Other Film and Media Studies Commons^™

(Un)Filtered Females: Exploring The Changing Representation Of Women In Cigarette Advertising, 1920-1940, Sophia Belyk

SASAH 4th Year Capstone and Other Projects: Publications

Throughout the first half of twentieth century, the act of smoking transitioned from being an exclusively male to a predominantly female practice. Indeed, by the end of the twentieth century merely being female was considered a serious risk to developing a smoking habit. This cultural shift is reflected in contemporary cigarette advertising, in which women begin as attractive accessories to male smokers and gradually become depicted as smoking independently. These advertisements were actively engaged with the social worlds of the women they targeted, drawing upon their contemporary concerns and values, namely those of women’s liberation and an increased attention placed …