The Torch of freedom
Background of this poster:
In 1920s, there was a campaign called ‘The Torch of Freedom’, which designed
to encourage women’s smoking by exploiting women's aspirations for a better
life during the women’s liberation movement in the United States. Cigarettes
were described as symbols of emancipation and equality with men. It was a very successful
PR campaign organized by Cigarettes organizations. And this poster was one
among those in the campaign.
Response:
It is definitely an old and aged poster by first look. The Phase ‘An
Ancient Prejudice Has Been Removed’ seems interesting and very eye attracting.
The layout is very clear. From quick look people should be able to tell that
this poster is about feminism movement.
Description:
The poster contains a few Key features: a lady, a cigarette brand, clear
headlines showing attitude, key messages. It is not hard to guess that it is actually
an advertisement poster. Its background chooses a peaceful green color, and the
cigarette image is pretty outstanding.
Analysis and interpretation:
One of the key surface message of this poster is Feminism. It emphasize
on the right and empowerment of women. Female should not live and prejudice,
they should enjoy the freedom of smoking as well.
The poster is also sexualized as it is targeting at women market. The
female figure dressed conservatively, which also shows the clothing freedom of
women.
Evaluation and judgment:
I believe this poster is rather successful (during that period of time),
because women are constrained by their traditional roles-signify a sense of
freedom and breaking free from their traditional roles. Since the objective is
promoting cigarettes brand, in this aspect, linking feminism with smoking is a
very clever way of maintain good public relationship.
