Smokey Views through a Feminist's Eye

For clarification, the ad reads:

"Blow in her face and she'll follow you anywhere. Hit her with tangy Tipalet Cherry. Or rich, grapey Tipalet Burgundy. Or luscious Tipalet blueberry. It's wild! Tipalet. It's new. Different. Delicious in taste and in aroma. A puff in her direction and she'll follow you anywhere. Oh yes...you get smoking satisfaction without inhaling smoke. Smokers of America, do yourself a flavor. Make your next cigarette a Tipalet."

Smokey Views through a Feminist's Eye

Hello there! My name is Sarah O'Conner, co-editor of Ms., a feminist magazine that promotes women's fight for equality. Recently, I have come across an apalling article that illustrates sexism at its finest (see above). This degrading advertisement suggests that women are easily enticed by the male sex and that they quickly fall susceptible to men’s subtle temptations. The advertisement’s picture portrays an attractive woman, mouth agape, gazing mesmerized into a man’s eyes as he confidently puffs smoke into her face, indicating that the “Tipalet” smoke has snatched the woman’s vulnerability and placed her solely in the man’s control. By marketing Tipalet as a woman’s seducer, men become drawn to the advertisement, particularly because of the societal belief that, in that time period, women were placed on earth to satisfy men and take on the role of a 'homemaker.' Demeaning phrases such as, “Hit her with tangy Tipalet cherry” appeal to men because they imply control (“Hit her” is a very powerful phrase inflicting degradation on the female sex). However, since the advertisement conveys such an attractive woman lured by a man and his smoke, women are also subconsciously drawn to the ad, and they reason that if a beautiful woman becomes susceptible to a man’s power, then it is socially acceptable if they do as well. The advertisement, unfortunately, constructs a version of reality because of the common ‘principle’ that women’s role in society is to “follow” men and live in their shadows (“follow” coming from a direct phrase in the advertisement, “Blow in her face and she’ll follow you anywhere”). Sexism is evidently shown throughout this advertisement’s shameful depiction of Tipalet smoke acting as man’s key to luring women; a disgraceful and shocking bias that remains ubiquitous in society. Please don't become influenced by such horrific advertisements!