In 1980, the Office on Smoking and Health, a federal government agency responsible for leading strategic efforts aimed at
preventing tobacco use and promoting smoking cessation among youth, proposed to drop certain antismoking public service messages
featuring Brooke Shields because the model had recently been featured as part of a controversial ad campaign for designer
Calvin Klein. The ads featured the scantily clad underage Shields and sexually suggestive slogans. Understanding the value
of using Shields for television spots, posters, and print ads against smoking, the American Lung Association took over the
campaign to carry an important message to the young women of America. The comic image in this poster uses the popularity and
status of Shields to lampoon the glamorization of cigarettes in other forms of media and entertainment. Appropriating the
style of a magazine cover, the carefully placed cigarettes, with one sticking out of each ear, evoke a playfully negative
image of cigarettes and smoking. This association of smoking with ugliness or absurdity, and nonsmoking with beauty or empowerment,
has recently been used in a campaign by the Centers for Disease Control featuring model Christy Turlington.
Number of Image Pages:
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American Lung Association
Original Repository: The History of Medicine Division. Prints and Photographs Collection.
This image may also be accessed from the Images from the History of Medicine (IHM).
Reprinted with permission c2003 American Lung Association. For more information on how you can support to fight lung disease,
the third leading cause of death in the U.S., please contact the American Lung Association at 1-800-LUNG-USA (1-800-586-4872)
or logon to the Web site at: