title: A means to an end: slim hopes and cigarette advertising.
abstract: Alarming increases in the number of women smokers have focused attention on the tobacco industry's efforts to appeal to women who are likely to try and/or adopt tobacco products. The authors discuss the past 30 years of Virginia Slim advertisements and explore the link between consumers' values such as beauty and independence and tobacco use. A brief history of tobacco advertising efforts to appeal to women is followed by an exploratory study of Phillip Morris's advertising campaign for Virginia Slims. The authors use a means-end interpretation to explain the success of the advertisements and then discuss how a means-end framework can be used to create more effective antismoking messages.
authors: Department of Marketing, Campus Box 6848, California State University, Fullerton, CA 92834-6848, USA.
authors: Thomas C
authors: TC
authors: Boyd
authors: Carol J
authors: CJ
authors: Boyd
authors: Timothy B
authors: TB
authors: Greenlee
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D005260:Female; D006801:Humans; D007407:Interviews as Topic; D010565:Persuasive Communication; D012907:Smoking / Q000453:epidemiology / Q000523:psychology*; D019460:Tobacco Industry; D014481:United States / Q000453:epidemiology; D014930:Women / Q000523:psychology*; D016387:Women's Health