According to a 1994 study by the American Medical Association, the number of smokers continues to drop in nearly every age, race and sex group. Teenage smoking, however, has not declined, and the smoking rate for teenage girls is still rising. A 1996 survey by the Centers for Disease Control and Prevention found that teenage smoking overall is steadily increasing and that 40 percent of white girls smoke, making them the most likely of any group to smoke. The reasons why girls smoke are varied, but one of the more common reasons, females say, is simply that smoking is the cool thing to do. Although boys often cite the same reason, girls seem to be more susceptible to advertising and image.
Women are more image-conscious.
Cigarette companies never denied aiming advertising toward women, but they have been vehement in denying that they focus adertising toward children and teenagers. Still, a 1995 survey conducted by researchers at Indiana University at Bloomington and the University of California at San Diego found that advertising was a greater motivator for teenage smoking than either peer pressure or family influence. And teenage girls in particular are dual targets for advertising, which may make them more likely to start smoking. Another factor in the effectiveness of advertising on teenage girls is the belief that smoking will result in weight loss. It really does make you lose weight.