Can you picture Joe Camel and the Marlboro Man? It might be difficult to find a consumer who could not identify them immediately because these two characters have become well-known representations of their products. Open any publication today and it will be difficult for a reader to avoid being bombarded with ads for tobacco products. Advertisements are often crafted for the purpose of appealing to specific characteristics in the hopes of drawing attention and appealing to the senses of prospective buyers. It would be safe to say that current marketing strategies are strongly influenced by their predecessors from decades before. Cigarette smoking is the most important preventable cause of death in the United States, yet the advertising in the 1930s convinced many people to become cigarette smokers because the media successfully demonstrated smoking as fashionable and not harmful.
             Advertising companies of the past relied heavily on subliminal messaging to entice their target audiences. Tobacco companies have become notorious for the implementation of such techniques (Rathouz). One common tactic used by Camel cigarettes is to isolate and promote life's pleasures, including American patriotism (Rathouz). The ad starts with showing a businessman that is tired and needs a lift. With a camel, he gets the lift he needs to continue on his day. Then the ad shows a businesswoman and a hockey star that insist that smoking helps them recover their energy when they're low. That propaganda is false because cigarettes do not provide you with energy or give you a lift. Instead, you experience a smoker's high and once your tolerance increases your addiction kicks in and then you have to smoke more and more cigarettes to get that same high. "Get a lift with Camel," is the slogan upon the advertisements page. The entire focus of the advertisement invites the viewer to partake in the clearly pleasurable experience of smoking a Camel cigarette, specific...