situations. The 12 high-arousal items involved either emotional strain and anxiety or demanding mental activity; the ten low- arousal items concerned boredom and relaxation or repetitive tasks and physical fatigue. A factor analysis of the entire ques- tionnaire and t-tests performed on male versus female scores for the most extreme situations on the continuum led Frith to state that men had a greater desire to smoke in situations in- ducing boredom and tiredness and women had a greater desire to smoke in stress-inducing situations. However, men rated the desire to smoke significantly higher than did women on all three of the questions representing low-arousal situations, whereas women rated the desire to smoke significantly higher on only one of the three questions representing the high-arousal ex- treme of the continuum (69). Using Frith’s questionnaire, Barnes and Fishlinsky were un- able to replicate his findings in a sample of Canadian under- graduates (12). Within the male sample, there was no significant relationship between desire to smoke and the arousal value of the situation in the question, and female subjects indicated a greater desire to smoke in the low-arousal situations. The au- thors point out the possible importance of sampling differences. Elgerot studied light, medium, and heavy smokers in an at- tempt to control potential differences in inhalation patterns be- tween men and women (cited by Frith as a possible explanation for his results) (57). Subjects were Swedish university students. The 42-item questionnaire was similar, but not identical, to Frith’s. There was no gender difference for low-arousal situa- tions. There was no sex difference in the light and medium smoker subgroups, but women in the heavy smoker subgroup expressed a greater desire to smoke in stress-inducing circum- stances. Russell and his colleagues devised a 34-item questionnaire covering a wide variety of smoking motives. It was adminis- tered to 175 normal smokers and then subjected to factor analysis (160). Six factors, representing six types of smoking, were identified. Women scored significantly lower on what was termed “sensorimotor” smoking, and significantly higher on “sedative” smoking. Thus, the sex difference on “sedative” smoking (reduction of arousal) was supported. Ikard and Tomkins (96) found evidence that women smoke in situations involving negative affect. Negative affect smoking is defined as smoking which serves to reduce unpleasant feelings. It includes smoking to reduce the dysphoric feelings accom- panying rejection by a social group as well as smoking to satisfy a craving for a cigarette (i.e., deprivation negative affect). Posi- tive affect smoking involves the arousal of pleasant feelings. 301 For example, smoking from curiosity would be classified this way because of the feelings of excitement and interest gener- ated. Ikard and Tomkins showed two films, one intended to evoke positive affect (a slapstick comedy), and another to evoke negative affect (a documentary on Nazi atrocities) to college students who smoke. To be characterized as either positive- or negative-affect smokers, the subjects had to smoke during the appropriate film and indicate a congruent mood on an affect checklist. The major finding was that 73 percent of the female sample of 15 subjects exhibited solely negative-affect smoking compared to only 36 percent of the sample of 39 males. While 80 percent of the females indicated that they were likely to smoke, in positive as well as negative-affect conditions, their behavior did not match the self-report in this experiment. It is difficult to determine if the environment of the experiment altered normal behavior patterns, or if perhaps smokers are not accurate in describing the types of situations in which they smoke. Nationwide surveys conducted in 1964, 1966, and 1970 also suggested that a higher percentage of women than men are negative-affect smokers and that little or no difference exists between men and women in the percentage who are positive- affect smokers (192,193). A greater percentage of women cur- rent smokers endorsed the statement, “It relaxes me.” (192). This supports the hypothesis that reduction of negative affect is a more important factor for women smokers. The statements assessing positive-affect smoking did not show a clear gender difference. In 1964, slightly more men than women endorsed the statement “enjoys it” as a reason for smoking, but in 1966 there was no difference between sexes and in 1970 slightly more female than male current smokers agreed that “cigarettes are pleasurable” (79.6 percent of women versus 77.0 percent of men). To summarize: smoking affects arousal; it is not known whether women smoke to maintain a given arousal level, to change that level, or to adjust a physical blood level of nicotine. There are a number of studies which suggest that women use cigarettes more in high-arousal situations than do men. Studies which combine self-report with experimental situations provid- ing a good approximation of natural smoking conditions are needed to shed some light on the validity of evaluation by ques- tionnaire alone. Smoking Cessation There is an assumption in the treatment literature that men have greater success than women in quitting smoking. The 302 basis of this assertion lies partially in the demographic analyses of cessation rates and partially in the literature on smoking