A select group of handmaidens of persuasion from the distant days between the wars when illustrators were the first recourse of advertisers. An effective illustrator had to be a master of expression as well as match the face to the client’s wishes and the product. The target audience is female and the images designed to reflect prevailing norms of femininity. The pursuit of the female smoker was especially profitable to tobacco companies for whom this sector of the market remains the largest. While the smoker of State Express still seems to be seeking permission, the Craven “A” smoker exhibits unusual composure and a sense of self-assurance. The most alarming figure is the boarding-school fantasy matron whose command to imbibe your Wincarnis is not to be defied.