Women in the advertisements were often the ideal image, or what the ‘average’ woman hoped to be. Indeed, these young fashion-conscious women represented the modern notion of womanhood, and emphasized personal pleasure, individualism, and independence, concerning themselves with appearance and hygiene.
Ultimately, women say cigarettes as symbols of freedom, a sign they were their own person, going beyond society’s narrow roles and notions of liberation. Smoking became a trademark for emancipation and modernity, and cigarette advertisements directed at women became commonplace in the 1930s: “Confident and sophisticated fashion models reinforced the centrality of the cigarette to the interwar feminine modernity.” The women in the advertisements, particularly after 1934, were often holding a cigarette or resting their hands on a cigarette package.
A major element of the image of the social elite, was the sophistication of women who drank and smoke cigarettes, despite the taboos that had inhibited such behaviour prior to 1929. It was used especially during high periods of stress and anxiety, as it helped provide a calming effect, and enabled better control of emotions. Furthermore, nicotine was often used to keep women awake and alert, as well as physically attractive. In order to overcome the resistance, advertisers used fashionable, exotic, elite women in the advertisements to demonstrate the allure of cigarette smoking. Since lower-class women were often addicted, smoking had a negative opinion among elite women, and health problems were becoming more conspicuous.
The freedom for women to smoke was an inevitable development of the culture of consumerism, which was connected to the acquisition of material goods and mass production.Īlthough the upper-middle-class women were featured in the advertisements, feminine modernity in print media was also directed at the modern middle-class women. During the Depression, these activities became more appealing to women when golf clubs were forced to allow female customers to maintain business. As a result, Lucky Strike campaigns incorporated fun-loving, sophisticated lifestyles by portraying golf, tennis, and yachting activities in the tobacco advertisements. The linking of women’s emancipation with an addictive product is deliberate.” Lucky Strike incorporated celebrities, and elitists to help promote the cigarettes by popularizing the image of a fashionable, upper class lady who, while smoking, still appeared stylish and respectable. Appeals to Western images to emancipated women are combined with the lure of the modern consumer lifestyle. Indeed, Virginia Ernster states: “Although only the elite in the developing world can consume in a truly Western manner, cigarettes fulfill this promise in an inexpensive form. Advertisements aimed to appeal to the domestic lifestyle of women. Many ads featured a fashionable, thin, upper class Caucasian woman, sometimes holding a cigarette.
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