Theme:
Targeting Women
Collection:
Women in Sports
Published:
1956
Brand:
L&M
Manufacturer:
Liggett & Myers Tobacco Co.
Format:
Advertisement
Tobacco Type:
Cigarette
Comments:
Lucky Strike targets young women in this ad by featuring a girl with a powerful golf swing, her young boyfriend or caddie sitting on the bench behind her, watching, in disbelief, as the ball flies off into the distance. The man to her left is also interested in her swing, as he smokes an L&M himself. This image is compared to the image on the right, which features a nineteenth century woman playing croquet in high heels and a heavy dress, complete with a bustle as her male partner watches disinterestedly. “Free yourself from old-fashioned ideas,” the ad explains, implying that L&M cigarettes are ideal for the modern woman, who plays sports just as well and just as seriously as a man.
