Advertisement plays an important role in the preservation and strengthening of the company’s position on the market. Performed right, it becomes very effective and contributes to the smooth implementation of the manufactured production, in particular, Camel cigarettes. However, in order to create a successful advertising, it seems necessary to take into account plenty of aspects, namely, the target audience, the form of the advertising message, the content of the ad text, and other means of expression. Cigarette advertising is a complex process as law restricts it to some extent. Nevertheless, it does not prevent advertisers to come up with new and creative ways of attracting customers. This paper examines the influence of the Camel cigarettes on customers and different aspects of the print advertisement of one of the oldest and the most prestigious brands of the tobacco in the world – Camel cigarettes advertisement dated by 1979.
In the advertisement, one can note a handsome man smoking the cigarette on his motorbike. The man dressed in jeans and a light jacket. He looks satisfied and successful. Perhaps, it is a traveler. It should be noted that he attracts the attention of the beautiful young girl who stands behind him. The photo was taken in nature as in the background the reader can observe rocks and the sea. At the same time, in the foreground, the ajar pack of Camel cigarettes is presented. A camel along with “filters” word is depicted on the pack. In addition, one can read the text of the advertisement that provides the reader with the information of a good taste of cigarettes and claims that Camel is always made of the mixture of Turkish and domestic tobacco. It goes without saying that the company abides the rules concerning the tobacco advertising information indicating that smoking is injurious to the health. The whole picture gives the impression of a successful life.
During the culture of consumption, advertising is modified into a means of creating the image and forming the lifestyle, thus, significantly affecting the nature of the cultural ideas of society. However, “the use of subconscious appeals is a comment not only on conditions among sellers” (Fowles par. 7). The main purpose of advertising is the impact on consumers. Precisely speaking, the Camel advertisement influences customers by means of its form, language, product slogan, and other features.
It should be noted that the content of concepts of Camel tobacco products is stable and expressed in the elegance, grace, and charm that are considered as a given gift of nature. However, the consumer of that time had an extensive selection of products: he had learned to choose the brand according to his taste and preferences. Nevertheless, “advertisers want to circumvent this shell of consciousness if they can, and latch on to one of the lurching, subconscious drives” (Fowles par. 9). Therefore, advertisers had to create something new and beautiful but at the same time traditional to attract the attention of consumers. Consequently, this advertisement successfully manipulated the public consciousness influencing the style of consumption. For example, the concept of a woman that is an integral part of the advertisement is rather significant. A special place in the conceptual space is given to description of the positive features of smokers for customers, in particular, the advertising reveals feelings of fun, inspiration, femininity (for women), etc. In their turn, these units are involved in the transfer of more abstract concepts such as brightness, luxurious, style, revolutionary innovation, the fascination that have the social position for the image.
The other tool of influence on consumers is the language of the advertising that includes the slogan, the brand name, and the logo of the product. The Camel cigarettes slogan of the advertisement of 1979 states: “Satisfaction, Camel filters style”. The advertising message of the slogan conveys the main difference and advantage of this product over the others and creates a certain emotional attitude. In particular, it calls to be original, expressive, and satisfied. Moreover, there is the explanation of the slogan full of bright epithets such as “rich”, “solid”, and “smooth”. They emphasize the temperate and stable atmosphere of the advertisement. The information about the topnotch composition of cigarettes contributes to the positive attitude of customers, too. Speaking of the Camel pack’s color, one should mention that bright color in combination with other colors means that cigarettes are “clean” and “harmless”.
The advertisement under analysis is printed in the magazine. It is the most commonly used way of the presentation of new brands or types of cigarettes. In this case, the reader has some time to take a closer look on packaging, remember it, and read the text telling about the features of the brand as well.
In spite the fact that the main story does not concern the woman as she just plays the role of the fan of a smoking man. Due to its advertising style, Camel cigarettes can be considered as a kind of attribute of beautiful and successful life. Therefore, the target audience is consisted of young men and woman. Fowles states that “according to Henry Murray, the need for affiliation consist of desires to draw near and enjoyably cooperate or reciprocate with another; to please and win affection of another” (par. 17). The Camel is not only a catchy bright picture but also an excellent opportunity to try a new taste and enjoy the life, in other words, it is so-called “need for affiliation” (Fowles par. 22). It was not surprising that plenty of Americans tried to smoke these cigarettes.
Some symbols also play a significant part in the advertisement perception. For example, Camel tobacco brand effectively exploits the wandering spirit and a sense of adventure of a he-man. Speaking of the brand symbol – camel, one might suggest that it is connected with Turkey as the choice of visual brand image was defined by Americans’ common passion by the Middle East of those years. The ad undoubtedly affects the reader’s subconscious forcing him to affiliate buying a pack of cigarettes and enjoying his or her life.
In addition, it seems appropriate to note that certain law regulates the promotion of tobacco products on the market. No doubt that Camel follows those restrictions as there are no teenagers or children in the advertisement.
Thus, the advertising effectiveness of the Camel cigarettes comprises the following provisions:
- it includes successful advertising idea – the original and at the same time easy to grasp;
- it is original and, therefore, not boring; it does not repeat the well-known solutions;
- it draws attention due to the successful artistic and textual decisions.
In conclusion, it should be stressed that the Camel advertisement dated by 1979 is the advertisement of cigarettes. It attracts the reader by means of the image of the successful man and directed to the corresponding target audience. Creating the image of the successful man the brand influences people’s subconscious mind making them believe that smoking might be a sign of success. The language, symbols, and the form of the advertising capture customers’ attention as well.
Works Cited
Fowles, Jib. n.d. Advertising’s Fifteen Basic Appeals. n.d. Web.