Adv adv adv - advertise, advertise, advertise. It's what PR is all about. Freud's nephew set up PR in 1920s. It was because the public were now literate and the world could not longer be run quite like the old boys club it used to be. Therefore consent had to be engineered. This was done using PR. Freud's ideas on sex and hysteria.
Women don't smoke? No problem, put out a few images of glamourous lady whoever with a fag in her mouth and the troglodyte women will smoke like dragons.
But of course nowadays you can't even call them women. That's the PR for you.