
March 23, 2016
The D Word: Smoke Gets in Your Eyes

In the smoke and mirrors world of advertising of the early twentieth century, cigarettes ads seduced women into becoming habitual smokers. No expense was spared to push the myth that sophistication was just a puff away. A series of Lucky Strike magazine ads featured stylized paintings of women decked out in their evening finery. While the graphic design and typography was insignificant, the marriage of persuasive text and evocative image, presented in full color layouts and published in targeted women’s magazines was irresistible.

Cigarettes were a staple in America. Yet even tobacco manufacturers acknowledged frequent coughing, throat irritation, and raspy voices. The last was, however, promoted a virtue along with other benefits: “Smokers everywhere are turning to Camels for their delightful ‘energizing effect’ … Camels never get on your nerves …” Lucky Strike took the homeopathic route with their motto “It’s toasted.” A typical ad read: “Everyone knows that sunshine mellows—that’s why the ‘toasting’ process includes the use of Ultra Violet Rays … Everyone knows that heat purifies and so ‘toasting’—that extra secret process—removes harmful irritants that cause throat irritation and coughing.”
Observed
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Observed
By Steven Heller
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