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 that 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 1930’s 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 pat
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Joe Camel violated the law because it enticed youths to smoke, because it became one of the icons of the smoking world. Advertising campaigns in the ‘30s targeted women, blue and white color workers. The ad starts with showing a business man that is tired and needs a lift. Only recently the media has stopped targeting the youth because, “The Master Settlement Agreement expressly forbid tobacco companies from taking any action, directly or indirectly, to target youth within any settling state in the advertising, promotion or marketing of Tobacco Products, or take any action the primary purpose of which is to initiate, maintain or increase the incidence of youth smoking (Rathouz). The ads appearance in the magazine further implies that the youth target audience would illustrate a somewhat artistic ad portraying such qualities, and other obvious benefits. With a camel he gets the lift he needs to continue on his day. ” Tobacco companies haven’t really stopped marketing to children since the Master Settlement Agreement they have altered the way they do it and in fact maybe doing it even more effectively (Rathouz). ”
The rebellious nature of the images is slightly more subtle but equally powerful in its impact. The sensual imagery further pushes the same lazy, comfortable, and pleasurable experience of smoking Camels. 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. ” All of these personal accounts are attempts to further attract consumers to purchase cigarettes.
The main purpose of the piece is to appeal to as many consumers as possible. Tobacco companies utilized sports, movie and television stars to glorify smoking to attract new generations to fall into the trap of smoking to replace those who quit or die (Levy). Every aspect of the full-page ad creams to the viewer to smoke for pleasure, for independence and non conformity, and for America. The entire focus of the advertisement invites the viewer to partake in the clearly pleasurable experience of smoking a Camel cigarette, specifically for the active world around us.
Approximate Word count =
1181
Approximate Pages =
5 (250 words per page double spaced)
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