cessation clinics and experimental programs. This section presents the results of both demographic and experimental analyses of smoking cessation. A critical ap- praisal is made of the relative success of men and women in giving up smoking and in remaining ex-smokers. Psychosocial and behavioral factors relating to abstinence and difficulties encountered in quitting are discussed. Finally, recom- mendations are presented for treatment and future research. DEMOGRAPHICS The quitting rates of smokers are calculated by dividing the number of former smokers by the number of ever smokers within each relevant demographic category. The following statistics are taken from the 1975 U.S. Department of Health, Education, and Welfare (USDHEW) survey on Adult Use of To- bacco (194). Former smokers are defined as those who once smoked but no longer do so. The term “former smokers” in- cludes both those who have quit on their own and those who have received outside help. Quitting rates of women lag behind those of men, for each category reviewed. Age The USDHEW tables divide adult age groups into six categories: ages 21 to 24, 25 to 34, 35 to 44, 45 to 54, 55 to 64, and 65 and over (194). There is a trend toward increasingly larger percentages of former smokers in each successive age group for both men and women. However, within each age group, the per- centage of smokers who have quit is higher for men than it is for women. For example, in the youngest age category, the per- centage of female smokers who have quit is 22.6 percent while that for males is 27.9 percent. For a middle-aged category (45 to 54), the female and male percentages are 32.0 percent and 46.7 percent respectively. In the oldest age group, 51 percent of female ever smokers are former smokers, whereas the percent- age is 60 percent for males. Bosse and Rose state that the sex differences in quitting are vanishing at younger ages, but Dicken argues persuasively that the absolute amount of con- vergence is small, and that men remain substantially more likely to stop smoking than women (21,45). Education Higher levels of education are associated with higher rates of quitting for both men and women. Among those with a college 303 TABLE 8.—Most frequently endorsed reasons for resuming smoking: Fall 1964 and Spring 1966 household interview survey, responses of current smokers Q: People give all sorts of reasons for either not being able to or not wanting to stay off cigarettes. What were your reasons for going back to cigarettes? (Asked if made a serious attempt to stop smoking.) Current Smokers 1964 1966 N % N % Selected total M 705 55.7 112 §4.9 F 542 50.6 588 57.1 No will power M 291 23.0 278 19.8 F 209 19.5 191 18.5 It relaxes me M 212 16.8 181 12.9 F 245 22.9 192 18.6 Enjoys it M 144 11.4 123 8.7 F 102 9.5 90 8.7 Helps keep weight down M 65 5.1 40 2.8 F 15 7.0 57 5.5 Smoke to be sociable M 98 U7 43 3.1 F 70 6.5 46 4.5 NOTE: More than one answer was allowable for each respondent. SOURCE: U.S. Department of Health, Education, and Welfare (192). education or higher, 52.1 percent of the men and 48.1 percent of the women who have ever smoked have quit. For all other levels of education, 40.5 percent of men smokers and 31.3 percent of women smokers have given up smoking. Although the discrep- ancy is less in the most advanced education category, the per- centage of female quitters is smaller at both levels of schooling. Income Higher levels of income are associated in both sexes with higher rates of cessation. For those ever smokers with incomes under $10,000, the rates of quitting for men and women are 34.7 percent and 30.3 percent respectively. For those with incomes of $10,000 or above, the rates are 45.7 percent for men and 36.2 percent for women. Quitting rates of men exceed those of women for all but one ($5,000 to $7,499) of the seven income levels. Occupation There is a difference of only 7.6 percentage points between the proportion of male and female quitters in the category of pro- 3804 fessional, technical, and kindred workers, with the male quit- ting rate at 49.4 percent and the female quitting rate at 41.8 percent. A dramatic increase in this difference occurs, however, among managers, officials, and proprietors. In this category the quitting rate for men is 47.1 percent and that for women is only 26.5 percent. Among sales and clerical workers, 40.1 percent of the men and 25.8 percent of the women have quit. The quitting rate of homemakers (33.9 percent) is in the mid range of the rates for women in other occupations. In general, then, women are quitting at lower rates than men across the major demographic categories. PSYCHOLOGY OF CHANGING SMOKING HABITS A two-year follow-up of over 500 former smokers identified in the 1964 nationwide survey provides support for the demo- graphic data showing higher proportions of ex-smokers among males than females (56). Men were significantly more likely than women to remain successful abstainers. Men and women made approximately the same number of attempts to quit, and current smokers made more attempts than former smokers (168). Furthermore, successful quitters have usually made at least one abortive attempt to quit before succeeding. A survey of young women, aged 18 to 35, revealed that light smokers had’ the greatest success in stopping smoking (216). This finding is not entirely consistent with that of Eisinger (56), however, who reported that