Date: 1931
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: Your Adam's Apple
Theme: For your Throat
Keywords: Female, Throat, Irritation, Pure
Quote: Touch it your Adam's Apple - That is your larynx- this is your voice box it contains your vocal chords. When you consider your Adam's Apple, you are considering your throat your vocal chords.

Comment: The woman featured in this ad is model and actress Leone Sousa (1910-2001). Sousa was one of the Ziegfeld Follies performers in the 1930s. Originally from Elsinore, California, she traveled to New York as a model for the John Robert Powers agency and became so famous and popular that she introduced Coco Chanel s couture line in Paris after being asked personally by the fashion designer herself. She performed with the Lucky Strike Dance Orchestra, also known as The Hit Parade Variety Show.

Your Adam's Apple

This series of Lucky Strikes ads ran from May to October of 1931 and featured images of beautiful female starlets. The celebrities reached for their throats while claiming that Lucky Strike expels harsh irritants. The ads urged consumers to consider your Adam s Apple!! which indicates that though women endorse the product, the ads may be targeting men; however, the ad defines Adam s Apple as the larynx, containing the vocal cords, which indicates that Lucky Strike may consider this appeal to target both genders. An arrow pointing to the woman s throat claims that Luckies are always kind to your throat. Most ridiculously of all, the copy text claims that the harsh irritants in cigarettes are somehow miraculously removed during the toasting process; when the irritants are removed, Lucky Strike supposedly sells the irritants to manufacturers of chemical compounds.

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