Tobacco Product Advertising. Essay

1457 words - 6 pages

Sociology 100 Course Project - Media Advertisement"SURGEON GENERAL'S WARNING: Smoking Causes Lung Cancer, Heart Disease, Emphysema, And May Complicate Pregnancy." Yes, I'm sure everyone is familiar with these types of warnings, mainly on tobacco products and ads. Yet, even with these warnings, some people don't seem to care; it just seems as if they are ignoring them. Nevermind the fact that smoking is addictive. Nevermind the fact that smoking sheds 13 years of life from a man or over 14 years from a woman. Nevermind the fact that lung cancer is the leading cause of death among smokers (Heart Disease Weekly 2002). It just doesn't matter. Millions of people brush aside the warnings and decide to smoke a cigarette for the very first time every year.Tobacco advertisements have been a very controversial issue for the past years. Anti-smoking ad campaigns, such as those TRUTH ads, have been made in an attempt to reveal lies or facts tobacco companies don't reveal in their ads. I will attempt to deconstruct a few ads from the many tobacco/cigarette advertising campaigns we see daily through magazines, television, and other media.One cigarette advertisement I'll first look at is one by Doral Lights. In this advertisement, the slogan used is "Imagine Getting More." The main image is a fortune cookie containing a twenty-dollar bill. Next to the image is supposedly the fortune, "I see 'Cha-Ching' in your future." This ad is one big irony.First of all, the twenty-dollar bill as a visual image is, in itself, an "attention-getter" - everyone wants and loves money. Although possibly a metaphor of some sort, the slogan "Imagine Getting More" with the fortune "I see 'Cha-Ching' in your future," uses power words and distortions of facts for persuasion. Cha-Ching, or money, are definitely "power words" to garner an audience's attention and interest. The fact that the fortune stating money is in the future, especially on a cigarette ad, is a total distortion of a fact. However, I will get more into that later.Besides the want for cigarettes, this particular ad appeals to the desire of money and simply getting the most of something. I am guessing the advertisers are using an metaphor/analysis that using Doral brand cigarettes is much better than competing brands because you get more our of Doral, be it the pleasure, taste, satisfaction, or the like. However, as I stated several times, I think this ad is simply illogical as it's odd that they put money on a cigarette ad.The target audience for this ad is, of course, cigarette smokers. Immediately, one possible audience reaction could be something such as, "Hmmm...money...." I think the advertisers did a good job in making an ad that would immediately catch anyone's attention. Even if it were to mean nothing to one person, it would have at least garnered attention for a few seconds.Let me go back to the "distortion of fact" and irony in this particular Doral brand cigarette ad. The fortune written in the ad makes no...

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