Tobacco and the 21st Century

Tobacco companies no longer require magazine or newspaper advertisements. They don’t require television adverts or epic cinema trailers featuring the Marlboro Man. All they need is a sophisticated socialite, It Girl, “Hunk of the Moment” or rock star to be photographed by paparazzi photographers. The images are syndicated around the world and they may not be blatant adverts but they do help to create a subconscious message: A-list actor is sexy and smokes---> Smokers are sexy ---> If I smoke I may be as attractive as A-list actor. It’s not a question of gullibility and more about subconscious associations. We trick ourselves with images and subtle symbols that operate on a subliminal level so what chance do we have if professional magicians, in the form of advertising executives, marketing wizards and their psychologist allies, work together to persuade us to consume? If a celebrity raves on about Brand X perfume, then fans are intrigued by Brand X and because they want to be associated to the celebrity, they’ll purchase the perfume. Subtle cigarette advertising in the form of ‘candid’ paparazzi photographs may operate on the same level as can film product placement that usually depicts ‘cool’ smoking characters.

It was philosopher Descartes who said, "I think therefore I am". I’d like to say, I smoke therefore I am...stupid. However before later in life stupidity there was the period that was my childhood, the adult role models within it and widespread social acceptance of smoking as - depending on which form of propaganda you remember - a sophisticated, glamorous and relaxing pastime. It’s a three stage process. I started smoking to gain sophistication in the form of feeling and - in my childish mind - pretending to be grown up. During middle to late adolescence, I practiced various oral moves that were geared toward providing just enough smoke display to entice. Forget fellatio. Smoking was the first oral technique most 20th Century women learned. Judging by the seemingly sophisticated ‘It’ Girls taking up smoking, it still is the first oral technique females learn in the 21st Century.

When the sophistication and glamor fades, the excuse to smoke for relaxation kicks in. “It relaxes my nerves,” or “It soothes my stress” become regular excuses. What happens when the supposed relaxing properties begin to wane, as they tend to wane after a level of tolerance is reached? More nicotine is required. The smoker requires more cigarettes per day. Hello 30, 50 and 100 cigarettes a day. The lie begins to take shape but what will we do now that we rely on the damned things to temporarily relieve stress, curb the appetite or feel a sense of social belonging?