There's a nautical term to describe a trim boat that we think applies delightfully to Abby. She is yare isn't she? And so, we hasten to add, is the Chesterfield King she always smokes.
This Chesterfield campaign is composed of a series of ads featuring women and their measurements (bust-waist-hips), printed in the men’s magazine, Playboy. One of Chesterfield’s slogans concerned its “21 great tobaccos make 20 wonderful smokes” (the number of cigarettes in one pack). For these ads, Chesterfield shortened the slogan to “21-20,” and found that it closely resembled the manner of recording women’s measurements (bust-waist-hips), particularly in the men’s magazine Playboy. Thus, in this series of ads, Chesterfield printed the measurements of a female models alongside their pictures, with “21-20” featured at the bottom of the advertisement. Chesterfield thus subliminally links its cigarettes with women and sex. Here, Abigail (35-22-35) is pictured in a hooded sweatshirt that barely covers her bare legs, smoking a cigarette on a sailboat. Her active lifestyle is also purposefully associated with the Chesterfields. The copy text reads, “There’s a nautical term to describe a trim boat that we think applies delightfully to Abby. She is ‘yare,’ isn’t she? And so, we hasten to add, is the Chesterfield King she always smokes” The Oxford English Dictionary defines “yare” as “ready for use” (definition 1), “nimble” (definition 2a), and “easily manageable” (definition 2b). This definition clearly places Abigail in the position of sex object, while also claiming that Chesterfields are smooth and easy. Chesterfield is clearly unapologetic for its blatant use of this woman’s sexuality in advertising its product. If the magazine reader would like a date with Abigail, he would have to send in 2120 packs of Chesterfields. Not only is clearly an outrageous and impossible number of cigarette packs to accrue in under a year, even for the heaviest smoker, the prize – ”maybe she’ll sign aboard” your yacht – is far from a guaranteed date. With this joke, the ad pretends to be transparent in nature. This bit of self-afflicted humor warms up the young reader.
Beach, boat, Female, Luxury, measurements, Playboy, sex appeal, sophisticated, woman, young adult