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To What Extent Have Cigarette Advertisements Been Changed And Developed In America Since The 20 Th Century?

1015 words - 5 pages

INTRODUCTION
Advertising is a form of communication between producers and consumers attained through marketing which persuades, encourages or manipulates the consumer to be drawn to a certain good or service in order to increase recognition and promote sales. In order to successfully promote a good or a service, sellers use advertising techniques that have had to be altered and improved over time as fashion, values and standards of living change. Advertising research and marketing research works to improve the effectiveness and efficiency of advertising and the most common advertising techniques focus on appealing to their targeted audience through appropriate persuasive language and visual ...view middle of the document...

In the 1920’s, cigarette smoking was portrayed in adverts to be romantic. It is apparent that women were portrayed in a sexual way in the advertisements so men would buy their cigarettes and therefore, glamour and attractive models were used to attract viewers. It was the era in which high class and sophistication was seen as important . For that reason, the characters in the cigarette advertisements were presented as rich and respected. At first smoking was a hobby dominated by men. In the United States men represented 95% of the market , hence, cigarette companies launched advertisements that were appealing to them. This is apparent in Appendix 1, Chesterfield’s advertisement from the 1920’s, which was intended to appeal to viewers through their representation of gender. The advert is comprised of a man dressed up in a well-cut suit and a woman with a translucent dress, set before a background of a shining moon and dark sea, which makes it romantic and mysterious. They are positioned in a way that makes it seem like the man is protecting the woman. This appeals to the men that the advertisements were targeted at. As in Appendix 1, men and women were typically dressed up in smart suits and elegant dresses in cigarette advertisements during the beginning of the 1900’s, making them look rich and sophisticated. The characters in Appendix 1 are positioned in a comfortable way, making them seem relaxed which makes them appear more attractive and satisfied. Graphic design was also used in order to associate their products with particular qualities and hence make their product more appealing to their targeted audience. For example, the way the surrounding clouds resemble clouds of smoke which protects them like a warm blanket, creating a calm and pleasant mood. Furthermore, as the woman’s face is lit up by the man lighting his Chesterfield cigarette, the slogan, ‘’Blow some my way’’, has been positioned close to the woman in an attractive italics font creating a romantic tone as the audience can imagine the words coming from her mouth. This suggests that the woman enjoys the smoke as a second-hand smoker, which would appeal to smokers surrounded by...

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