They leave no objectionable odor on the breath.
The woman depicted in this advertisement appears younger and more delicate than most women appearing in contemporary advertisements of 1927. Her haughty posture and poised cigarette contrast with her upswept bun and full-skirted gown. Perhaps a rebellious debutante, this young woman is certainly alluring. The outline of her legs can be seen through her flowing skirts. The well-known Italian-born pin-up artist who illustrated this advertisement, John Lagatta (1894-1977), was skilled in portraying the sexual allure of a woman’s body, often illustrating advertisements for Lingerie companies like Laros Lingerie. Lagatta was later the artist for many Lucky Strike cigarette advertisements also intended for a female audience. This ad’s tagline, “They leave no objectionable odor on the breath” is primarily targeted toward women, who were concerned by the breath-tainting aspects of cigarettes as well as finger-staining and lip-staining. The cigarette holder this woman uses for her cigarette is a testament to the latter concerns, intended to keep the staining tobacco as far from the fingers and lips as possible.
Cough, Health, Throat
