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The advert targets American smokers; this advert seems to date back to the mid-1900’s. As stated on the symbol “ A lucky strike for all America, Buy U.S. defence bonds.” Thus indicating that the advert was made and published during a war (presumably the Second World War), considering they are advertising U.S. defence bonds while also incorporating an image of a marine. Moreover, this advert’s colours depict the colours of the American flag, thus allowing the viewer to associate it with their home country. This symbolism is relevant considering it was a time of war in which always creates a sense of patriotism within the nation.

This advert aims to persuade its audience to buy lucky strike cigarettes. This is presented in the persuasive slogan stating “ Be Happy- Go Lucky!” in addition to that the advert includes different texts that make persuasive claims such as “ Luckies taste better than any other cigarette”. Insinuating that this is a friendly and encouraging advert. Moreover, it is displayed through the sailor on the right-hand corner of the image, giving the audience his thumbs up. Linking back to Ethos Rhetoric, the U.S. Marine is credible and trustworthy, and the portrayal of him looking as though he’s enjoying the cigarette ultimately persuades the audience to purchase or favour this cigarette brand over others. It is a relaxed image that looks inviting, due to the scenic setting of a picnic at the beach.

The advert targets those who smoke while using sex appeals to sell the product. Evidently, in this image, a man is managing to gain a woman's interest through the packet of cigarettes. With the interaction of the man and the women, it shows how by purchasing the cigarette, it will attract women to converse with the man to ask for a cigarette. This gives us insight on the values of the society. This image targets men and allows them to presume that material objects could help them gain the attention of other, specifically ones from the opposite sex. Although the woman is standing above the men, it is very much plausible to understand that the woman is just as much an accessory to the male as the cigarettes are. Another point that is emphasised in this advert would be the importance of social approval and conformity, through the Marine's hand gestures, that are understood as an encouragement to the male in the advert, and projected towards the targeted audience as well.

This advertisement adequately reveals the cultural characteristics of their time, through exhibiting the societal norms and expectations that come regarding relationships. Overall, the man’s stance and ability to draw the woman in through the simple act of waving around a box of cigarettes all the while sitting down showcases how woman were portrayed as accessories or a trophy in this historical and social context. This ultimately depicts that in this commercials context, the man is empowered whereas the woman is marginalised as a trophy/side chick. Thus allowing us to understand the context of the social norms and gender roles within this time period.