Date: 1931
Brand: Chesterfield
Manufacturer: Liggett & Myers Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: Female, Fashion, Mild, Weight
Quote: It so happens I don't smoke But I've noticed recently that more of my girl friends are smoking Chesterfield, and I asked why.

Comment: This advertisement for Chesterfield features a glamorous woman lounging on a wicker chair. She explains that she herself isn t a smoker, but all of her girlfriends smoke Chesterfield. Her position as a non-smoker makes her attractive to those women who don t smoke but are considering taking up the habit, and also makes her seem like an exception to the rule. The copy draws particular attention to itself by complimenting Chesterfield s advertising campaigns: The advertising seemed to her to be the truth and the whole truth it wasn t always knocking somebody or something! Because the reader can check the facts with this last claim and see that it holds true (this advertisement doesn t knock somebody or something), it follows that the other two claims Chesterfield is mild, and the packaging is superior are true as well.

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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