Camel Cigarette Advertisement
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This image is an ad for "Camel No. 9" cigarettes appearing in magazines such as: Vogue, Cosmopolitan, and Glamour. The advertisement's effects were very controversial. The brand became a favorite of many young women aged 12 to 16 years old. Camel company executives protested that their ad only targeted adults.
What audience do you think the advertisement was targeted at?
What elements of the image made the brand a hit with young females?
Why do you think cigarette companies tend to target a younger audience?
How do teens avoid being drawn in by glorified advertisements?
It does appear that the advertisement was designed to be targeted at women. I'm not exactly sure if it was meant for younger women, but I would say that younger women would be more appealed to it. The fact that it has roses and is in a reddish pink color probably lures them in. Also it uses the words light and luscious, so if they hadn't smoke before those would be words that make it sound delightful and not nasty. I think the cigarette companies target a younger audience because when someone is young they are just trying to fit in or be cool, and most of society at that point says being a rebel is cool, so smoking would fit in with that. Then once they begin smoking, some will stay in it for the long haul.
ReplyDeleteThe advertisement has many elements that appeal to women as well as the placement of the advertisement in magazines that have a predominantly female readership. The ad has a focal point on the cigaret boxes that feature a pink camel. Also the boxes have a very clean and classy look to them that would appeal to a young market. Camel targets young people to get the "hooked" early so that they have a life long customer. It is the responsibility of both the consumer and their family to make sure that they fully understand the risks of tobacco before deciding to smoke. The surgeon general put a warning on all advertisements and packages that should be taken seriously when considering to use a product like this.
ReplyDeleteI don't think there is much room to doubt that this advertisement is targeted towards woman. I agree with Casey that the flowers, colors, and word choice make the ad seem more feminine as well as the magazines chosen to advertise in have a large female base. I think that it makes sense that Camel is trying to target a younger female audience for two reasons. First off, females make up half of the population so including them in their advertising campaign appeals to more consumers. The second part of my explanation as to why it is aimed at a younger audience is because the older audience has already made up their minds. They either already smoke or have made the decision not to smoke when they were younger. It is smart marketing to target young adults between the ages of 18 (when smoking is legal) and 25 (when the brain fully matures). In this seven year window, young adults have the ability to smoke, but not necessarily the decision making ability to stay away from cigarettes and other tobacco products.
ReplyDeleteI strongly believe that this particular advertisement is irresponsible because the Surgeon General's warning that was chosen to be placed on the box only mentions that the inhaled smoke contains carbon monoxide rather than including a warning that mentions possible pregnancy complications that exist as a result of smoking. Because this ad is geared towards woman, I feel that they should make notice of this health risk.
Based on the appearance of the ad alone, it is clear that the ad is targeted toward women. The soft pink and yellow coloration with floral patterns gives the first major indication of this. The script is also very feminine and there are flourish designs along the border of the ad. Then, theres is a distinct contrast of the cigarette packages displayed in the ad against the light background draws the eye of the observer to the subject matter. Although this was done to be attention-grabbing, in a way this inconsistency is also disparate in a way that is strange to me. The contrast gives me reason to believe that the subject of interest, the cigarettes, contradicts with what is portrayed in the background, and that the product is not innocent and sweet as the background might suggest. It can be argued that this is evidence that the ad is targeted toward not only women, but young women. This argument would be that the feminine, almost antiquated background draws in the eye of younger women, and the contrasting, dark modern-looking packages brings promises of a cool and stylish appearance to these women. Furthermore, this idea is supported by the fact that the addictive properties of cigarettes create strong brand loyalty in users and therefore most cigarettes are targeted toward non-smokers. Many times those who are non-smokers that are actually willing to take up the activity are young adults.
ReplyDeleteThe audience that I think this advertisement primarily targets is young women. The main reason why I think this advertisement primarily targets young women is because of the color scheme used throughout the advertisement. The color scheme used in the advertisement was a light red. This light red could even be considered to be a pink color. Pink is primarily a color that women like rather than men. The main element that I think made this advertisement a hit with young women is the pink coloring as I have said before and the roses pictured in the advertisement. These elements appeal to what women like. I think that since women like these type of elements, than they may like what is being advertised. The associations of these types of elements I believe are being used to persuade young women to purchase this product. I believe cigarette companies tend to target a younger audience for a variety of reasons. A main reason why I believe cigarette companies tend to target a younger audience is because I believe that younger people are persuaded more easily that older people. The reason why I believe this is because older people are much wiser and mature than younger people. Older people are less prone to falling for advertisements. Teenagers need to learn that advertisements are not always what they seem. Teenagers should try to analyze each advertisement individually and make the most logical choice about the product. Overall, advertisements can be very persuasive, especially towards adolescents. We adolescents need to learn to be wary towards advertisements today in society.
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