The 1969 Virginia Slims commercials, embedded after the jump, focus on how women have "won" their rights, at last. This means they can smoke cigarettes "slimmer" than the "fat" cigarettes for men.
Images of suffragettes are juxtaposed with images of "modern" women, yet the language is still sexist — the cigarette flavor is "mild," for women only; the cigarettes are "tailored for the feminine hand." As blogger Lisa of Sociological Images points out, the last commercial insists that the cigarette is "beautiful."
Sharon Stone in Basic Instinct
All beautiful, all "liberated," not the kind of women who ask permission. Do we as viewers see them as sexy and confident? Or as damaging their lungs and hearts?
"You've Got Your Own Cigarette Now, Baby!" [Sociological Images]
Virginia Slims Commercials (1969) [Internet Archive]
Earlier: How To Market Death To Women: Make It Sexy, Make It Pink
Oldies But Goodies