The woman illustrated rides a giant tortoise against a blazing orange sun in this whimsical advertisement. Her effortless posture is sexual in nature, while the elongated whip in her hand is reminiscent of a cigarette in a cigarette holder, smoke swirling from the tip. This advertisement markets Murads toward women who want to experience sexual freedom and independence. The woman’s position on the tortoise, as well as the colors of the image, are reminiscent of those on the Murad pack in the upper-left corner. Whereas the woman on the pack is sedentary and in a classical setting, the modern woman on the tortoise is moving forward, literally taking the reins, The bright, contrasting colors are eye-catching and mimic the colors on the box. The artist, H.O. Hoffman, was a notable illustrator who designed over a dozen covers for The New Yorker. In keeping with the style of the magazine, this advertisement exudes modern sophistication.
Animal, Female, Luxury
