portrays a sophisticated, modern woman with a cigarette between her fingers. But some women must be asking themselves now how far they have come. Over the last two years, lung cancer has exceeded breast cancer in the mortality rate for women.

      Another cigarette brand offers women a bargain: “5 free per pack!” “50 free per carton!” Some women’s magazines even include coupons for free packs!

      Sex is another easy way to make cigarettes seem attractive. One brand invites: “Find More Pleasure.” The message includes a want ad, stating: “WANTED​—Tall, dark stranger for long lasting relationship. Good looks, great taste a must. Signed, Eagerly Seeking Smoking Satisfaction.” The cigarette being presented comes “tall” and in dark paper. A subtle connection?

      Links with fashion are another hook used for women. One brand is hailed as “A celebration of style and taste by YVES SAINT LAURENT.” Another bait is used for weight-conscious women. The advertisement features a photo of a slim model, and the cigarettes are defined as “Ultra Lights​—The lightest style.”

      Why are the cigarette manufacturers targeting the women of the world? The World Health Organization gives an obvious clue with its estimate that “more than 50 per cent of men but only five per cent of women smoke in developing countries compared to about 30 per cent of both sexes in the industrialised world.” There is a huge untapped market out there for tobacco profits, regardless of the ultimate price in health that may have to be paid. And the tobacco salesmen are having success. According to The New York Times, the U.S. surgeon general’s report, released in January 1989, stated that ‘children, especially girls, are smoking at younger ages’ and that includes elementary-school children. Another source says that in recent years the number of female teenage smokers in the United States has increased by 40 percent. But women are not the only target for the salesmen of death and disease.