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It’s interesting to see that Zippo marketed to women. Both my parents were lifelong cigarette smokers and my mother always used matches as far as I remember. My dad on the other hand always had a Zippo. He used to let me put the new wicks and flint in. Different thoughts on smoking in the 60s and 70s, I think we were conditioned to smoke as kids.
Women have been more voracious cigarette smokers over the decades than men. And it's reflected in the ad copy. We men have been lucky in that we primarily take it up for relaxation, and that it is provided in so many forms to us. Not necessarily so for the ladies. Many ladies are not going to puff on pipes or cigars, or stuff in the chew. All they have that has been considered socially 'acceptable' are cigarettes.
Besides the greater cultural variety of tobacco forms that have catered to the men that women tend to eschew, many women have smoked over the years as a form of weight control.
And that is a very big reason for them. Their figures.
It's perhaps the reason that for many decades, the number one cause of death for women was from heart disease. So many of them smoked cigarettes (and still smoke today). But until women's lib drove them out into the workplace, most did it discreetly at home or socially.
And for a lot of years in recent years, to prove it, all you had to do was be at any convenience store around 5:30 p.m. on a weekday. They would run you over to get their next packs! With the war on tobacco, that is slowly changing. But I still see the after work stampede at the nearby Wawa many days.
So lighters, especially table lighters, were fairly popular with the ladies over the years. Especially if a man could have the honors!