Lucky Strike Means Fine Tobacco.
Poll Subliminal Messages
This morning I was flipping through an early '70s movie star magazine when I found myself studying this ad for Salem cigarettes.
The only remarkable oddity I found at first is the way this guy's cigarette seems shoved between his teeth. What on earth? You can tell he wasn't really smoking; for whatever reason, they just airbrushed the cigarette in.
But there was something more going on here, something I couldn't quite place my finger on. Something about their matted hair? Eh, that's not it. The way she holds her cigarette, rolls up her sleeves? Nooo, that's not it either.
Look more closely.
For decency's sake, I'll put this behind an LJ-cut.
Also, I like this article about cigarettes and brand loyalty (courtesy of yieldsigns, thanks!). True enough, when I (briefly) took up smoking, I started with Lucky Strikes because I was seduced by the "straightforward classical simplicity" of the package. I still think the box is pretty.
(The following text has been taken from here.)
19
IVA Lucky Strike
Lucky Strike belongs to the group of small brands that during the last five years have drawn a lot of attention by new advertising, promotion and new packaging. Like Gauloises Blondes and Chesterfield, Lucky Strike is said to be a small brand but still quite successful. It is not expected to make a real breakthrough, but still it is obviously there. The visiblity of Lucky Strike seems to have increased. Lucky Strike is clearly not an outsider anymore but tends to become a serious proposition. According to respondents it belongs to the category of brands for people who want to distinguish themselves by choosing a specific brand of cigarettes, for people who want to enhance their personal identity by their brand choice. Still awareness of Lucky Strike may be quite low in some groups, particularly among people who just follow the main brands and do not want to use brands of cigarettes as some form of self-expression. The ideas about the product are rather vague. The product seems to be quite strong but not too much so, and not so sharp. The opinions about the pack differ a lot.
Some people find the pack quite attractive and pretty. Particularly the red colour and the circle in the middle are thought to be appealing- However, others think that the pack is unattractive and ugly, that it has no appeal, that the circle looks like a red seal. Some are impressed by the straight- forward classical simplicity of the design. Others find the design too simple and quite boring. Some think that the pack is quite striking though others doubt if a pack with so much white can be very eye-catching. The pack is also seen as different, definitely not a pack for every Tom, Dick and Harry.
users imagery
Lucky Strike does not have a users imagery in the proper sense of the word. Still, people who choose for Lucky Strike are thought to be no mainstream persons. Lucky Strike is said to be smoked by people who want to be different, who make a conscious choice for Lucky Strike- Moreover, the Lucky Strike smoker is expected to be mainly found amongst men.
spontaneous imagery
Lucky Strike seems to be a brand with a history. Although not generally known, stories from the past are attributed to the brand: is for over fifty years on the market, is from the thirties, my father used to smoke it, as well as my favourite professor. There are some second world war associations: the Canadians brought it over here [to Europe], it has been dropped over Holland during the war. As a brand Lucky Strike sounds American. United States is seen as the country of origin, but also the brand name itself has an American ring to it.
We conclude that Lucky Strike seems to be an interesting brand in a world where traditional images seem to be relatively less effective. The brand comes across as concrete, straightforward, simple and strong and offers the opportunity of distinguishing yourself without the obligation to identify with a certain brand personality.
This morning I was flipping through an early '70s movie star magazine when I found myself studying this ad for Salem cigarettes.
The only remarkable oddity I found at first is the way this guy's cigarette seems shoved between his teeth. What on earth? You can tell he wasn't really smoking; for whatever reason, they just airbrushed the cigarette in.
But there was something more going on here, something I couldn't quite place my finger on. Something about their matted hair? Eh, that's not it. The way she holds her cigarette, rolls up her sleeves? Nooo, that's not it either.
Look more closely.
For decency's sake, I'll put this behind an LJ-cut.
Also, I like this article about cigarettes and brand loyalty (courtesy of yieldsigns, thanks!). True enough, when I (briefly) took up smoking, I started with Lucky Strikes because I was seduced by the "straightforward classical simplicity" of the package. I still think the box is pretty.
(The following text has been taken from here.)
19
IVA Lucky Strike
Lucky Strike belongs to the group of small brands that during the last five years have drawn a lot of attention by new advertising, promotion and new packaging. Like Gauloises Blondes and Chesterfield, Lucky Strike is said to be a small brand but still quite successful. It is not expected to make a real breakthrough, but still it is obviously there. The visiblity of Lucky Strike seems to have increased. Lucky Strike is clearly not an outsider anymore but tends to become a serious proposition. According to respondents it belongs to the category of brands for people who want to distinguish themselves by choosing a specific brand of cigarettes, for people who want to enhance their personal identity by their brand choice. Still awareness of Lucky Strike may be quite low in some groups, particularly among people who just follow the main brands and do not want to use brands of cigarettes as some form of self-expression. The ideas about the product are rather vague. The product seems to be quite strong but not too much so, and not so sharp. The opinions about the pack differ a lot.
Some people find the pack quite attractive and pretty. Particularly the red colour and the circle in the middle are thought to be appealing- However, others think that the pack is unattractive and ugly, that it has no appeal, that the circle looks like a red seal. Some are impressed by the straight- forward classical simplicity of the design. Others find the design too simple and quite boring. Some think that the pack is quite striking though others doubt if a pack with so much white can be very eye-catching. The pack is also seen as different, definitely not a pack for every Tom, Dick and Harry.
users imagery
Lucky Strike does not have a users imagery in the proper sense of the word. Still, people who choose for Lucky Strike are thought to be no mainstream persons. Lucky Strike is said to be smoked by people who want to be different, who make a conscious choice for Lucky Strike- Moreover, the Lucky Strike smoker is expected to be mainly found amongst men.
spontaneous imagery
Lucky Strike seems to be a brand with a history. Although not generally known, stories from the past are attributed to the brand: is for over fifty years on the market, is from the thirties, my father used to smoke it, as well as my favourite professor. There are some second world war associations: the Canadians brought it over here [to Europe], it has been dropped over Holland during the war. As a brand Lucky Strike sounds American. United States is seen as the country of origin, but also the brand name itself has an American ring to it.
We conclude that Lucky Strike seems to be an interesting brand in a world where traditional images seem to be relatively less effective. The brand comes across as concrete, straightforward, simple and strong and offers the opportunity of distinguishing yourself without the obligation to identify with a certain brand personality.