An Analysis of the Camel Cigarette Ad and Its Effects on Consumers and Society Essay

In our consumer-filled world, advertising is the utmost expensive technique companies use to sell their goods. Advertising serves the purpose of persuading consumers to buy a product, while simultaneously convincing viewers that the companys item will offer something better than competitors. Increases in product replication thrust selling pressure, thus requiring companies to seek new methods of advertising in order to make profits. The cigarette ad I chose came about as a result of market competition, and utilizes a new approach to its advertising technique. This commercial for camel cigarettes, shows several scenarios in which busy doctor is seen smoking cigarettes. In each scenario, the doctor reaches for camel cigarettes meanwhile a Thompson 2narrator explains the reason for his decision. The purpose of the ad is to persuade viewers that camel is the best brand of cigarette, due to its popularity among doctors. This representation is harmful to society because it shows a doctor smoking, giving the impression that smoking is not harmful since a person of high class does it. The ad incorporates an ethos approach in which credibility and trust are used to persuade the viewer that the information is legitimate. The ad states nothing about the health effects of smoking, so the company focuses on credibility by portraying a doctor. The ad specifically states More Doctors Smoke Camel than Any Other Cigarette, (More Doctors Smoke Camels). This statement intends to persuade viewers that camel products are not injurious, because doctors prefer them. The ad also states Their about the Brand they choose (More Doctors Smoke Camels), meaning a person of high class like a doctor will only choose high quality cigarettes. In viewing this ad and seeing a doctor advertise camel cigarettes, viewers are encouraged to buy camel cigarettes over competing brands because they seen in the hands of high class people. This ethos approach uses...

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