Date: 1932
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: Woman, female, Lupe Velez, movie star, actress, sex appeal, glamour, health, toasted
Quote: Hot Tamale! Lupe's been a Lucky fan for two yearsThere was no- what is politely called financial consideration for her statement. Gracias, Lupe!

Comment: This advertisement features a celebrity testimonial from starlet Lupe Velez, nicknamed the Hot Tamale, reflecting the attitude toward Hispanic women in this era. The ad makes sure to mention that they did not compensate Lupe for her testimonial. However, the ad doubles as publicity for her new film, The Cuban Love Song, and movie companies often made deals with tobacco advertisers which allowed their stars to be featured in ads for free if the ad would publicize the star s newest movie. Therefore, her lack of compensation is not indicative of a true sponsorship of the product.

Mass Marketing Begins

As the threat of tobacco prohibition from temperance unions settled down in the late 1920s, tobacco companies became bolder with their approach to targeting women through advertisements, openly targeting women in an attempt to broaden their market and increase sales. The late 1920s saw the beginnings of major mass marketing campaigns designed specifically to target women. Cigarette manufacturers have for a long time subtly suggested in some of their advertising that women smoked, a New York Times article from 1927 reveals. But Chesterfield s 1927 Blow some my way campaign was transparent to the public even at the time of printing, and soon after, the campaigns became less and less subtle. In 1928, Lucky Strike introduced its Cream of the Crop campaign, featuring celebrity testimonials from female smokers, and then followed with Reach for a Lucky Instead of a Sweet in 1929, designed to prey on female insecurities about weight and diet. As the decade turned, many cigarette brands came out of the woodwork and joined in on unabashedly targeting women by illustrating women smoking, rather than hinting at it.

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