long-term smoking was a predictor of successful abstinence. The difference in study samples may account for the lack of “fit” of the two results, as Eisinger’s survey included all adults 21 years of age and older. The “reinterview” (follow-up) aspect of Eisinger’s study gives further credence to his conclu- sions since they are based on data actually obtained at two points in time. Those factors which consistently seem to differentiate be- tween those who can quit or reduce intake and those who can- not are: the presence of strong motivation and commitment to change; the use of behavioral techniques; and the availability of social support. Those who successfully quit or reduce smoking use behavioral techniques such as substituting candy and gum for cigarettes, and some form of self-reinforcement of desirable behaviors to maintain abstinence (140,216). Successful reducers use behavioral techniques more consistently and for a longer period of time than those who fail to reduce smoking (140). Suc- cessful quitters experience cravings when they stop, but the use of substitutes seems partially to alleviate these feelings (139). Furthermore, those smokers who do reduce intake are more 305 motivated and committed to personal change (140), and long- term abstainers have more confidence in their ability to remain ex-smokers (56). Successful reducers receive more positive rein- forcement from others and the best known acquaintances of successful abstainers are former smokers (56,140). Warnecke, et al. reported female relatives to be the primary role models for women who quit smoking (201). TREATMENT STUDIES Most smokers who attempt to quit do not seek outside help to stop smoking. The population that seeks treatment may be one that experiences severe difficulty in giving up smoking. Thirty-nine treatment studies on smoking have reported suc- cess rates for males and females, and have used the criterion of total abstinence. Two exceptions were made for programs that reported “success” in terms of 90 to 100 percent reduction. The studies reviewed here fall into five categories of treat- ment: education, physician advice, pharmacotherapy, psychotherapy, and behavior modification (Tables 9-13). The categorization is, by necessity, only a rough separation of treatment modalities. Evaluation of the gender difference ques- tion, however, does not rest directly on the categorization schema. Many of the studies listed in the tables did not report significant evaluations for male/female quitting rates. Therefore, a chi square statistic or Fisher exact probability test was calculated wherever sufficient data were available. Because of the limited number of studies identified for analysis and the often limited sample size, results of borderline (0.05
41 cigarettes) gained 30 Ibs., while light smokers who inhaled (1 to 10 cigarettes) gained only 4 pounds. The observed differences in weight persisted through age 60. Conclusions of this study may not, in fact, be directly applicable to the total female population. This study raises the issues of reporting and recall bias among this obese population (mean group weights ranging from approximately 171 to 180 pounds), as well as self-selection into continuing or former smokers. The implications of such studies are important. The image of the slender, attractive female pervades our culture and is cer- tainly present in tobacco advertising (84). Do women perceive weight gain as a significant and unavoidable sequel to discon- tinuing smoking? There is evidence suggesting that fear of weight gain may keep women from quitting smoking. Women are more concerned with weight than men are. In the 1975 NCSH survey, the percentages of female and male smokers who responded “strongly agree” or “mildly agree” to the statement, “Being afraid of gaining a lot of weight keeps people from quit- ting cigarettes” are shown in Table 14. Attempts have been made to examine the cause of such re- ported weight gains. The mechanism of weight gain with cessa- tion of smoking has not, however, been elucidated. Trahair and others have reported that appetite increased with smoking ces- sation, and the resulting increased caloric intake caused weight gain (190). Other studies have suggested that smoking may, in fact, directly affect metabolism. Glauser, et al. studied seven males before and one month after cessation. Body weight and surface area increased, while heart rate, serum calcium, sugar, and oxygen consumption decreased (71). Conversely, however, 318 TABLE 14.—Percent affirmative responses to statement: “Being afraid of gaining a lot of weight keeps people from quitting cigarettes” Smoking Status Women (%) Men (%) Never Smoked 59.0 51.5 Formerly Smoked 63.1 53.6 Currently Smoked 59.9 47.3 SOURCE: National Clearinghouse for Smoking and Health (194). Sims observed no change in resting metabolic rate, thermic re- sponse to exercise or meals, and no change in serum T3 or T,4 (175). Further research is necessary to define the degree of weight gain after cessation of smoking, the mechanisms by which it occurs and the ability to modify it by educational or behavioral interventions during and after cessation attempts. TREATMENT RECOMMENDATIONS Perri, et al. recommend that smoking cessation programs with a behavioral emphasis be comprehensive, multifaceted, long- term, and that they include self-reinforcement and problem- solving procedures (140). Given the difficulty