World War Two Marlboro advertising targeted wealthy society women with tasteful ads that mimicked those sleek black-and-white clothing ads found in newspapers. Square shouldered apparel was popular during the war, and the focus of these ads seems to be that incredibly sophisticated women needed a luxury cigarette to complete their ensemble. Sometimes, these one color magazine ads hinted at Marlboro’s involvement in the war by picturing a very small portion of a soldier or sailor’s uniform. Millions of American women supported the war effort by working as “Rosie the Riveter” in shipyards and factories. Oftentimes, these jobs as boilermakers and welders were hazardous but essential in helping to beat the enemy. Besides the defense industries, though, other women, perhaps with the elite backgrounds that Marlboro targeted, contributed by filling “essential civilian” jobs such as librarians, air raid wardens, or by volunteering their time as a USO (United Service Organizations) hostess.