For my research project, I will be analyzing the use of gender stereotyping in cigarette advertisements over a period of time. One of the most interesting advertisements I have found so far came from Jet magazine in 1974. The advertisement for Viceroy cigarettes depicts a man getting out of a stylish red sports car, and he is smiling while holding a cigarette. A young woman is sitting in the passenger seat. At first glance you would not even notice that the female was in the car as it seems that she is almost a part of the background. With the female in the passenger seat, playing a minor role in the image, the advertisement hints at the stereotypical role for a woman to be submissive, while the man is strong and powerful and therefore should take charge. Above the image there is a quote in large print, “He likes gutsy cars, lean women, custom threads. He wouldn’t smoke a boring cigarette.” The quote makes it apparent that this advertisement is intended for a male audience.