Damn the public.

It is hard to find a person on earth who is not impressed by the beauty of advertising campaigns.

Undoubtedly one of the biggest milestones in the advertising industry was the reach of the female audience about cigarettes.

A trend of beauty and glamor, covered by the weight of having in hands something that only male power dominated.

With industries in constant change and growth, it was necessary to better understand the public and understand how more people could be reached as a business strategy.

And do you believe that there were still people who did not care for the opinion of consumers? Well yes, ingratitude has come from time to time. It was at the end of the 18th century and the beginning of the 19th that the magnate William Henry Vanderbilt, a businessman and railroad investor, made his thoughts clear with the pragmatic phrase "Damn the public" when criticized for the terrible quality that their railways offered and for the terrible conditions that their workers lived.

The year 1882 was undoubtedly a historical landmark for all future generations, it was during the lecture '' The Public Relations and duties of the legal profession '' that the term Public Relations was mentioned for the first time in order to debate the importance consumers in relation to advertising made under products.

In Spain, the scenario in the same century was marked by growing protests and claims, driven by publications such as '' La Solidariedade (1870) '' and '' La Emancipación (1871) '' a simple request in text form for respect for a society affected by demand and production.

The theme was structured and studied in a scientific way only so that a law could be legislated that could be in line with the growing industry and the way the public would absorb the featured product. "The intelligent manipulation of organized habits and opinions of the masses is an important element in society and democracy." - Edward Bernays This phrase by Edward Bernays, known for being a pioneer in the arts of Public Relations, makes his considerations on how to achieve the economic-business objective very clear.

Defending the manipulation of masses and individuals Barnays conceived the first Cigarette advertising campaign, hired by the North American tobacco company, Lucky Strike, leaving his techniques printed in Crystallizing public opinion, one of his greatest academic works dedicated to the subject.

Bernays realized that if he looked for a way to associate it with the masculine power and the unconscious desires of the women to bring it down, the cigarette would be more attractive to the female public.

This was how the first Lucky Strike campaign ‘’ Girl in Red ’’ emerged, empowering the public that at the time was a minority consumer of this product.

Tobacco campaigns no longer exist, government legislation prevents such a level of glamor over toxic and biohazard products, but that does not criminalize tobacco or prevent it from circulating around with the famous horrible demonstrations of dead bodies or deformed people in their previously beautiful boxes.

The prohibition of an articulation also does not prevent the rules and techniques of Advertising and Public Relations from happening, unlike that, we certainly need Public Relations to strengthen the link between people and advertising campaigns.