for some women in simultaneously dieting and attempting to quit smoking, smoking withdrawal programs should adopt a total approach to health, including advice on dieting, exercise and the immediate benefits of abstinence (150). Marlatt and Gordon write that relapse potential is greater for individuals whose daily schedule fails to include some rewarding or pleasurable activity (120). It would appear useful to attend to this issue in smoking treatment programs. A social support hypothesis is frequently cited in the treat- ment literature to explain gender differences in quitting. It is often suggested that women do better than men in programs that provide amaximum amount of social support, and tend to do worse in situations where program support is low or outside factors militate against quitting. For example, Resnikoff, et al. were able to differentiate between those women (but not men) who did poorly in group-plus-medication treatment and those who did well using the Social Introversion Scale of the Minnesota Multiphasic Personality Inventory (149). This scale measures the degree of discomfort in social situations and the presence of outgoing tendencies. Women scoring high on this scale (shyer, more socially introverted) were less likely to quit than low- 319 scoring women. This study provides just one example of th observation that social support seems to be of lesser consequenc to men in quitting smoking, although spousal support is impo tant (170). As the overall categories in Tables 9-13 show, women do mor poorly in treatments characterized by less individual attentior such as education and pharmacotherapy, compared with th categories of psychotherapy and behavior modification, wher contact is usually maximized in a small group or in a individual-to-therapist setting. Dubren reports that twice as many women as men participate in a television stop smoking campaign, but that fewer wome stopped smoking—presumably because of a lack of support (52 Guilford found that when men and women participated in grou programs, success and failure rates were the same for both sexe (78). When they did not attend group programs, men maintaine the same success rates, but women achieved markedly lowe rates. There is also support for the notion that groups are pa ticularly effective for women if they are sexually homogeneot (44,78). Tamerin writes that the group can provide support, en pathy, and shared identification with others going through similar process (187). The group also provides an avenue fi affective expression, so that the relevance of cigarettes to psyc! osocial events and the personal meaning of giving them up can } discussed. Given the differential reaction of men and women * quitting smoking, as well as the traditionally greater willingne: of women to discuss affective issues, it is not surprising th: all-female smoking-cessation groups have been particularly a tractive. Marlatt and Gordon studied the circumstances under whic smoking relapse is most likely to occur (120). They claim th: experiencing stress in the form of a negative emotional stat social pressure, or interpersonal conflict is likely to lead to smo ing among those who are attempting to abstain. The occurren: of a full-blown relapse, however, can be attributed to the cogr tive reaction to stress-induced smoking. Many individuals wl are trying to abstain view a single slip as evidence that they ha: failed, rather than as a natural and predictable reaction to stressful situation. Marlatt and Gordon advocate teaching tho who are trying to quit the importance of not viewing relapse in : all-or-none manner. Rather, they suggest teaching smokers “plan for a relapse,” to become psychologically prepared to a cept a slip as a natural part of the difficult process of quitting Another factor that appears to influence the success of wome in treatment programs is smoking by significant others in the environment. Kanzler, et al. found a significant trend for wom 320 to give up smoking if no one in their daily environment was a regular smoker (104). This trend was only slight for men, al- though spousal encouragement was related to success in one large study of smoking cessation treatment in men (170). The influence of the smoking behavior of significant others on female _ attempts to quit has been repeatedly pointed out (14,201,204). Sensitizing friends and relatives who are smokers to this prob- lem, and advising discretion in smoking behavior on their part, might increase treatment effectiveness for women. CONCLUSIONS ‘Treatment programs should specifically deal with means of handling anxiety and tension, ways to combat weight gain, and should prepare smokers for mini-relapses. Social support should be maximized. It may be increased through choice of treatment modality, networks of “buddies,” friends and relatives, and the involvement of spouses. It should be possible to capitalize on the heavy commitment of women to the health care system, both in terms of their own use and their role as family providers. Health professionals need to devise targeted interventions for women with this in mind. Dissemination of Information About Smoking HEALTH ATTITUDES AND BEHAVIORS The extraordinarily serious health consequences of smoking have not deterred almost 30 percent of the adult female and 37 percent of the adult male population from smoking regularly. Seventy to 80 percent of these smokers agree that