Big Tobacco, Feminist Hero? In the early 20th century, smoking was regarded as unladylike. In the 1920, realizing they were missing out on millions of potential customers PR expert Edward Bernays encouraged the American Tobacco Company to play on women's nascent sense of modern independence. Casting it as a political stunt, Bernays got a bunch of respectable women to publicly light up during the Easter Parade...and the smoking feminist was born! The gambit was employed again during Women's Lib, when Virginia Slims coined the iconic, "You've Come A Long Way, Baby" campaign, guaranteeing equal opportunity emphysema for all! [NY Times]