Would Smoke 'Em: Gender and
Cigarette Advertising in the
The pipe was a very good home companion, but it was not quite the thing to use in public. It always has more or less a flavor of the mechanic about it, and, particularly in the cities, we do not care to be seen smoking it. Besides, it is almost certain to give us sore lips and to bite our tongue. So then came the happy medium -- the delicate, soothing, always reliable cigarette. . . . There is a brand so mild that a baby may smoke a package of them without scenting its breath.
-- New York Times ( 1881) 1
My company is up against a stone wall. It can't compete with Bull Durham. Something has to be done and that quick. I am going into the cigarette business,
-- Jarnes Buchanan Duke, 18812
It was not surprising when the trade journal Advertising Age dubbed the Marlboro Man the advertising icon of the twentieth century; the timeless, ubiquitous cowboy figure seems to represent advertising itself almost as much as he represents the trademark red-and-white pack of cigarettes. 3 The Marlboro Man, signifying the masculine ideals of adventure and self-reliance by referencing myths of the "Old West," has contributed to a seemingly self-evident association between