It’s very rare that cigarettes are used in fashion and advertising campaigns these days. Sure, there was Marlboro man, Marine Marlboro man and many other notorious tobacco-advertising campaigns.
But there’s been a shift of emphasis. As people continue to see that cigarettes are harmful and dangerous, legislators have slammed their foot down, making it harder for cigarette-makers to advertise and spread their message.
It is now suggested that cigarettes ruin your image. Bad teeth, damaged hair and affected sleeping patterns, the general consensus is that cigarettes aren’t as desirable as they were during the Marlboro Man period.
Then, there’s e-cigarettes – the seemingly limitless modern device which many regard as a healthier alternative to traditional cigarettes.
And as people continue to switch, many celebrities and fashion icons appear to be realising the health benefits, too.
Kate Moss is the supermodel known for her rock ‘n’ roll image. She’s dated high-profile rock stars and actors like Johnny Depp, Pete Doherty and is now married to The Kills man Jamie Hince.
She would always have a cigarette in her hand. But since the emergence of e-cigarette, she’s ditched smoking for vaping.
And she isn’t the only A-lister to make the switch to e-cigarettes. Other fashion icons and stars like Katy Perry, Leonardo DiCaprio and Ben Affleck have been pictured looking cool with their vaping devices.
But could e-cigarettes ever become widely fashionable like cigarettes have been in the past? They’re often interpreted as nerdy and laborious, but is that the thing these days?
E-cigs are generally considered a healthy alternative to traditional tobacco as they do not emit anywhere near the harmful chemicals that cigarettes do. So, unsurprisingly, many celebrities have attempted to kick the habit by switching.
E-cigs are so accessible these days, and with such a diverse array of exciting and prominent e-liquid flavours available, vaping could be considered a limitless and ever-evolving method of crave satisfaction.
Many e-cigarettes and vaping products are marketed in an appealing, fashionable way. And then there’s the celebrities, like DiCaprio, vaping away. Could images of cele-vapers turn people onto e-cigs?
There’s no doubt that cigarette advertising campaigns, like Marlboro man, Marine Marlboro man and more were aiming to get people on Marlboro cigarettes.
And the campaign succeeded. Within two years of the first Marlboro Man advertising, sales were at an astronomical $20 billion, a 300% increase.
E-cigs, like cigarettes in the 1950s, are on a seemingly unstoppable ascent to the forefront of communities worldwide. This isn’t an article dedicated to business or economics, but as an example, e-cigarette sales in the US are expected to reach $4.1 billion in 2016.
Now, lets have a look at a few infamous and widely circulated images of celebritiesvaping. Leonardo DiCaprio is such a notorious vaper, that PopSugar even went through the bother of compiling a slideshow of Leo vaping.
It’s not difficult to see why Leo has faced criticism from anti-vaping people. He’s a cool vaper. No-one in the right mind would dispute that. But has he normalised, or convinced people that vaping is the way forward? Has he convinced people that vaping can look cool?
After DiCapriovaped at the SAG awards, he divided the response on social media, which is rather typical of the divisiveness of e-cigs. Doctors believe that the pens could carry cancer risks.
One queried whether DiCaprio had just become more of a badass, and another Twitter user said they would consider vaping as Leonardo DiCaprio has just made it cool.
And then there’s Kate Moss. One of the most successful models ever, she loves her e-cigarettes so much that she forked out £2,000 just for her e-cigs to be delivered to her after she forgot to take them on holiday with her.
One of the coolest women on earth vaping is bound to make e-cigs look desirable, and her trusty e-cig is going to grow in popularity.
E-cigarettes, based on the amount of users and value of the market, certainly seem to be the new cigarettes these days. And, in-turn, this leads e-cigarettes into media and marketing.
They’ve received exposure from celebrities, use in music videos and film, and it’s difficult to disregard the connection between this surge and the growth in popularity worldwide.
It certainly appears that marketing and fashion plays a big role in swaying people. What do you think? Do you agree with making smoking or e-cigs fashionable? Why and Why not?
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