An Evolution of Cigarette and Beer Promotions

Introduction

Over the years, prints ads that are used for beer and cigarette promotions have been undergoing a lot of changes over the years from the 1940s. Although most of these changes in the print ads have been changing to appeal to more customers and sway them to purchase the commodities, in some instances the changes in the print ads have been taking place to avoid government regulations. As much as the use of beer and cigarette has been subsequently grown over the years, print ads cannot be undermined as the role they play in initiating the use of these drugs is immense. It is for this reason that most government agencies have been set up very strict regulations to try and limit the promotions that beers are given as well as the use of beer and cigarette. Many argue that among the most prevalent drugs, the abuse of beer and cigarettes high since in almost all parts of the globe these are the drugs that are legal (Kelly and Edwards, 1998). Thus the use of these drugs is very high across the globe, one because of them being legal; but also because they are affordable by many. This paper thus looks at the print ads and the various forms of promotions for beer and cigarette over the years from the late 1940s to the present time.

The paper dwells on the changes that have been taking place regarding promotions touching on beer and cigarette (Madden and Grube, 1994). Thus as the paper carries out its critical analysis, it is very important to understand that the need to create more awareness on the presence of cigarette and beer, adverts have been changing to measure up to the regulations set by most governments and sway more use by the public (Madden and Grube, 1994). Lastly, this paper also looks at the various changes in social norms that have been taking place when it comes to beer consumption as well as the use of cigarettes.

To begin with, there has been an evolution in the use of ads in adverts for various products and services across the globe. For instance, in the 1940s cigarette ads were out to sway more use of the product. Back then, health authorities had very little information regarding the use of the cigarette. In fact, things were not as advanced as they are now whereby it was common for even pregnant women to be noted smoking cigarettes even in public. Adverts were out to sway the public, and these ads were not limited to pregnant women. One example of this print ad that was famous in the 1940s is the Camel cigarette ad (Kelly and Edwards, 1998). This ad featured a company trying to convince more pregnant women to engage in cigarette smoking. The ad showed a pregnant woman holding cigarette in her fingers indicating that she was engaging in smoking the blunt. Furthermore, the reasons that were noted in the print ad was that smoking is good because it tastes good. One, as is currently known, cigarette is bad for pregnant mothers as they affect the bad growth development of the child (Madden and Grube, 1994). Thus it is fair to note that most cigarette ads and beer print ads that were used in the years back then gave little regard to human health.

All the same with the introduction of technology and the advancement being made in health, the effects of smoking tobacco were made, and mothers were discouraged from smoking which saw this ad being banned later in the years that came (Madden and Grube, 1994). Another example of such an ad was that of a doctor and even a child being involved in beer and cigarette promotions. Back then, most promotions did not consider all aspects of life in the design and the use of their ads for the various advertisements (Kelly and Edwards, 1998). The use of children in promoting drugs currently is banned in most parts of the world, and persons of influence are also not expected to participate in these promotions as well. While children are considered minors currently, in the 1950s and the 1960s they were used in the print ads as they appealed to the public more as compared to average persons.

On the same note, upon the realization by beer and cigarette manufacturers that they need to stand out if they are to sway more use from the public for these commodities; they opted to make their ads stand out (Madden and Grube, 1994). Thus over the years, the level of creativity has improved, and these adverts have also been custom made to ensure that they abide by the regulations and the rules set by government agencies. For instance, over the years the use of minors was banned as well as the use of graphic images that negatively affected various visual aspects (Kelly and Edwards, 1998). If any company was to come up with print ads, they were to ensure that the ads abided by set regulations such as the inclusion of an image showing the negative use of cigarette. For instance, in the late 1990s, the government passed regulation and formed a campaign aimed at reducing the use of cigarettes by teens thus most companies were required to add to their adverts that the use of cigarettes and beer was not recommended for those under the age of 18 years (Madden and Grube, 1994). In fact, the adverts were required to boldly indicate the age limit for the use of these drugs. Thus evolution in regulations over the years saw to it that most print ads were to abide by these regulations among many others.

On a different note, it is important to note that when it comes to beer and cigarette adverts, they have evolved in that the current times these ads are based on most social media platforms (Kropp et al., 1999). While in the 1940s these ads were printed in newspapers and magazines, currents the adverts are featured in television programs as commercials and other social media platforms such as Facebook, and Twitter and Instagram among many others (Kelly and Edwards, 1998). The evolution in the platforms used for promotions is so massive that companies are now hiring professionals to spearhead these campaigns. Social media platforms such as Facebook among many others in this Century especially the last two decades has proved very effective when it comes to the marketing of different commodities. Since these promotions are aimed at creating more awareness and expand their market by reaching out to more users, social media offers the best platforms for these objectives (Madden and Grube, 1994). Thus currently it is common to come across a beer promotion and cigarette ads on Facebook and on Twitter as compared to coming across the same ad in a newspaper. Thus the adverts being used have also changed the appeals that were used and that are depicted in the various adverts on social media.

When it comes to looking at the appeals that are used in the prints ads over the years to reach out to more users of cigarettes and beer, most adverts use fear, humor, rationale, and bandwagon. For instance, in the 1940s and the 1950s, humor was commonly used to appeal to the public. For instance, Camel cigarette used a child holding cigarette as well as a pregnant woman smoking to appeal to more users. As much as most of these adverts, later on, were banned and done away with, the aspect of humor had proved very effective. Another example of such a humorous beer ad is the Fosters advertising (Kelly and Edwards, 1998). This advert indicates two men alongside a dog all celebrating and enjoying a beer. The beer point pub-Paulaner is another humorous advert that was used in the 2000s. In the 1970s and the 1980s, most beer ads used bandwagon to appeal to the consumers. Most of the adverts in these two decades showed individuals enjoying popular beers and cigarettes while those that were not using the same products were left out. Rational was also commonly used in the 1970s as well as in the 2000s. Consumers used aspects of cost quality features in the ads to appeal to the consumers (Kropp et al., 1999).

Lastly, changes in social norms regarding the use of tobacco and beer. In the 1940s-197-s tobacco was commonly used by those that were in the army, in the 1980s to the current times, this has reduced although the use of tobacco and beer is very common with those in the army. Another social norm that has changed is the use of tobacco and beer among the youth. In the 140s all the way to the 1980s, these of these drugs were if anything barred by the youth (Kelly and Edwards, 1998). Over, in the 1990sto the 2000s the youth are the ones commonly associated with cigarette smoking as well, as alcohol consumption. Additionally, smoking in public was not common in the 1940s to the 1960s (Madden and Grube, 1994). However, this changed in the 1980s to the 2000s smoking in public was common. Women were even commonly noted walking with cigarettes in the 1990s. Beer consumption was private in the 1970s as it was taken in bars and joints (Kropp et al., 1999). Currently, beer is taken in public as it is canned. People are even easily seen strolling around with beers in their arms.

Conclusion

In conclusion, there has been evolution when it comes to the adverts used to raise awareness for different products and commodities. It is important to note that the evolution has resulted because there has been a change in the platforms that reach out to more people. While in the past newspapers and magazines were common, currently social media is the most effective means. Looking at cigarette and beer promotions, it is clear that the ads have evolved with time. The regulations also controlling these adverts have also changed with time as government agencies are now more vigilant in the adverts as compared to the 1940s. All in all, adverts are aimed at creating more awareness and promoting certain products and beer, as well as cigarette, are achieving huge milestones.