EOC Week 3: Tobbaco Add

Every day that we outside going about, we get surrounded by adds that try to motivate or encourage the purchase of their products. One of those big companies that compete for our attention is the tobacco companies.

In this add from the 50’s made for Chesterfield tobacco company they use a very popular actress of that decade: Lucille Ball.

Chesterfield in this add is try to solve a very common problem: How to appeal to a very under seen market. At time the women earned their very famous title “House Wife” by doing exactly that, spending most of the time at home, attending kids and house shores while the husband when to work and bring the bread and butter. They road that Chesterfield took was the one thing that house wife did when not attending the many thing that they occupied their mind on, and that was TV, and using a very popular character from a very well seen show will hit the spot.

As I said before, the strategy was to get the female population to grab a cigarette that will fit them. Give them style and uniqueness as women. So we see the ever popular actress Lucille Belle holding a cigarette and claiming that “Chesterfield is her cigarette” This becomes very appealing since is a character that all women and that time could relate to.

The depiction of Lucille Belle saying to the public that there is no other cigarette made exactly for you but Chesterfield is intended to tell the receiving public that if you really want to be as sophisticated like her, that’s the cigarette YOU need to smoke.

In the Chesterfield knew their audience very well, House Wife looked up to the TV stars of that ear. Seeing their favorite shows while the husband was away gave them the opportunity to relax and experience a reality outside their own four walls. Given them an illusion that a cigarette that was preferred by their favorite actor or actress will get them closer to that glamor that they seen every day on their TV.

So the goal was obvious. To use a famous star that every women was familiar and offer them that illusion, that since that they took could share that fame and glamor that Lucille Belle enjoyed. A female they could relate to. And Chesterfield and their advertisers hit the nail when they were endorsed by Lucille, because like the show says “I love Lucy”, and they sure did love her…