Deadly Persuasion: Advertising & the Corruption of Relationships Pack of Lies: The Advertising of Tobacco You've Come the Wrong Way, Baby: Women & Smoking Marketing Misery: Selling Addictions to Women Slim Hopes: Advertising & the Obsession with Thinness Falling in Love with Food: Connection & Disconnection in Food Advertising Eating Our Hearts Out: Advertising & Obesity Under the Influence: The Advertising of Alcohol Uses Kilbourne's work has been cited and heavily discussed in academics, in both research journals and the classroom. In Tyson Smith's Pumping Irony: The Construction of Masculinity in a Post-feminist Advertising Campaign Kilbourne is cited for her statements on advertising alcohol in the article's section focusing on a campaign for Jim Beam bourbon, which sought to bring the young, white, middle-class heterosexual male. Though paraphrased, Smith references Kilbourne when critiquing the ad campaign, saying that alcohol consumption typically leads to addiction, and that alcohol brands aim to create a bond between the potential addict and the brand itself. The reasoning being that "the addict is the ideal customer" because "ten percent of drinkers consume over 60% of all alcohol sold." Kilbourne is further referenced in Smith's article, particularly about the link between drinking alcohol and the image of masculinity. The very concept of alcohol consumption is "seen as both rebellious and dangerous" and a rite of passage to become 'a real man.' Alcohol advertisements "walk a fine line between wildness and anti-social behavior" as Kilbourne said because ads typically depict personality changes in people after consumption, "normalizing" the change, and often associate the alcoholic product and defiance. The ad campaign itself, titled Real Friends, featured the 'everyday guy' such as the bar frequenter with text such as "If the chicks ask, we're watching the footy" rather than using the hyper-masculine image of men, yet reinforces the hyper-masculine stereotype since the men in the campaign are "assertive and defiant in the form of rejecting women's demands." Following the same theme of advertising and its impact on gender, Kilbourne and some of her work, the Killing Us Softly series and Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising were used for Reaffirming the Ideal: A Focus Group Analysis of the Campaign for Real Beauty. Recalling Kilbourne's idea that advertisers would not spend the supposed billions of dollars on ad campaigns if consumers felt advertisements had no effect on them, which the relationship between advertisers