Evidence suggests a pattern of international tobacco advertising that associates smoking with success, similar to that seen in the United States. This development emphasizes the enormous potential of advertising to change social norms. As western-styled marketing has increased, campaigns commonly have focused on women. For example, in 1989, the brand Yves Saint Laurent introduced a new elegant package designed to appeal to women in Malaysia and other Asian countries. National tobacco monopolies and companies, such as those in Indonesia and Japan, began to copy this promotional targeting of women.
Magazines can lend an air of social acceptability or stylish image to smoking.
This may be particularly important in countries where smoking rates are low among women and where tobacco companies are attempting to associate smoking with Western values. Magazines that accepted tobacco advertisements seem less likely to give coverage to smoking and health issues. One of the most common advertisement themes in developed countries is that smoking is both a passport to and a symbol of the independence and success of the modern women. Events and activities popular among young people are often sponsored by tobacco companies. Free tickets to films and to pop and rock concerts have been given in exchange for empty cigarette packets in Hong Kong and Taiwan.