In this change was an opportunity for the tobacco industry, which began to advertise cigarettes directly to women. These often featured celebrities or society women endorsing the cigarette, and sometimes showed cigarettes as part of an elegant life. In these advertisements can be seen an attempt to link cigarettes to unrelated characteristics which a women might aspire to: glamour, fame, sophistication and elegance.
While cigarettes started to be advertised to women, manufacturers recognized that in women they had a huge untapped market. They would start to look for ways beyond simple advertising to encourage cigarette smoking in women.