Introduction
The smoking advertisement was designed to promote the Camel brand of cigarettes. It depicts a doctor in a white coat holding a cigarette with large letters stating that “More Doctors Smoke Camels than any other Cigarette” (Stanford University). The advertisement further quotes surveys that claim doctors prefer their brand. Doctors are praised as ambassadors of good health, meaning that their professional views support smoking as a healthy habit. The rather unsettling advertisement by the Camel cigarette company attempts to assert the position that because doctors consume their product, smoking, and good health are inextricably linked.
Analysis
The young woman depicted holding a cigarette with the emphasis on her T-zone is intended to promote smoking as a pleasurable activity. The advertisement would be considered distasteful in contemporary society, given the scientific evidence that highlights the risks associated with smoking. The advertisement leverages specific principles in order to maximize its effects and extend its reach. The creators’ ethos is derived from the assertion that most American doctors smoke the Camel brand of cigarettes. Society’s association of doctors with good health prompted people to believe that smoking had no ill effects. The advertisement’s pathos or emotional appeal stems from the fact that a doctor is holding the Camel brand of cigarettes while smiling. He appears satisfied with his choice of cigarette. The logical appeal of the advertisement stems from the creators’ insistence that smoking Camel cigarettes is good for a person’s health.
Conclusion
Doctors were responsible for many of the health-associated discoveries at the time, and their stamp of approval meant that the product was legitimate. The people believed that the cigarettes were, indeed medically approved. While the advertisement would have been frowned upon in contemporary society, it appealed to the audiences it served by virtue of the fact that it proposed a strong ethos, logos, and pathos.
Work Cited
Stanford University. “More Doctors Smoke Camels than any other Brand!” Research into the Impact of Tobacco Advertising, 2022 Web.