Let's Smoke Girls – img0552

Targeting Women

Let's Smoke Girls

1955

Old Gold

P. Lorillard

Advertisement

Cigarette

Straight from the shoulder

This advertisement literalizes a common turn of phrase—to speak straight from the shoulder means to speak bluntly or directly. Here, a woman looks seductively over her shoulder, cigarette burning in her perfectly manicured hand. The slogan, “If you want a Treat instead of a Treatment” associates Old Golds with pleasure, but also begs the question, is the woman the treat, or the Old Gold? In either scenario, the woman’s sex appeal and strength shine through, and women might admire her for her independence.

adult, Female, glamour, Luxury, nude, sex appeal, sophisticated, woman