Date: 1930
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: High Fashion
Theme: Targeting Women
Keywords: woman, luxury, fashion, mother, daughter, Miss America, rich, female, bridge
Quote: I prefer Luckies and so do my daughters

Comment: This advertisement was featured on a bridge card and depicts a glamorous unknown woman on the front. The back of the bridge card reads, A small thing, of no great value but a sincere gesture on our part to Miss America, a mark of our appreciation of her favor. the Miss America Pageant (first held in 1921) was not held between 1928 and 1932, when this ad likely appeared. Instead, this advertisement salutes all American women (both mothers and daughters, all glamorous) for their patronage and their help in making Lucky Strike the best-selling cigarette in America in 1931. Additionally, the advertisement avoids FTC stipulation and controversy surrounding celebrity endorsements at the time by skirting a real persona.

High Fashion

Throughout the decades, tobacco companies have capitalized on fashion, glamour and beauty to market their products to women. Most notably, in 1934, Lucky Strike staged a Green Ball at New York City s Waldorf-Astoria, with every intention of making green, the then-color of a Lucky Strike pack, more fashionable for women so they would buy Luckies; fashion designers, reporters, socialites and many other influential people in the fashion world were in attendance at the Green Ball, while everyone thought some mysterious benefactor hosted the event. The 1920s saw the fashionable yet daring woman emerge in cigarette ads, while the 1930s saw a glamorous beauty, dripping in luxury. The Great Depression was the impetus for this latter type of woman, dressed in a ball gown, fur and gloves and jewels. The everyday woman could live vicariously, or might feel that she could adopt some of that luxury for herself by smoking the brand of cigarette advertised. Often, tobacco companies turned to chic celebrities to hawk their products, relying on their trendsetting ways to make the sell. Fashion trends change, but tobacco companies addiction to manipulating women through these trends has not changed. The models in Virginia Slims advertisements of the 1980s wore fashions which scream 80s, and the women in the ads of today can be seen in anything from trendy resort wear in a tropical setting to skin-revealing club wear. Whatever the case, tobacco companies know that if a woman sees a model in an ad who looks attractive, she will want to emulate her.

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