The rebellious
nature of the images is slightly more subtle but equally powerful in its impact.
Upon close inspection, the waitress is wearing shiny new roller-blades rather
than roller-skates. Her youthful figure also aids in the imagery of a somewhat
rebellious and strong woman. As she smokes with such a sense of luxury and
abandonment, one can notice her empty serving tray lying on the car beside her.
In addition, she is still in uniform, all the way up to her pinstriped cap.
One
imagines that she is only on her break, or perhaps taking one without anyone
noticing. The empty car implies that the vehicle is her own, and not that of a
patron. She seems, despite her conformity in uniform and accoutrement, to be
calling all the shots. The fact that not another single human being can be seen
further implies that our female protagonist is in her own world, and needs no
one. It is doubtful that this sense of singular independence would be lost among
the subscribers of Elle magazine, most likely a strong female audience. The
mixture of these images serves to provide a clean, packaged message with an
almost aesthetic quality; Camel cigarettes are for the independent, hard-working
woman who seeks pleasure and social freedom without necessitating any need or
help from others. The ad’s appearance in the modern fashion magazine Elle,
further implies that the female target audience would find appeal is a somewhat
artistic ad portraying such qualities, and their obvious benefits. Even her blue
and orange roller-blades are color coordinating with car and the sky above. The
ad definitely speaks volumes with the words “Pleasure to Burn.” The underlying
theme strongly supported by the subliminal imagery serves Camel’s purposes
wholly. By conveying a product associated with pleasure, relaxation, patriotism,
sensuality, independence, and rebelliousness, Camel successfully utilizes
advertising to target and appeal to specific audiences. Every aspect of the
full-page ad creams to the viewer to smoke for pleasure, for independence, and
nonconformity, and of course, for America.
Words: 813
|
