Lucky Strike Rhetorical Analysis

Topics: Cigarette, Lucky Strike Pages: 3 (904 words) Published: January 16, 2013
I chose to write about the "Reach for a LUCKY instead of a sweet" ad created by Lucky Strike cigarettes and how they appealed to the average American woman of the 1920's. We'll be going over what the average American woman of the 20's was as well as why they were so fascinated with smoking cigarettes. Didn't they know that cigarettes cause cancer? Didn't they know that they could die, and leave their loved ones behind because of cancer? Did they truly believe that cigarettes were the miracle to keeping them skinny? Or do you think that cigarettes were more of an accessory than a need to be happy and healthy? The truth is, ads like this target women who want to look sexy and keep their slim figures, or maybe even lose weight, but also believe that what they are doing is healthy. This ad was successful in targeting women because it specifically targeted women who were looking to be more independent and sexy. I believe it was successful in appealing to a woman’s emotion, reasoning and its creditability.

The "Reach for a LUCKY instead of a sweet" advertisement was created in the 1920's. They were known for their slogan "It's Toasted" which informed their consumers that their manufacturing method toasted their tobacco rather than sun drying it, making the cigarette's taste more desirable. This appealed to women because it told them that not only were cigarettes great for them, but they tasted good as well.

When women got the ability to vote in 1920, there launched an era of the "New Woman." They shortened their skirts, wore heavy make-up and hair products, cut their hair short, starting drinking and smoking. Notice in the advertisement a woman with short dark hair with her lips scrunched as if she was blowing a kiss. It speaks to a woman's inner attractiveness, the need to feel strong by the use of their provocative beauty. She is also wearing a lot of makeup, and bright red lipstick. She is also wearing what looks like a string top or string...
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