These vintage Lucky Strike cigarette ads tell both women and men that they can lose weight if they reach for a smoke instead of a sweet:

I’ve never seen any contemporary cigarette advertising using this idea to sell to men; but we have and do see the “slims” meme in advertising cigarettes to women:


Images borrowed from the Stanford School of Medicine collection, sent in by Kristyn G.

Lisa Wade is a professor of sociology at Occidental College and the author of Gender: Ideas, Interactions, Institutions, with Myra Marx Ferree. You can follow her on Twitter and Facebook.
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