Persuasion Is Custom-Made
IN 1919 most nice girls didn't smoke. I recall my embarrassment when, as a newspaper reporter, I took a sophisticated young thing, a visitor from New York, to a Cleveland restaurant. Sitting there at the table in front of everybody, she calmly lighted and smoked a cigarette. It was shocking! At that same time the head of my college was telling women students and faculty members that instant dismissal was the penalty for any one of them caught smoking.
But what a market if the cigarette people could get the women to smoke! Perhaps you recall how they went about it.
A first step was a billboard campaign. I see in memory now one of those billboards on a country road in Cleveland. It pictured two young lovers. Those charming youngsters were seated upon a hilltop, against a background of purple night, a crescent moon in the sky. The boy was lighting a cigarette. The flame of the match silhouetted those radiant young faces against the lovely night.