Cigarette Advert 1950's- Positive Representation of Women

This is a more positive representation of women as they are equalised to men. Not only does the woman smoke the cigarette like the man, she does the physical sporting activities too. The female smoking the cigarette could be considered as a phallic symbol signifying her female dominance or equivalence. Sporting and physical activities are a male stereotype, however the female is engaging in these activities too. This challenges female expectations and gender roles and female stereotypes, particularly in the 1950’s, would be housewives and mothers and therefore challenges the subordination of women and a patriarchal society.