Analysis of Magazine Advertisements for Cigarettes

Introduction

For decades, we have always been influenced by what we consume on television, the internet, and even magazines. We have been told what to buy, what to wear, and even what to eat ever since we were younger. We are bombarded with ads everywhere we turn our heads or where our eyes can immediately direct to. We base our lives on the latest trends and fall for every ad that grasps our attention. This constant exposure shapes our perceptions and decisions in ways we may not even realize.

Analysis of Cigarette Ads in Magazines

Looking back at ads from the 1960s, we can see that this was the exact same goal as today: persuasion. Many companies use persuasion to make the public act and buy their products. They use bright colors, simple phrases to read quickly, and attractive people to inflict emotions in the consumers. A great example can be the cigarette ads portrayed throughout the 1960s in Life magazine. Looking at three different cigarette ads in the same magazine in 1965, they all had similarities, yet they were all different.

Viceroy Advertisement

In the first ad that I analyzed for the cigarette brand Viceroy, the publication portrays a young attractive couple around their late 20s to early 30s spending the day fishing. However, the page also displayed the pair smoking a cigarette that was known for being "not too strong...not too light...Viceroy's got the taste that's right." This phrase led consumers to think about this particular cigarette as it puts curiosity into the buyer, allowing them to wonder if this cigarette actually has a "taste that's right." This ad was not only filled with persuasion, but it was also filled with many colors like red, blue, and yellow that would catch the eyes of a potential consumer. These colors are known for increasing sales in the market, yet also making it pleasing to the eyes of women. It is very evident that this was targeted to young white men and women, giving them the impression that this was a must-have product.

Marlboro Advertisement

The second ad was by one of the more popular brands today, Marlboro. This ad was filled with cowboys and horses that can be portrayed as symbols of manhood and masculinity. The use of colors was very simple as they used black and brown, which symbolizes power and the overall dominance that many men yearn to establish. With bold white words across the page stating "come to where the flavor is" and "come to Marlboro country," it gave the ordinary man the prospect of transforming himself or associating himself with a rugged and macho cowboy simply by lighting up this Philip Morris product. This ad played on the cultural ideal of the American cowboy, tapping into deep-seated notions of freedom and adventure.

Chesterfield King Advertisement

The last ad that I flipped to was Chesterfield King cigarettes. This endorsement was very intriguing as it was the only black and white ad in the whole magazine. This ad contained portraits of consumers who were smiling while using the product and written testimonies underneath each picture on how much they love to smoke Chesterfield King. Although this ad was simple compared to others, it was very clear that these cigarettes were intended for the middle-aged working class as the portraits were blue and white-collar people smoking this specific brand. The use of real testimonials added an element of authenticity and relatability to the advertisement.

Conclusion

Overall, it is clear to say that Americans of the 60s adored their cigarettes as it was a part of their entertainment lifestyle. However, it was also evident that these ads were only targeting middle-aged white men and women in America. The use of persuasion to make the public act and buy their products worked as smoking was a popular hobby in the 60s and it is still that many partake in today. The advertisements from that era not only reflect the cultural norms and values of the time but also highlight the powerful role of media in shaping consumer behavior and societal trends.

References

1. Life Magazine. (1965). Cigarette Advertisements. Retrieved from [insert URL here]
2. Philip Morris International. (1965). Marlboro Advertisement. Retrieved from [insert URL here]
3. Chesterfield King. (1965). Chesterfield King Cigarette Advertisement. Retrieved from [insert URL here]