All the girls then were convinced that smoking helps to lose weight and keep the weight is normal.It was a brilliant idea, worked harder than glamor, and its author is known.
In the USSR, almost until the end of the 1970s, smoking woman was an exception to the rule.Some women are addicted to it in the war, but still it was considered quite marginal habit.In reality, it has become a mass at the height of congestive era, in the late 70's - early 80-ies.Why is that?Deficiency of everything at home doing Western life even more attractive."Iron Curtain" dilapidated, and the images of gorgeous women who smoke penetrated to us from Western movies, media and eyewitness accounts that have crossed the cordon.
cigarette clamped in thin fingers - it was a way of freedom, glamor.And even if all the girls were convinced that smoking helps to lose weight and keep the weight is normal.It was a brilliant idea, worked harder than glamor, and its author is known.
for mere pennies
the West at the turn of the 1930s women began to smoke suddenly active.Here's how to write about this, Vladimir Bogoras revolutionary and famous anthropologist, visiting the United States in 1930, after 30-year break, "Women do not smoke less than men.This new.Thirty years ago in the American public did not dare to smoke.Even in a German restaurant in front of me I stopped the waiter famous writer Cecilia Zeler.It only took a cigarette and reached for a match, but she had to hide something, and more.We could not help her.A woman could smoke only at home, indoors.Now girls and women smoke like smokestacks. "
person who has made tobacco revolution - Edward Louis Bernays.A legendary figure, unknown to us, although some of his "inventions" we are familiar.For example, the term "banana republic" was invented it, providing PR support for the overthrow of Guatemalan President Jacobo Guzman, legitimately elected in the early 1950s.
customer was "United Fruit Company" - the biggest supplier of bananas from that country to the United States.Her new president nationalized the land, for which he paid.Bernays was the founder of modern public relations.
In the 1920s he worked on "American Tobacco Company" promoting cigarettes "Lucky Strike" for women.These advertisements appeared smoking as a habit that helps lose weight - harmony in those years became very popular.Everything was going good in principle, the sale of cigarettes grew.But society is still condemned female smoking, and women preferred to smoke away from prying eyes.Bernays brilliantly solved this problem.
In 1929, he was with the help of his assistant and a few luxury models arranged at the Easter Parade in New York City, as it is now said, performance.At the right moment, when there were journalists and photographers, specially trained women smoked together, causing a public shock.
Then they gave the dates of the press comments, and the next day the newspapers came out with articles explaining that a cigarette - a "Torch of Freedom", a symbol of the movement for the freedom of women and gender equality.
And it worked - women began to smoke in public, as if in opposition to the dictates of men.
War characters
Today we see many symbols of protest movements - bare breasts Ukrainian "Femen" white ribbons our opposition ... But why they do not work as effectively?
«Bernays built his character very well.It's not just the fact that he tied a cigarette, a torch and so coveted by all freedom - says analyst Alexander Henschel.- In this triad I was still a fourth element, which women were not supposed to know.All projects Bernays always used psychoanalysis.After all, it is a double nephew of Freud and his wife Martha.The cigarette was one of the male characters, who are always unconsciously evoked desire and envy of women.Bernays and provocations allowed the ladies easily "acquire" them - it was enough just to smoke. "
amazing thing: they have taught millions of smoking, Bernays in 1960 became famous counseling organization "Movement of anti-smoking and health."During this time he wrote: "If in 1928 I knew about smoking what I know today, I would not work with the" American Tobacco. "
In 1995, PR patriarch died at age 103 years.His name is included in a hundred of the greatest Americans.At the end of his life, he learned that his books were desktop "bible" of the fascist boss, the evil genius PR Nazi ideology - Goebbels.
Scientific fact: women are harder to quit smoking than men .
And the statistics confirms this.Successful attempts at giving up tobacco at women are less common.In studies of American scientists have shown that girls and women aged 12-24 years is more difficult to part with this habit than their male counterparts.They no longer suffer from nicotine addiction;depressed, oppressed and bad moods have met more frequently and were more severe.
Alexander Melnikov
Articles Source: aif.ru
