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Indeed, the lack of evidence suggests tobacco companies did not target women for any purpose other than male enjoyment, nor did the advertisements attempt to challenge the dominant social stigma attached to female smoking.[2] Nonetheless, fifty years after cigarettes came into circulation, female smoking began to become acceptable and even socially desirable: This was due not only to the dramatic changes in the social and economic status of women over this period but also to the way in which the tobacco industry capitalised on the changing social attitudes towards women by promoting smoking as a symbol of emancipation, a torch of freedom.[3] Edward Bernays, the Father of Modern Public Relations, created the Torches of Freedom campaign in 1928, which increased the female market an in turn enhance the American Tobacco Companys profit
10.1038/ng1295-376 105 LiZ.WangS.LiL
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