experienced, the middle, with a massive Lucky Strike

experienced, emphasizing their individuality, distinctiveness and self-gratification. Figure 4 is an example of Lucky Strike ad that portraits a prominent, disciplined and professional character – Amelia Earhart, who was an aviation pioneer. The advertisement shows circular boarder, which holds thin, detailed black lines in foreground to make everything central, focused towards the middle, with a massive Lucky Strike cigarette pack visually appeared (bottom left). The young woman is directly looking at the viewer, involving and provoking them to take action, with the direct eye contact triggering a wave of female empowerment due to her bold stance. The slogan: “For a slender figure – Reach for a Lucky instead of sweet”, which is obviously targeted at women, gives a statement of choosing Lucky over sweets to avoid over-indulgence causing excess weight. This ad is effective because as an average middle class women in 1920s, the poster had emotionally effected the viewer as they would want to be independent, attractive and beautiful just like Amelia. Additionally, tobacco companies also mislead and attempt to appeal by promising slimming effects, supported by ‘slender figure’ from the poster, which manipulates the viewer by considering ‘I’ll try smoking Lucky Strike cause I want to be like her’. Another related example is figure 5 with the text ‘To keep slender figure, No one can deny…’ indicates how smoking Lucky would keep your body slim, healthy and beautiful just like the woman exposed in minimal dress, also to show individuality, self-confidence and self-respect.


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