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Health Promot Pract. 2003 Jul;4(3):266-77.

A means to an end: slim hopes and cigarette advertising.

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Department of Marketing, Campus Box 6848, California State University, Fullerton, CA 92834-6848, USA.


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.

[Indexed for MEDLINE]

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