In 2007, Cheryl Kransnick
Warsh and Penny Tinkler wrote a historical article for Canadian bulletin of medical history, titled “In Vogue: North
American and British Representations of Women Smokers in Vogue, 1920s-1960s.” This
article studies “the image of a cigarette in a women’s hand” in the content of
North American and British editions of Vogue
from the 1920s-1960s and observes the smoking culture of women in response to
“social, economic, and political changes, as well as the initiatives and
fortunes of the tobacco industry.”
After the Great War, the
alignment of smoking with “Parisian haute couture” established the equation of
smoking and feminine elitism. However, the “powerful connection between smoking
and sophistication” gradually shifted since 1930s. Most notably in 1950s
America during Cold War, the highlife of fashionable elites was increasingly
domesticated. Along with the disappearance of women smokers from the pages of
Vogue, the confidence, which was the symbol for women smokers, was increasingly
confined within a restrictive heterosexual framework.
As Mad Men recreates the society in 1960s New York, the audience
observes the roles of women in this era. Especially, the smoking culture of
women in Mad Men is comparable to the
historical context from the journal, written by Warsh and Tinkler. Betty Draper
(January Jones), as a housewife character, represents the transition of smoking
culture from the sophisticated highlife to domesticated, middle-class life.
While, Joan Harris (Christina Hendricks)’s habit of smoking characterizes her
as a typical representation of independent and confidant female workers in
1960s New York.
The article traces the
historical context of women smokers and explains the roles of women observed
through smoking culture on the pages of Vogue.
Mad Men depicts smoking of different female characters, representing the diversified status of women, which is one of the
big themes in Mad Men season 1. Even though
the journal is not directly related to Mad
Men, it helps the audience to understand the implication of female
characters smoking in 1960s society, reconstructed in Mad Men.
References:
Warsh, Cheryl Krasnick C.
K., and Penny P. Tinkler. "In Vogue: North American and British
Representations of Women Smokers in Vogue, 1920s-1960s." Canadian
bulletin of medical history = Bulletin canadien d'histoire de la médecine
24.1 (2007): 9-47. ProQuest Natural Science Collection. Web. 4 Oct.
2012.
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