ABSTRACT
The fashion theme has been just as useful in stigmatizing the opposition. The mainspring of fashion is a constant break with tradition, and the anti-cigaret forces were from the beginning aligned with crusading arm of traditional religious groups. These same forces were responsible for prohibition of alcohol, and their rigidity made it easy to caricature them as moral busybodies, concerned more with sin than with hygiene. Hence the bluenose - the anti-tobacconist was everything that fashionable person was not: old-fashioned, moralistic, prating, a meddler and a killjoy. There was also more than a little anti-feminism in construction of bluenose image: in the beginning it was chiefly male smokers and drinkers whose pleasures were being interfered with and the crusaders were mostly women. The bluenose theme was revived in the California campaign, but since the temperance movement had been dead for half a century, it needed a new face, so the twin themes of 'Big Brother and Big Government' supplied it.
