Advertising (Subliminal)
ENL 1 Modern advertising companies rely heavily on subliminal messaging to
entice their target audiences. Advertisements are often crafted for the purpose
of appealing to specific characteristics in the hopes of drawing the attention
and appealing to the senses of prospective buyers. Tobacco companies have become
notorious for the implementation of such techniques. The images portrayed in
many of “big tobacco’s” ads stimulate a variety of senses and emotions.
One
common tactic used by Camel cigarettes (a subsidiary of R.J. Reynolds Tobacco
Co.) is to isolate and promote life’s pleasures, and American patriotism. A
specific Camel ad found in Elle, a common, upscale women’s magazine is a perfect
example of such advertising. “Pleasure To Burn” is the slogan centered upon the
advertisement’s page. Above the slogan, “CAMEL” is written, all letters in
Camel’s trademark font. A beautiful orange sunset serves as a mesmerizing
background to an attractive, young women relaxing and enjoying a cigarette on
the back of a pristine classic car. The image is painted in the style of the
early ‘50s “pin-up doll” image. Smoke lazily wafts up through the lettering from
the cigarette positioned directly beneath the word “Burn”. The woman relaxes
lazily, eyes closed, facing up towards the orange sunset. There is no question
that she is blissfully enjoying her cigarette, and her surroundings. She is
dressed in the uniform of a diner waitress, complete with hat, apron, and “JANE”
stenciled upon her left breast patch.
Rather than conjure the stereotypical
images of young women on roller-skates rushing around busily serving patrons,
the subject of this ad is very much relaxes, and very much alone. Rather than
appear to be sexual, her short and tight uniform conveys a sense of sensuality
as she reclines, comfortable, confident, and independent. The entire focus of
the advertisement invites the viewer to partake in the clearly pleasurable
experience of smoking a Camel cigarette, specifically to escape the bustling
world around us. The sensual imagery further pushes the same lazy, comfortable,
yet extremely pleasurable experience of smoking Camels. The ad clearly attempts
to represent a truly American theme. The diner era reflected by the images is
solely the historical product of the “good ol’ US of A.” The classic automobile,
in mint condition, aquamarine coloring, and white hard-top set against the
beautiful and unpolluted orange sky makes every effort to glorify the past, and
to seemingly imply the universal and timeless appeal of Camel cigarettes. The
red-haired waitress, in her classic uniform and white apron even sports a more
classic American hairstyle, as well as proudly displaying “JANE” upon her breast
patch. The name further seems to emphasize that Camels cigarettes are for
everyone; every Jane could be like the waitress in the ad. Camel’s logo sporting
the label underneath “Since 1913” proundly invites thoughts of Camel’s longevity
in America, truly solidifying it’s role as an American classic.
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