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Virginia Slims - "You've Come a Long Way, Baby" targeting white women
In the 60s, as women once again embarked on a quest for equality, tobacco companies began incorporating positive images of this struggle for equality in their advertising. "You've Come A Long Way, Baby" became one of the most well-known catch phrases of its day. It was introduced by Virginia Slims in the mid-1960s and was the foundation for their advertising for many years.
Virginia Slims ads targeted to white American women capitalized on the feminist movement and how far women had come, and often included an inset of where women were 100 years ago. However, this same campaign was not used to advertise to African-American women, because for many African-American women, little has changed.
