Conclusion

In conclusion, the advertisements appealed to the women’s desires, the underlying message was often to promote an ideal image of what women should or want to be like, which was affiliated with the smoking of tobacco products. Initially, it was used to symbolize emancipation and freedom, but later became about weight loss, femininity, and elitism. The women in the advertisements were portrayed in a utopic manner, as it was not common to be able to sustain the image presented in reality due to the hardships of the Great Depression. As previously stated, the commodity did not necessarily sell, but the image did. As a result of the extensive campaigning, the American Tobacco Company under President Hill was able to reach the top of the corporate ladder with its Lucky Strike brand and remained the best-selling product ahead of Camels and Chesterfield until the 1950s. Nonetheless, the health effects of nicotine consumption were later discovered and despite the success, the advertising ultimately caused more long-term damage to both the self-esteem of women and the overall health of the American population.