Advertising is one of the best ways to get consumers’ attention. When the ad is spiced up with handsome men and beautiful women enjoying the great outdoors, people are likely to take a look at the ad, thinking it may be for a nice vacation or possibly for something healthy, but to the consumers’ surprise, it’s an ad for “Newport” cigarettes. How does this affect the audience? By creating an environment on the ad that is bright, lively and colorful, along with attractive men and women, it really gets the consumer’s attention well. The cigarette companies have used this strategy for years to reach their audiences, and the “Newport” ad is no different. The advertisement for “Newport” brand cigarettes does a good job of getting the consumers’ attention and even selling cigarettes in general, but when it comes to the advertisement of its own brand, the ad really lacks effectiveness. Looking at the picture, the only part of the ad that sells the “Newport” brand are the three small packs of cigarettes in the top right corner and the word “Newport.” Everything else in the picture is just for getting the consumers’ attention. The main target audiences for this product are most likely avid male smokers, however, the ad can be geared towards both sexes. By showing the man running in front of the woman with the boogie board, he becomes the focal point. When looking at the picture, with the three packs of cigarettes and the text “pleasure” sitting directly above the man’s head along with the phrase “fire it up” pointing directly to the male, really shows how much more attention they want on or even from males. Also, by matching the colors of the man’s bathing suit, boogie board and the text, shows that the ad is more interested in helping the consumer focus on the man rather than the woman. It is because of these points that the ad fails to sell the “Newport” brand to both sexes. Another reason this ad fails to sell its product well is because it...
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