Back in the 1950s, cigarette advertising took some shocking and problematic turns. One of the most shocking examples is this – An authentic Marlboro ad that used the image of a baby to market cigarettes to women. Yes! you read that right. A baby!
These ads weren’t just isolated incidents. Several compilations of old tobacco advertisements feature a series of ads doing so. Using babies to appeal to women smokers.
One particularly infamous ad shows a photograph of a baby with a caption that reads, “Before you scold me, Mom…. Maybe you’d better light up a … cigarette.” Below the baby’s image, there’s a drawing of a woman enjoying a cigarette. The message was clear and startling. They showed that even the stress of motherhood could be alleviated by smoking. Which perhaps then was an excellent strategy, but currently is raising massive concerns. Such as why this was normalized.
Read more: Research Shows Smoking Cannabis Less Risky Than Tobacco Smoking
Vintage Smoking Ads Use Motherhood and Baby Photos
The public’s reaction at the time wasn’t entirely positive, either. An anti-marijuana letter to the editor of the Arizona Republic in 1951 specifically referenced these ads. The writer argued that to tackle the spread of marijuana, society needed to address the tobacco smoking habit first. This was the first step for them. They pointed out the absurdity of marketing cigarettes with a baby’s image. Moreover, they discussed the potential harm of normalizing smoking. Especially around babies.
In September 2022, these old ads resurfaced. They confirmed yet again how cigarettes were marketed to women using the innocent imagery of a baby. This historical marketing strategy is surely bizarre. Given today’s standards. But it also sheds light on the lengths to which tobacco companies would go to sell their products.
Reflecting on these ads, it’s clear how far advertising standards have come.
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