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In this particular cigarette ad, three of the “Advertising’s Fifteen basic appeals” that Jib Fowles presents are displayed. In times of financial struggle people often need to feel safe about their financial status. Therefore, when saying “More smoking for your money,” the idea of saving money is appealing and safe. The need to feel safe is one of Fowles’ basic appeals and is accentuated by italicizing “more” which makes the idea of being “safe” greatly appealing for smokers. Also, the use of phrases and words such as “delicate taste,” “fragrance,” and “pleasure” make the product aesthetically pleasing for the audience of smokers. Thus, one of Fowles’ basic appeal, the need for aesthetic sensations, is displayed by making smoking enjoyable and pleasant; negating its effects on the consumer. Another italicized phrase is “extra smokes.” This is the first thing the reader sees, instantly drawing them into the advertisement. Furthermore, the bold and giant slogan “Smoking is believing!” is trying to make smoking aesthetically appealing by getting consumers to believe in smoking.
This advertisement also presents many “it’s cool” factors. The beautiful, nurturing, smiling woman in the ad looks “cool” and seems pleased with her cigarette. Many consumers will be intrigued and affiliate themselves with the woman. In turn, this may spark interest in the ad and in smoking cigarettes. This affiliation is also part of Fowles’ basic appeals of advertisement. The phrase “everyone can afford the coolness” obviously suggests that you need to smoke to be “cool.” Since the phrase suggests that everyone can afford smoking, the consumer needs to buy it to be “cool” like everybody else. I believe that this ad is a success because it makes the reader feel safe by being able to afford cheap cigarettes with extra smokes and the italicized words really get through to the consumer. I found this advertisement particularly intriguing because it is an “old school” advertisement that displays how important it was to advertise smoking. I also thought the aesthetically pleasing phrases in the ad were ironic because they were about smoking.
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4 comments:
I agree with your argument that the italicize words are that way for a reason. They want to emphasize the word and draw audience to pay attention to them. I also agree that the words “smoking is believing” is for a way for consumers to try it out because the advertisers feel this product is so great, and once they do then they will believe in the product. By having the women in the picture looking so happy and pleased, it makes people who see the advertisement want to be like her.
Mary Quach
This ad stands out because its the only post that used an older ad, showing us how little yet how much advertising has evolved in just 60 years. Smoking is an age-old habit and definitely a costly one especially nowadays. It would be interesting to see this ad's success in todays society.
-Tamara Kozyckyj
One can definitely tell that this ad is not from today's time because many people now know the horrible effects of smoking and not many people think that it is "cool" to smoke anymore. Back then, I could see how people would want to smoke with an ad like that. There is a beautiful woman smoking, which would cause other women to want to smoke so that they could look beautiful just like her. I do not think this commercial would be effective at all today.
Taylor Mack
I liked how you used Aesthetic sensations in your argument. I think that the words you to describe the cigerettes where there for a reason, even the word safe had a meaning to people who were on the edge because of health harazards.
Joshua Torres
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