ender ▁Figure — Re ach ▁for ▁a ▁L ucky ▁Instead ▁of ▁a ▁S weet ” ▁in ▁ 1 9 2 8 . ▁The ▁print ▁advert is ement ▁was ▁dis sem in ated ▁by ▁Edward ▁Bern ays ▁throughout ▁the ▁fashion ▁industry ▁in ▁numerous ▁fashion ▁mag az ines ▁and ▁daily ▁newsp apers ▁featuring ▁sl ender ▁Paris ian ▁models ▁and ▁proc laim ing ▁the ▁d angers ▁of ▁sugar ▁consumption . ▁Fam ously , ▁Am elia ▁Ear hart ▁would ▁also ▁serve ▁as ▁a ▁sp okes w oman ▁for ▁the ▁“ Re ach ▁for ▁a ▁L ucky ” ▁campaign . ▁ ▁Early ▁on , ▁the ▁print ▁advert is ements ▁simply ▁featured ▁an ▁attract ive ▁woman ▁with ▁any ▁of ▁the ▁variations ▁of ▁the ▁s log an ▁above ▁or ▁under ne ath ▁her , ▁accompanied ▁by ▁a ▁rendering ▁of ▁the ▁L ucky ▁St rike ▁Box . ▁Later , ▁the ▁advert is ements ▁would ▁make ▁a ▁more ▁pointed ▁statement ▁about ▁weight ▁gain , ▁featuring ▁either ▁a ▁man ▁or ▁a ▁woman ▁in ▁profile ▁view ▁with ▁his ▁or ▁her ▁notice ably ▁f atter ▁shadow ▁sil hou ette ▁behind . ▁While ▁these ▁early ▁advert is ements ▁would ▁focus ▁on ▁both ▁men ▁and ▁women , ▁later ▁variations ▁would ▁target ▁women ▁specifically . ▁ ▁In ▁The ▁C ig aret te ▁Century , ▁Allen ▁Brand t ▁explains ▁that ▁the ▁campaign ▁was ▁revolution ary ▁in ▁its ▁pointed ▁target ing ▁of ▁female ▁consum ers ▁as ▁well ▁as ▁in ▁its ▁ag gress ive ▁market ing ▁strategy ▁that ▁position ed ▁it ▁in ▁direct ▁opposition ▁with ▁c andy ▁manufact ur ers .