The limits of persuasion: Advertising, gender and the culture of Australian smoking

• Published in: Australian historical studies Vol. 31; no. 114; pp. 27 - 48
• Main Author: Tyrrell, Ian
• Format: Journal Article
• Language: English
• Published: Australia Taylor & Francis Group 01-04-2000; University of Melbourne, Dept. of History
• Subjects: Advertising as Topic - classification; Advertising as Topic - economics; Advertising as Topic - ethics; Advertising as Topic - history; Advertising as Topic - methods; Advertising as Topic - statistics & numerical data; Advertising as Topic - trends; Advertising as Topic - utilization; Australia; Gender Identity; History of medicine; History, 20th Century; Smoking - economics; Smoking - epidemiology; Smoking - ethnology; Smoking - history; Smoking - psychology; Tobacco Industry - economics; Tobacco Industry - ethics; Tobacco Industry - history; Tobacco Industry - instrumentation; Tobacco Industry - methods; Tobacco Industry - statistics & numerical data; Tobacco Industry - trends; Australia
• ISSN: 1031-461X; 1940-5049
• DOI: 10.1080/10314610008596114

This article examines the shift from pipe to cigarette smoking in Australia from World War I to the 1950s; challenges the assumption that women were the major source of the rising popularity of cigarette smoking; questions, through a content analysis of themes in cigarette advertisements in major newspapers, the impact on smoking patterns of mass advertising before the 1950s; and shows the rising importance of roll-your-own cigarette consumption as a sign of masculine and working-class identity and as an adaptation to modern urban life.