Torches of Freedom

Kvinde-emancipation

Torches of Freedom is a phrase that was used to encourage women's smoking by exploiting the women's liberation movement in the United States. The term was first coined during a public relations campaign orchestrated by Edward Bernays, a pioneer in the field of public relations and propaganda.

History

The phrase "Torches of Freedom" was introduced during the late 1920s and early 1930s, a period marked by significant social change and the rise of the women's suffrage movement. During this time, smoking was predominantly a male activity, and women who smoked were often stigmatized.

The Campaign

In 1929, Edward Bernays was hired by the American Tobacco Company to increase the sales of Lucky Strike cigarettes among women. Bernays consulted with psychoanalyst A. A. Brill, who suggested that cigarettes could be seen as a symbol of emancipation and equality for women. Bernays then orchestrated a publicity stunt during the Easter Sunday Parade in New York City, where he arranged for a group of women to march while smoking cigarettes, which they referred to as "Torches of Freedom."

The event was widely covered by the media, and the phrase "Torches of Freedom" became associated with women's rights and independence. This campaign significantly contributed to the normalization of smoking among women and increased cigarette sales.

Impact

The "Torches of Freedom" campaign is considered one of the most successful and controversial public relations campaigns in history. It not only changed public perceptions about women smoking but also highlighted the power of public relations in shaping social norms and behaviors.

Criticism

The campaign has been criticized for exploiting the women's liberation movement for commercial gain. Critics argue that it manipulated feminist ideals to promote a product that has significant health risks, including lung cancer, heart disease, and other smoking-related illnesses.

Legacy

The "Torches of Freedom" campaign is often studied in the fields of marketing, advertising, and public relations as an example of how media and messaging can influence public behavior. It also serves as a cautionary tale about the ethical implications of using social movements for commercial purposes.

See Also

• Edward Bernays
• Public relations
• Propaganda
• Women's suffrage movement
• American Tobacco Company
• Lucky Strike