We thank you for your patronage
Though at first glance it appears that Lucky Strike is utilizing a celebrity testimonial from Miss America in the above ad, the woman depicted is not Miss America. In fact, the Miss America Pageant (first held in 1921) was not held between 1928 and 1932, when this ad appeared. Instead, this advertisement salutes all American women for their patronage and their help in making Lucky Strike the best-selling cigarette in America in 1931. The model, then, is a glorious representation of the every-day woman, and a compliment to all women who see the advertisement. Additionally, the advertisement avoids FTC stipulation and controversy surrounding celebrity endorsements at the time, by skirting a real persona. The ad decidedly targets young women and seeks further sales to women. The woman’s white dress, long, white gloves, and white fur-lined cape resemble the cigarette itself, and the red shade of her cape is reminiscent of the red Lucky Strike target on the cigarette carton, demonstrating the ways in which a woman might make the pack match her outfit; Lucky Strike was concerned that the green color of their packs would push away female clients, because green clashed with the fashionable colors at the time. In the mid-to-late 1930s, Lucky Strike went to tremendous lengths to promote green as a fashionable color in order to attract more women to the brand.
Fashion, Female, Health, Luxury, Miss America, rich, sophisticated, Toasted, woman, young adult
