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The tobacco people knew all along what we were doing, but weve never known what they were doing, a man who was involved in the negotiations for the broadcasters told me

Women often rotate their arm from the shoulder, keeping the cigarette at mouth level, to one side, with palm up and hand facing outward

Lawrence believed, she told me when the campaign was under way, was that in the new longer cigarette we had an elegant, classy product, tied in with affluence, appealing to mass buyers between twenty and forty who are slightly higher in education than most, and more sophisticatedpeople whove seen their supermarkets turn in to the Folies-Bergres, people who are used to being entertained, people who are winner-oriented. One of the things that lay behind the Wells, Rich, Greene campaign was an approach in which the advertiser attempted to come to a kind of implicit understanding with the viewer that most advertising was, yes, rather a nuisance, and that in return for deciding to buy Benson & Hedges 100s the viewer would be spared a hard sell for the brand over the tube

"The Virginia Slims identity crisis: an inside look at tobacco industry marketing to women"

Improved Quality of Life : Smoking can negatively impact the quality of life in various ways

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