Date: 1931
Brand: Chesterfield
Manufacturer: Liggett & Myers Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: Female, Fashion, Mild
Quote: When choosing cigarettes for others, you can set no standard higher than Chesterfield's ownto give smokers what matters most: MILDNESS

Comment: This beautiful woman is shown in profile to accentuate her beauty. Her white gloves, fitted hat, and fur coat provide her with elegance and style. The portrait s illustrator was J. Knowles Hare (1884-1947), well known for his glamour and calendar prints, as well as his magazine covers and advertisements. He used his wife, Gladys Granger, as the model for most of his portraits.





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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