The left image from the 1997 Capri “She’s Gone to Capri” campaign includes a model; the right image from 1999 excludes the model from the same scene.  The left image from the 1997 Capri “She’s Gone to Capri” campaign includes a model; the right image from 1999 excludes the model from the same scene. Like Satin, Capri targeted highly feminine women who felt a need for a luxurious escape from life’s stresses. Brown & Williamson found that excluding models from the ads and using impressionistic print techniques enhanced the dreamy, escapist feel of the image and created a more personal place to which the target audience could escape. S J Anderson et al. Tob Control 2005;14:127-135 ©2005 by BMJ Publishing Group Ltd