The Role Of Advertising In The 1920s

The 1920s was a crucial time of the development of advertising, argued by Leiss, Kline, Jhally and Botterill as the transitional period from former industrial society to a more urbanized, industrialized and socialized consumer society whereby “prospective consumers had to be told not just what the new product could do, but why it was important that they should adopt the type of life made possible by that product”. During the early decades of the twentieth century, the emphasis of advertising centre shifted from utilitarian to symbolic representations of the products, therefore there is an obvious change in advertisers’ promotion approaches in the cigarettes advertising directed at women. Three prevailing strategies can be spotted in cigarette