The Lucky Strike

Who of us doesn't appreciate the aesthetics of vintage product advertisements, I mean what else can we really ask for? analyzing them! okay okay, yes, we didn’t ask for that but as tasked, we as groups were to analyze a print advertisement that didn’t only instill enjoyment in its viewers but definitely evoked emotional responses tied back to cultural, social and even historical context.

A print advertisement successful in portraying these elements is the “The Lucky Strike” advertisement, which mainly features a young couple facing each other to make up the visual components of the ad. The product itself is used as a prop and consequently, enables the audience to conclude that the explicit message of the ad is largely conveyed by the feelings invoked which are mainly alluded to by the predominantly displayed picture of the models. This picture's dominance allows it to stand out and reinforces the intended purpose of the advertisement.  

As for the contextual counterpart, I'd like to shed the lights on the social context; for I believe it’s prominent as the man and woman are chiefly displayed in the advertisement. There are various indications as to when this ad was produced. My group and I were able to deduce that the time period was between the 1940s-1950s, where men’s frequent dominance was generally reputed. However, with the advertisement displaying a beautiful woman being “appreciated” as the submissive male model is in a position where it seems as though he is proposing to her with the product, which breaks the ideals of that era howbeit, the usage of the product as a prop makes it easier for the consumer to associate the product with joy and happiness in addition to that, it is evident that he is trying to impress or please the female model which it consolidates how the man is able to fulfill his desire as she seems to give him attention and further supports the intended propose of this print ad; a deeply entrenched joyous emotion will be felt upon buying their product to the projected consumers.