June 22, 2009
Smoking Camels Is As Enjoyable As Sex!!!
This particular cigarette ad, from Camel, is trying to convince the reader that cigarette smoking, or I should say that smoking Camel
Cigarettes will help you maintain a positive disposition (keep you in a good mood). The ad suggests that life’s everyday problems
can add up causing you to be in a bad mood. But, if this happens to you, try smoking a Camel for the pleasure that is needed in your
“ But the psychological fact is: pleasure helps your disposition.” This is a quote from the ad which goes on to say that, “...
pleasures, like smoking for instance are important.” This seems to be suggesting that cigarettes are good for you. They are using the
fact that pleasure is good for you to sell you the lie that cigarettes are good for you. This is using Logos, appealing to logic or reason.
However, Pathos is the form of rhetoric that is actually working on the reader (at least the male reader to whom I believe
this ad is targeted). While the words in the ad are powerful, nothing says it better than a picture! In this picture, Maureen O’Hara,
known for her sultry and passionate Hollywood roles, is lying on her back in a seductive pose with the saying, “ For more pleasure…
have a Camel.” This is clearly an appeal to a mans sexual desires. It is a subliminal message that smoking Camels is as good as
sex. As much as the as executives would love to come out and say this, they have cleverly disguised it in what appears to be a fact
based ad concerning ones well being. There appear to be two chocolate donuts on Maureen’s chest. As to the relevance of the
donuts, perhaps chocolate is a connotation for sex, or they represent the testis, and the cigarette is phallic?
This is a very effective ad! Any man after a hard days work and commuting would take one look at the ad,...
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