Here she'd ditched her sarong and decided to use a jack-o-lantern as an ashtray. Perhaps a seasonally appropriate cigarette case? It was very common for popular actors and actresses of the day to shill for cigarettes. Chesterfield often relied on celebrity endorsements. Given that this is before people knew that cigarettes caused lung cancer, you can't really look down on Lamour too much. I'm more disappointed that they didn't make her wear a more Halloween-y costume.
I also wonder what Chesterfield means by cooler smoking. Do they make you look cooler? Do they burn at a lower temperature?
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