Wednesday, April 25, 2007

Lucky Cigarettes

George Washington Hill was a president of the American Tobacco company. He spent his waking hours thinking of ways to improve the Lucky brand. His wife said he was practically obsessed with trying to get woman to but the cigarette because they were such a large potential and no one was getting them to smoke. Hill finally got then to smoke and was personal with them on two levels Health and Fashion both of which were dearly stressed by woman. There new slogan became "Reach for a Lucky instead of a sweet". In 1929 it was acceptable for woman to smoke inside of the house but outside was a no no because of the possibility of being seen as a whore. Hill wanted woman smoking outside of the house to become popular and was finally done so during an easter parade. Next, woman found the package color unappealing so when they requested for the dreadful green color package to be changed to a more neutral color for fashion purposes hill instead decided to change fashion and green became the color for every fashionista.


At 10:40 PM, Blogger A. Mattson said...

What was the role of Edward Bernays here? Why is this campaign to sell cigarettes important to the history of mass persuasion? What does it tell us about new ideas about marketing and persuasion during the Twenties?


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