The Beginning Of Women Smoking Through Propaganda Torches Of Freedom Edward Bernays: Another Side Of Ariel Tatum And His Cigarettes

JAKARTA - Ariel Tatum's name has become a conversation on Twitter. The actress, in her Instagram Story upload, shows the brand of cigarettes she smokes. A number of netizens were surprised that Ariel smoked. Others were more surprised because Ariel's cigarettes were identical to men's cigarettes. Yes, smoking is closely related to stigma and gender perspective. This is the story of the legendary campaign Torch of Freedom. When Edward Bernays encouraged women to smoke.

Initially, Ariel's smoking video was uploaded by her mother via her Instagram account, @tatummathilda. In the video Ariel is seen smoking. "Thank you to all who said good prayers for noni. Here are hints if you want to send a gift @arieltatum #gudanggaramfilter," wrote the Instagram Story upload, quoted by VOI, Tuesday, December 21.

The Instagram Story was then re-uploaded by Ariel. In the re-upload Ariel wrote, Ariel wrote: Hahaha, 19 thousand carriers of happiness.

On Twitter, the content was uploaded by the @butoable account. "Don't be a country smoker, whatever, vape, Ms. Ariel Tatum, don't smoke Surya Gudang Garam," the account wrote.

Don't be a country smoker, what's with vaping, mba Ariel Tatum Noah, just wear Surya Gudang Garam, pic.twitter.com/JPv1hZItWA

— Dagelan (@butoable) December 20, 2021

The post was responded to by many netizens. Account @fm_ucky wrote his surprise. "Since when did Ariel Tatum smoke?"

"Wow rokul. Coolie cigarettes," wrote @fattanR10.

@inkaa_ wrote, "But filters are really delicious, you know. Especially after eating."

"Gudang Garam and Champion. Mbak Ariel Tatum has taste," wrote the account @yogasuud.

George Washington Hill was worried. The president of the American Tobacco Company is confused about how to sell his cigarettes to women.

In those days women who smoked were considered social outcasts. Even then smoking was considered an immoral behavior.

Meanwhile, for men, cigarettes are a symbol of absolute masculinity. There's nothing more manly than a chocolate Marlboro with an exotic smoky scent.

After World War I, sales of cigarettes to men soared, mainly because cigarettes were part of the army's ration. And the war changed many ideas about traditional gender roles.

Quoted from Your Story, the decade was a period of intense movement demanding equality for women in the United States. They voiced demands for equal rights to vote and various other things.

George Washington, as a true opportunist saw the spirit of kebatinan. She is not a feminist. But he must take advantage of this moment of thirst for equality to sell cigarettes to women.

“If I could crack that market, it would be like opening a new gold mine right in our front yard,” he told Edward Bernays, the man he recruited to start one of the most legendary campaigns in the science of propaganda, public relations, and even marketing.

The campaign started in 1929. At that time public relations was a new field of experimentation. Bernays, you could say created it theoretically. After his death in 1995, Bernays was honored as the Father of Public Relations.

Quoting History Today, in a campaign designed by George Washington, Bernays was paid 25 thousand US dollars. Kabir figures for the challenge are also very large, of course.

Bernays must be able to remove the social stigma attached to women who smoke, which at the next level must be able to inspire the elimination of the legal umbrella that judges women smoking from a moral perspective. What is also important, Bernays must be able to instill that cigarettes are a symbol of freedom in the heads of women.

Only prostitutes and lowly women smoke. So the first step that Bernays and George Washington took was to work with a number of 'respectable' female names to appear with cigarettes in public.

Fail. The honorable ladies appeared awkward with their cigarettes. Bernays and George Washington were not at all satisfied.

They need convincing performances from the women recruited as inspirational agents. But it seems that it is not that easy to teach respectable women to smoke.

Bernays then began designing a campaign which he later named Torches of Freedom. This is the world's first public relations campaign.

On March 31, 1929, at the height of the Easter Parade, a young woman named Bertha Hunt stepped on bustling Fifth Avenue and caused a scandal by lighting a Lucky Strike cigarette. The incident was highlighted by the press who had been previously informed of Hunt's actions.

What the press didn't know was that Hunt was Bernays' secretary. Hunt's action opened the long Torches of Freedom campaign.

Hunt, on that occasion told the New York Times that the controversial idea of smoking on the street came about when a man forced him to put out a cigarette in an embarrassing way. Hunt also said the incident inspired him to fight for equal rights to smoking for women.

"I talked about it with my friends and we decided it was time something was done about this situation," Hunt said, quoted by the New York Times of April 1, 1929, in an article entitled Group of Girls Puff at Cigarettes as a Gesture of 'Freedom.

Ten young women follow Hunt's action. They smoked while walking as if the cigarette was the torch of their freedom.

These controversial actions keep popping up. The desire of the press sparked to follow and report on this new trend.

Bernays' strategy of using sexual freedom as an issue against control worked. In later eras, when many women started smoking freely, Bernays began to wrap cigarettes with a shiny image.

For men, cigarettes are depicted with a masculine image. In women, cigarettes are depicted as a class symbol.

Cigarette advertisements featured slim, beautiful, and elegant models. From 1933 to 1939, sales of Lucky Strikes doubled.

When voting rights were not given to women, Bernays succeeded in giving women the right to smoke equality first: The Torches of Freedom.

*Read other information about BUSINESS or read other interesting articles from Yudhistira Mahabharata.