Interpret the problem. The ad is telling us that smoking is sexy, makes you happy, cool, romantic, and popular. By having the woman looking at the man while he is smoking and blowing the smoke in her face makes the image look seductive and hot. It makes me think that they are saying that smoking makes you sexier. So people should smoke if they want to feel sexier.
Understand the creative brief. By having an attractive woman and seeing her beautiful face and only some of the males face but making sure that the tobacco that he is smoking and the smoke is right up in front says if you smoke these and blow the smoke in her face she or beautiful women will be hooked on you or want to be around you.
Say it outright. The ad is saying that sex sells and cigarettes and smoking are sexy. Everyone wants to feel sexy or wanted at some point in their life. It benefits your pleasure and your happiness which benefits your life. Smoking also indicates relieve or relaxation which I think everybody would agree that they like to be relaxed and stress free. The people in the ad look careless to the world at the moment they look as if nothing else matters. The smoke helps put them in that state of mind.
Know your audience. The audience is everyone that sees the image. But the people that pay attention to it are either people that are trying to go against the tobacco companies or people that don’t smoke. They aren’t trying to advertise to the people that already smoke, because they literally already have them hooked into buying their product. The companies know that people like to feel cool, sexy, and relaxed so that’s what they portray in their advertisements.
Write your objective. The objective is to sell cigarettes and make money off of their smokers.
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