The Lucky Strike Girl

 

The Lucky Strike Company is a Tobacco company that was formed in Richmond, Virginia in 1871. Best known for its catchphrase “It’s Toasted”, Lucky Strike was the top selling tobacco company in the USA during the 1930s.  The company is also famously known for their advertisements portraying middle class people smoking Lucky Strike’s, along with a testimonial of its benefits. The lucky strike ad that I have chosen showcases the Lucky Strike brands early 20^th century advertising of which it is best remembered for. In this advertisement specifically, the testimonial shares that the flavour of a Lucky Strike cigarette will void the craving that woman has for sweets, thus keeping her figure trim. Through the use of testimonial by the fictional “Lucky Strike Girl” and the close up of her face to give an emotional appeal, this Lucky Strike cigarette ad largely embodies Marchand’s idea of advertising in the 1920’s and 1930’s in his book “Advertising the American Dream”.

This advertisement portrays a close up of a girls face with the tagline “I’m a ‘Lucky’ Girl”. This play on words is meant to signify that the character is a devout smoker of the Lucky Strike brand, and that by doing so she is fortunate (or “lucky”) because as the testimonial states she is able to stay thin and not give into the temptation of sweets. She no longer needs sweets because every time that she craves one she can just light up a cigarette instead. The testimonial that is placed in the ad is meant to work as a confessional, something that a viewer of the advertisement can identify with. By using the testimonial the advertisement invites the viewer to be familiar with the Lucky Strike girl. Familiarity with the model is also acknowledged by using a close up and therefore more personal image of the model, as if to imply that this could be the viewer’s friend who is sharing a tip about how to stay thin.

This advertisement also speaks as a clear indicator of early 20^th century advertising as the emphasis is put on the woman in the advertisement, and less on the product itself. The advertisement focuses on what the woman has to say about the product and what it does to benefit her, not just what the product is and how it works. This showcases that the advertisement is meant to not only sell a product but also sell a lifestyle that is attached to it. The advertisement attempts to sell to the consumer the lifestyle that if you are a Lucky Strike smoker you can either be the woman in the advertisement, or be with the woman in the advertisement.

The woman in the Lucky Strike advertisement is attractive, and appears to not be wearing much, if any clothing and is covered by the Lucky Strike brand. This bold statement of sexuality was not generally common in early 20^th century advertising. By placing the woman in the forefront of the advertisement it invites the viewer to look at or imagine the form of the woman even though we only see her from the shoulder up. Also by having the advertisement testimonial in reference to her figure, this further accentuates her appearance. The ‘Lucky Girl’ is portrayed as well put together and classy (an indicator which is given by her hairstyle which is neatly put together). She is also portrayed as daring which is referenced by her nearly nude figure. This woman is whom the Lucky Strike Company aims to target. It is clear however, that they are not only portraying the model as a sweet, but somewhat sexy version of a woman for the benefit of females, but also for the benefit of males. In addition, the model is painted, and not an actual picture of a woman. The woman that is being portrayed is for all intents and purposes ideal, and with the close up of her face, it uses the movie appeal which Marchand refers to in Chapter 3 of his book, and draws the viewer into the advertisement and make a connection with the model, and therefore the product.

Marchand notes in his book numerous times that testimonials and the use of glamour were two very important parts of advertising during the 1920’s and 1930’s. The emphasis on these commodities was because of the public’s change in priorities from practical use of products, to a lifestyle use. The Lucky Strike brand attempted to sell its products as a lifestyle, one that was cooler, more mature and more inviting than other cigarette companies. By portraying this advertisement with the emphasis on a beautiful woman, as well as the benefits to stay thin, it was meant to showcase both a visual and practical appeal to the consumer. Not only will you get the classic “toasted” taste of Lucky Strikes, you can also be cool, and stay thin at the same time. By using a testimonial to garner emotional appeal as well as the face of the Lucky Strike Girl to relate to the consumer, this advertisement was able to embody two important aspects of advertising in the early twentieth century, and two tactics which continue in advertising today.

 

References

Marchand, R., & Marchand, R. (1985).Advertising the American dream: making way for modernity, 1920-1940. Berkeley: University of California Press.