16 avril 2009
Association between sex and Lucky Strike Cigarettes
Their use in semi-subliminal advertising indicates that theories and techniques developed by psychologists and others will now be applied regardless of whether their application it is ethical or note. The ad discussed above seems to be one of a long line of Lucky Strike Cigarettes ads that have incorporated semi-subliminal elements. Illustrated here are two ads shown in Stephen Bayley's book The Lucky Strike Cigarettes Packet by Raymond Loewy. One dates back to 1926, the other is more recent and is dated at 1980.
The 1926 ad seems to be pretty innocuous, as is the case with most of these ads. But one simply needs to look more carefully at the different elements of the pattern around the cigarette packet to see that quite a large portion of it is composed of letters. To the top left of the packet is a clear S to the mid right is a clear E. To the bottom left of the pack is an apparent collage of letters. On this reproduction it is not possible to detect a clear X but it seems, nevertheless, that this ad was trying to produce an association between sex and Lucky Strike Cigarettes.
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