These vintage Lucky Strike cigarette ads posted at the Stanford  School of Medicine collection 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.

Lisa Wade, PhD is a professor at Occidental College. She is the author of American Hookup, a book about college sexual culture, and a textbook about gender. You can follow her on Twitter, Facebook, and Instagram.