Rhetorical Analysis on Vintage Ads

Analysis, Pages 3 (594 words)

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Appealing to someone’s emotions is a powerful marketing strategy that has been utilized by tobacco companies for decades to increase their profits. Lucky Strike Cigarettes, for example, emerged in the 1920s with a catchy motto: “Reach for a LUCKY instead of a sweet”. The advertisement further claimed, “To keep a slender figure, No one can deny Lucky Strike. They are toasted so there is no throat irritation and no cough”. This particular ad was crafted to resonate with the average American woman of that era, enticing her with promises of both physical attractiveness and health benefits.

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The success of this advertisement in targeting women can be attributed to its focus on independence and sex appeal. In the 1920s, smoking was not just a habit but an accessory, akin to a clutch bag complementing a little black dress today. The notion that smoking could aid in weight loss and enhance one's allure made it all the more appealing to women. By tapping into women's emotions, reasoning, and credibility, Lucky Strike effectively positioned its product as a desirable lifestyle choice.

Moreover, Lucky Strike's slogan, “It’s Toasted”, emphasized the unique manufacturing process of toasting tobacco instead of sun drying it, resulting in a more flavorful smoking experience. This differentiation not only appealed to women's taste preferences but also reinforced the perception of cigarettes as a sophisticated and enjoyable indulgence.

The societal shifts of the 1920s, including women gaining the right to vote, ushered in a new era of empowerment and self-expression. Referred to as the “New Woman”, this archetype embraced bold fashion choices, including heavy makeup, short haircuts, miniskirts, and the adoption of vices like drinking and smoking.

The woman depicted in Lucky Strike's ad embodied this modern ideal, exuding confidence, allure, and a hint of rebellion.

By tapping into a woman's self-esteem and desire for transformation, Lucky Strike positioned its cigarettes as a gateway to embodying the ideal of femininity and sensuality. This advertisement exemplifies Aristotle's concept of persuasion through appeals to ethos, pathos, and logos, as it effectively convinced women to prioritize physical attractiveness and societal standards of beauty over potential health risks.

It is essential to recognize the historical context in which these marketing tactics were employed. The 1920s marked a period of significant social change, with women asserting their independence and challenging traditional gender roles. In this environment, advertisements like the one created by Lucky Strike played a crucial role in shaping perceptions of femininity, beauty, and desirability.

While the tactics used by tobacco companies in the past may seem manipulative or unethical by today's standards, they offer valuable insights into the power of marketing and persuasion. By understanding the historical context and societal norms of the time, we can appreciate the complexities of advertising and its impact on consumer behavior.

In conclusion, the advertisement for Lucky Strike Cigarettes from the 1920s serves as a compelling case study of how tobacco companies leveraged emotions, aspirations, and societal trends to promote their products. By appealing to women's desires for independence, sex appeal, and self-improvement, Lucky Strike successfully positioned itself as a symbol of femininity and allure. While the tactics employed may be viewed critically in hindsight, they offer a fascinating glimpse into the evolution of marketing and the enduring power of persuasion.

Cited page for Ad: http://vintagemindcontrol.tumblr.com