Theme:
Targeting Women
Collection:
Women in Sports
Published:
1940
Brand:
Chesterfield
Manufacturer:
Liggett & Myers Tobacco Co.
Format:
Advertisement
Tobacco Type:
Cigarette
Comments:
Chesterfield targets young people in this ad by featuring a girl skiing expertly over a mogul. Her red and white outfit with its fashion-forward puffed sleeves solidly ties her to Christmas, as do the snow covered pines behind her. In this ad, Chesterfield ties the young woman’s healthy glow, her smile and her bravery to their cigarettes, as she waves the cigarette carton in one hand while holding her two poles in the other. Further indicating that this advertisement targets young people, is the indication that the carton would be a perfect gift for “your friends” rather than for your spouse.
