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Cigarette Advertisements In The 1950's Essay

1366 words - 5 pages

In the middle of the twentieth century, mostly during the 1950’s and the 1960’s, smoking was more prevalent and smoking advertisements were more common as well. In the 1950’s, people didn’t know that smoking caused lung cancer and various deadly diseases. One technique that cigarette advertisements in the 1950s advertised their product was to use the doctor as a spokesperson and say their cigarette was the “doctor’s preference.” Doctors (the image of health) could be associated with cigarettes because people did not consider cigarettes unhealthy. One example of a cigarette company that used this advertising technique in the 1950’s was Camel. Camel’s advertisement’s use of the doctor as a spokesperson and doctor preference, choice of images, simple English, weasel words, an analogy, parallelism, and the needs it claims to satisfy help promote the product as a “healthy” cigarette.
Camel’s advertisement aims to sell their product to people who currently smoke, but are not currently smoking Camels cigarettes. However, the advertisement also appeals to nonsmokers who are interested in smoking. However, the ad does not appeal to nonsmokers who are uninterested in smoking because there is nothing in Camel’s advertisement that promotes smoking in general, it says that Camels cigarettes are preferred by doctors. The target audience is older children and adults (whoever smokes). There is no price listed on the advertisement so it appeals any income level. This advertisement aims at both genders because the ad contains a picture of a male smoking and a female smoking. The ad targets white people more than other demographics because both people pictured are white. All education levels are in the target audience because the ad does not appeal to intelligence. However, people who trust doctors are targets because doctors recommend this cigarette and people don’t take advice from people they don’t trust. All forms of advertising exploit their potential buyer’s needs or create false needs in order to sell their product. Some of the needs that would be filled according to this ad are a “healthy” cigarette, the need for prominence, the need to suit the “t-zone (throat and taste)”, and for a “rich, full flavor, and cool mildness” tobacco. The doctor fills the need for a “healthy” cigarette because doctors represent health. The doctor fulfills the need for prominence because doctors are high up in society and they use this cigarette. Most people feel more prominent when they do things that prominent people do. According to the ad, a healthy, good tasting cigarette suits the false need for one’s “t-zone”. The tobacco claims to be “rich, full, and cool in flavor”, which is not a real need but people that smoke a cigarette that they believe is not “full” may think they need a “full” cigarette. Most people tend to believe their doctor when it comes to matters of health therefore, the ad is effective. Also, the use of the “T-zone” is effective because it appeals to...

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