A study examined the changes that have occurred in the content of cigarette advertising in magazines from 1945 to 1985 in the context of changes in the product itself, in advertising science, and in government regulation. Specifically, the study examined how advertisements had changed in terms of format, brand segmentation, major sales point or theme, and content. Cigarette advertisements appearing in 18 different magazines from 1945, 1955, 1965, 1972 and 1985 were coded, for a total of 352 ads from a variety of magazine formats: news, feature, men's, women's, sports, and popular culture. The results indicated that advertisements have changed a great deal in these four areas. Current ads run the gamut from a stress on product attributes to an emphasis on lifestyle and image-related themes. Ads have moved toward the full-page four-color pictorial with a people-dominant message. The most significant change has been a steady reduction in the copy block as advertisers have turned toward less copy-intensive image appeals. Brand segmentation based on length, filter, menthol and packaging has also increased. The taste/flavor appeal has shifted to an image appeal portrayed as part of enjoying a social situation or lifestyle. "Men doing things" has been the dominant category of content, even in ads in women's magazines. Ads showing both men and women have become more frequent, while those showing product usage have decreased in frequency. (Tables of data and notes are included, and the content analysis score sheet is appended.) (HTH)