So Sophie,

As a smoker, I've long been confused by 100's. Why are they marketed to women? I mean, it seems like a waste on the part of tobacco companies -- wouldn't women just smoke regular cigarettes if the longer ones weren't there?

-Long and Smoky

Hey Smoky,

f we were all able to find out what exactly the cigarette industry was doing, we'd all be a part of Big Tobacco and there'd be no reason to wonder. Since we're not, I took it upon myself to do a bit of research on the subject. Do you know what I found out? Cigarette companies are really tight-lipped about their research.

From what I could find out, the target audience for 100's (so named because they are 100 mm long) is females between the ages of 18 and 49, with an income of greater than USD $10,000 per year. The income level is where it's at because they want the smokers to be able to purchase enough cigarettes to get hooked, thereby ensuring revenue for years to come.

According to RJ Reynolds, "Different segments of the smoking population have established preferences for taste, packaging, cigarette length, etc. That is why manufacturers offer such a broad range of styles -- to meet those expressed wants... females look for more situational cues to smoke. While they are more concerned and worried about smoking, they still report smoking more in social situations and are less likely to quit."

A large portion of the packaged cigarette smoking public, especially women, favor the greater length and the assumed additional mildness a long smoke provides. Come on... like that's shocking anyone? Men the world over have known for centuries that, all other factors being equal, women will choose length. Couple that with "assumed additional mildness" and you've got yourself a guaranteed best seller.

Most 100's are smaller in diameter than their manufactured King-sized siblings, too, providing a better fit for the smaller, daintier feminine mouth.

Basically, what I am getting out of this whole thing is that the tobacco companies know that women have an oral fixation, especially in social situations, and they made longer cigarettes just to keep something in women's mouths for as long as possible. Maybe they figure we'll be quiet that way. Maybe they thought that since women talk more, that there had to be a longer cigarette just so that there'd be the same amount of smoke inhaled by the time the whole thing is done.

So Sophie,

I'm a heavy smoker who has trouble going for any length of time without having a cigarette. Are there any occasions during which smoking is just totally unacceptable?

-Chimney Sweep

Hey Chimney,

ou do realize, of course, that smoking in any sort of social situation outside of a bar is now pretty much frowned upon, right? It's just not done. You certainly would not light up in a friend's home unless specifically invited to do so, and even if you're in the smoking section of a restaurant it's still considered good form to obtain the permission of your dining companions before starting.

What I'm telling you right now is just common sense. Let's see for a moment what Amy Vanderbilt has to say on the subject.

With smoking so common, we sometimes forget that there are times and places where one never smokes, even though not so reminded by a "No Smoking" sign. Members of the assemblage in any religious ceremony taking place at home, a wedding, christening, or a funeral, do not smoke - just as one doesn't smoke in church or, if he has any consideration, in elevators. Getting into an elevator "palming" a lighted cigar or cigarette is threatening yourself or fellow passengers with possible burns if the elevator becomes crowded or there is an accident.

You never walk, smoking, into a sickroom or nursery. In a sickroom, if the patient is smoking, you may smoke if invited to do so and are careful not to leave ashes and butts behind you to make the atmosphere unpleasant."

Women should not smoke when walking on city or town streets, although on open country roads thay may if they wish. Unattractive is the woman who insists on smoking while driving - especially if she leaves the cigarette in her mouth (which also makes her look very tough).

No one riding with others in a taxi or automobile should smoke without permission of the others. And used matches and butts should not be ground out on the floor. If no receptacle is provided, snub out the light against the sole of your shoe and discard the butt out the window.

Amy actually has more to say, but those are the highlights, unless you're worried about smoking on someone else's sailboat, but really... who has those sorts of problems? Aside from the written etiquette rules and never smoking where there are clearly posted "No Smoking" signs, I think you're safe just following the basic rules of courtesy and common sense.