cigarette smoking is harmful, is a health hazard that requires action, and causes disease and death (194). Former smokers and nonsmokers take a much stronger stand on these three points, ranging from 87 to 96 percent agreement. Gender differences are very slight. The value placed on health compared to other positive life goals was slightly lower for smokers than nonsmokers, and high- est for ex-smokers (194). Out of a maximum factor score of six, current smokers averaged 4.66 (M = 4.55, F= 4.81), and nonsmok- ers averaged 4.82 (M = 4.68, F = 4.9) and ex-smokers averaged 4.89 (M = 4.78, F = 5.06). The higher scores of women support their traditional concern with health in our culture but they are in- congruent with recent smoking trends (114). Fewer current smokers than nonsmokers and ex-smokers re- port having personally known someone with coronary heart dis- ease, lung cancer or emphysema/chronic bronchitis. This finding may be attributable to a process of denial. Only about one-third 321 of current smokers admitted knowing someone personally whose “health” was adversely affected by smoking while over 60 per- cent of nonsmokers knew such a person. Clearly, mechanisms must be operating in smokers to reduce cognitive dissonance caused by their behavior and their knowledge of the health con- sequences of their behavior. One of these mechanisms may be to deny that the health problems of others are connected to smok- ing. A related issue is that of compliance. The term encompasses a host of behaviors, all related to following medical recom- mendations: seeking care when serious symptoms appear, tak- ing medications, having follow-up examinations and procedures, and doing breast self-examination, to name only a few. A large number of studies have been performed in this area, and there is no evidence that one sex shows greater propensity to be com- pliant than the other (90,114). Thus, we would have no reason to expect that women and men would respond differentially to doctors’ advice to change their smoking behaviors, at least from this literature. Women in our society are more involved with health care serv- ices (114). They arrange for those services and act as role-models for children. This function would have great information deliv- ery potential. SOURCES OF INFORMATION There are a variety of ways that people can learn about the health consequences of tobacco use. The information gathered from and effects of tobacco company advertising will be dis- cussed separately below. The major sources of information fall into a number of categories. Health Care Providers The influence of physicians and nurses as communicators of information and as exemplars of healthy life styles has been the subject of much research (198). The greater concern about health among women, and their greater contact with health profession- als, provides an obvious avenue of intervention (114). Health professionals should be continuously reminded of their potential impact and advised to use it to influence women to reduce smok- ing. Physicians are considered the most authoritative source, with the greatest potential for influencing patient behavior. From the self-report of adults, physicians are not delivering enough anti-smoking information and advice. In 1975, a full 64.6 percent of male and 60.8 percent of female current smokers 322 claimed that they had never received advice from any doctor about quitting, cutting down, or continuing smoking (194). About 19 percent of male and 21 percent of current female smokers had been advised to quit. Combining advice to quit and/or cut down, the percentages rose to 34.8 percent of men and 37.7 percent of women. In 1970, the percentages of men and women who re- ported such advice were 30.2 percent and 34 percent, respectively (193). A somewhat lower estimate of physician advice was ob- tained from an ongoing nationwide study involving approxi- mately 8,000 people (184). Advice to quit or cut down was reported by 22.4 percent of the subjects, and lack of advice by 77.6 percent; there were no significant gender differences. A survey of physicians’ opinions about smoking and health in the mid-1960s revealed that 38 percent claimed they advised “all” or “almost all” (95 to 100 percent) of their patients who did not have smoking-related disorders to quit or cut down (76). Eighty-eight percent of physicians claimed they gave such ad- vice to patients with lung and pulmonary conditions. Nurses spend more time in direct patient contact than do physicians and can exert a major role in delivering information as well as serving as exemplars. Most nurses are aware of this responsibility (60,75,135,195). Only 10 percent of nurses claimed to discuss smoking and health with “almost all” or “most” (65 to 99 percent) of their patients or students (135), Another 21.5 per- cent claimed to have discussed it with 35 to 64 percent of patients or students. Only 50 percent of current smokers, compared to 65 percent each of former smokers and nonsmokers, suggested stopping to 5 percent or more of their patients and students. While the identical question was not asked of nurses in the 1975 survey, a number of valuable questions relating to exemplar status were posed (196). In almost every case, current smokers took the weakest position on exemplar role, former smokers were in between, and nonsmokers were strongest. For all questions, the proportion of nurses who agreed “strongly” or “somewhat” with the statements of exemplar role is reported here. Regarding their own behavior, 69.5, 91.7, and 94.5 percent of current, former and nonsmoking nurses respectively felt that they should set a good example by not smoking. This percentage varied according to work location. Lowest percentages were given for hospital duty (70.0, 83.8, and 89.2 percent for current, former and nonsmokers respectively), intermediate for private physician’s office (79.9, 86.7, and 90.5 percent, respectively, and highest for private duty (91.1, 91.4, and 94.4 percent, respectively). A much lower rate of agreement about not smoking in public while in uniform was obtained; only 44.4 percent of current smokers, 67.1 percent of former smokers, and 72.8 percent of nonsmoking 323 nurses concurred. Nurses believe that it is their responsibility to convince people to stop smoking (64 percent of smokers, 74 per- cent of former smokers, and 64.8 percent of nonsmokers). Approx- imately 54 percent of smokers, 81.3 percent of former smokers, and 82 percent of nonsmokers said they had tried to persuade someone other than patients to quit, and a much higher percent- age reported convincing someone not to start (83.4, 78.6, and 75.8 percent, respectively). Finally, 52.1, 78.2, and 85.4 percent of the respective groups agreed strongly or somewhat that nurses should be more active in speaking to lay groups. Given the possible role modeling effect of female nurses, a need exists for adequate preparation of all health professionals in smoking and health counseling. This preparation should include education on the health hazards of smoking as well as effective methods of counseling patients. There is little information available about the role played by other health care providers in dissemination of information or discouragement of smoking behavior. Nationwide campaigns are currently being aimed at physicians and dentists to increase their commitment to and involvement with this task. Other health care providers should be encouraged to take a more active role and adopt exemplar status as well. Educators Adult educators include those in schools and colleges, job training, community organizations (churches and other reli- gious groups, Young Women’s Christian Associations, and Red Cross, civic organizations, social service groups, cultural groups) and in school-based programs for parents. There are large number of sources of information about smoking available from educators in adult settings and in programs for parents. These have been studied in-depth and reviewed elsewhere (188, 198). The frequent contact with and involvement of women in the school system should provide excellent opportunities to provide female-oriented information. Peer Group This group is an important, influential source of information on behavior. Evidence is strongest for the effect on initiation (addressed earlier in this Part). In two studies of British work- ing class women, the peer group was an important source of information about smoking and pregnancy (11,74). Other strong relationships within the lay adult community have also been reported (118,201). 324 Family Significant others, especially within the family, have been shown to be primary sources of information to pregnant women (11,74). The female relative may serve as a particularly impor- tant role model for black women (201). Smoking initiation is strongly influenced by parental smoking habits in teenagers (addressed earlier in this Part). In married couples, smoking patterns tend to be congruent; this almost enforces a sharing of information and makes it especially important in quitting ef- forts that couples stop together or are very supportive of the new ex-smoker (77,118,170,216). Media: Television, Radio, Film, Newspapers, Magazines The use of the mass media as a source of information as well as a tool in effecting cessation has been extensively developed in recent years (55,188,193,198,202,214). Since women are almost exclusively the target audience of women’s service magazines, effort should be devoted to using this medium to provide information on smoking and health, ces- sation techniques, and clinic availability. These magazines have not adequately disseminated information on smoking and health. One of the principal reasons suggested for this failure is the power that tobacco companies wield through the economic in- centive of advertising (178). Only one women’s service magazine does not accept cigarette advertising in the United States. Frank admission of the economic dependency upon such adver- tising has been made. Not a single leading national woman’s magazine that accepts cigarette advertising in 7 years of publi- cation printed an article “... that would have given readers any clear notion of the nature and extent of the medical and social havoc being wreaked by the cigarette-smoking habit’ (178). Smith goes on to point out that those magazines that do not accept cigarette advertising, or have no advertising at all, have done considerably better at informing their readers of the health risks of smoking. Advertising In recent years, advertising in the United States has been directed specifically towards the women’s market, with themes as diverse as the emancipation of women, the first woman (bi- blical reference), romantic love, and the independent single woman. Most girl smokers have a positive impression of the 325