Advertisements promoting the use of tobacco products have long been prohibited by policy-makers in the United States as well as other countries (Warner 353). This paper is aimed at examining one of such advertisements featuring Ronald Reagan1. In particular, it is necessary to show how the designers persuade the audience to purchase cigarettes, namely Chesterfield (“Ronald Reagan Cigarette Advertisements Pics.”).
Much attention should be paid to the use of ethos, logos, and pathos because they throw light on how the marketing messages are communicated the audience. Overall, the advertisement lays stress on the credibility of the actor who was featured in many films. In the late forties, he could be regarded by the viewers as a role model by male buyers, and his behavior could often be emulated by other people. These are the main questions that should be discussed more closely.
Overall, this advertisement depicts a young man who signs Christmas presents to his friends or relatives. He wears a business suite, and to a great extent, he symbolizes success or prosperity. Much attention should be paid to the personality of Ronald Reagan who played the role of very strong or independent individuals who could fight against insuperable odds. It should be mentioned that this image was created in 1948 (“Ronald Reagan Cigarette Advertisements Pics.”).
Additionally, this poster features a pack of Chesterfield cigarettes. This object is placed at the forefront of the picture. Additionally, this poster includes the caption which says that Chesterfield are “mild” cigarettes that do not have any “unpleasant any taste” (“Ronald Reagan Cigarette Advertisements Pics.”). These are the main elements that can be singled out. One should also mention that this advertisement does not include any messages about the negative effects of smoking.
The visual argument put forward by the designers consists of three elements, namely, ethos, logos, and pathos. At first, one should speak about the appeal to the credibility. In this case, one should speak about the credibility of the actor who promotes Chesterfield cigarettes. To a great extent, he can be viewed as an authority figure that should be emulated by other people, especially young males who age ranges between the 20 and 40.
Again, one should mention that Ronald Reagan played many characters who were recognized by the target audience. This particular example demonstrates that in the late forties, the producers of cigarettes focused primarily on male customers. Moreover, this advertisement shows that the ethos is often based on the involvement of celebrities such as actors.
In many cases, they are supposed to make marketing communications more convincing (Verdon 110). The main problem is that advertisers do not usually explain why some celebrities should be viewed as authority figures. One can say that this approach continues to be popular nowadays.
Moreover, one should mention that logos or appeal to rationality plays a less significant role in this advertisement. In particular, it does not include any message that can show that a person has sufficient reasons to smoke or prefer Chesterfield cigarettes to other brands. This is one of the limitations that should be taken into consideration because it suggests that commercials do not necessarily attach importance to logical reasoning which is necessary for proper decision making.
As it has been said before, this advertisement does not include any statements about the dangerous effects of smoking. Therefore, the audience is not allowed to evaluate the benefits and drawbacks of such behavior. At the time, when this advertisement was released, advertisers were not required to do it (Warner 353). So, one can say that the social and cultural norms have considerably evolved since the late forties.
Finally, it is important to speak about pathos or appeal to emotions. In particular, one should speak about the need of the audience to experience such emotions as confidence and satisfaction. More importantly, this advertisement emphasizes people’s desire to belong to the empowered social groups.
Ronald Reagan represented this group, at least in the opinion of the majority (“Ronald Reagan Cigarette Advertisements Pics.”). The advertisement is supposed to demonstrate that these feelings can be derived from smoking these particular cigarettes. To a great extent, the audience is manipulated into buying a particular brand of cigarettes. In particular, the potential buyers are not allowed to make an informed decision.
On the whole, these examples show how the audience can be influenced by the mass media, especially advertisers. In particular, this discussion shows how different marketing messages can be combined in order to prompt a person to take a certain step. In this case, advertisers attach importance to the credibility of the actor who promotes cigarettes.
Thus, Ronald Reagan is supposed to act as a role model. His lifestyle is supposed to be emulated by the audience. Moreover, the viewers are made to associate themselves with upper classes. Thus, this advertisement shows how the audience can be manipulated. They are not prompted to evaluate the advertisement critically. These are the main details that can be distinguished.
Appendix
Works Cited
“Ronald Reagan Cigarette Advertisements Pics.” Chicken McNugget.com. 2004. Web.
Verdon, Theron. Attacking Ethos: The Rhetorical Use of Uncertainty in the 2004 Election. New York: ProQuest, 2008. Print.
Warner, Kenneth. Tobacco Control Policy, New York: John Wiley & Sons, 2006. Print.
Footnotes
1 Please, refer to the Appendix.