lucky strike

                This early advertisement for Lucky Strike cigarettes is aimed at the white middle class of the early 60’s. The character in the advertisement is somewhat attractive and based on her style of dress it is obvious to see that she has a moderate amount of money. The lady is wearing a one piece bathing suit instead of a typical two piece, because in the 60s if you showed your abdomen you were seen as a slut or whore, so by the lady wearing a one piece it shows that she has sophistication. The advertisement  violates a few social norms, one example is that the advertisement suggest that this brand of cigarettes are healthy, when it is a proven fact that smoking cigarettes causes lung cancer, heart attacks, strokes, emphysema, bronchitis and some repertory diseases. No matter what brand of cigarettes all of the side effects are negative. The advertisement also states that the brand of cigarettes will help maintain your figure by being a substitution for food, when a person feels that they are about to over indulged the advertisement suggests a Lucky Strike cigarette instead. Though the advertisements main purpose is to sell Lucky Strike cigarettes, it is also selling other ideas. One idea that the advertisement is selling, is the idea that if you smoke Lucky Strike cigarettes you will be in better shape than a person who eats regularly instead of smoking. Because the cigarette acts as an appetite filler without the calories, therefore you are able to maintain an ever youthful figure. Pathos and logos are heavily involved in this advertisement because, the lady has a smile on her face expressing her emotion as being happy with the cigarettes and it has logos, because it is logical for someone who wants to maintain their figure to smoke cigarettes instead of indulging in food.