Fig. 5.

The ad on the left, showing a female and male rugby player, circulated in 1995. The Japanese copy states “It’s true that we have separate locker rooms. But there is just one field. And there is only one goal.” Virginia Slims Lights Menthol is the line extension featured, with the ad copy implying that this cigarette has captured an “ease of smoking”. The ad on the right, depicting a woman sparring, circulated in 1997. The Japanese copy, in the upper left side of the ad, states “My indulgence,” while the lower left side copy claims “Be who you are, always.” Virginia Slims One is the line extension featured, with the ad copy claiming “The smoke emitted from the end of the cigarette has been reduced… Not much smoke, gentle 1 mg”. The health warnings depicted in the ads state: “There is risk of damage to your health, so be careful about smoking too much”