The use of tobacco products among underage kids has always been a massive issue within the United States, since it is illegal to sell tobacco products to anyone under the age of eighteen. Even to this day it remains an ongoing problem because many of these teenagers use tobacco products to make them seem like they are older and more mature. The R.J. Reynolds Tobacco Company, which produces the cigarette brand Camel, has produced several campaigns that have caused major uproar among many health organizations around the country due to their targeting towards underage kids. One of those campaigns was for Camel No. 9. These particular cigarettes had many different aspects in the advertisements and the product itself about why they would attract
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Rather than having the female oriented cigarettes represent a fashion accessory, this time they took on that of a delicious treat or dessert. The layout also evokes a sort of classical elegance as the first two, the page itself simulates an old magazine ad: the Camel typography is slightly faded; the page is somewhat of withered beige and its framed with a rustic pink pattern. So the classicism remains consistent in this ad, but the delivery and emphasis is a bit different. The comparison this time is that the Camel No. 9 cigarettes transcend the stereotype of heavy and oppressive smoke that cigarettes can tend to evoke, especially for Camel whose research indicated that women’s general perspective of the brand was just that. The advertisement plays up the “female tailored” taste that is lighter and sweeter, like a piece of candy or a cupcake. Two interlocking roses surround the box of cigarettes in the middle of the advertisement giving the box a sense of floating or weightlessness. Additionally, the headline ‘light & luscious’ could also appeal to a sense of sexual empowerment by connecting the phrase to how women look or feel while smoking the cigarettes. It's reminiscent of the classic image of Aubrey Hepburn with slowly burning cigarette in Breakfast at Tiffany's, a 100-pound beauty with …show more content…
Reynolds’ campaign for Camel No. 9 clearly violated these restrictions set by the MSA along with many others. The party favor bags that were given out to guests at promotional events contained many items that clearly targeted young teenage girls. Some of the contents in the bags included candy-flavored lip-gloss, jeweled lighters, cell-phone jewelry, mirrors, and coupons for a clothing store popular with youth (2007 Camel No. 9). With this aspect of the product in mind, the tobacco company could have easily helped to avoid the challenges by not giving out favors so popular among teenagers. They could have included items like more mature make-up products and coupons for clothing stores that had a majority age range of shoppers that were above the legal smoking
Rather than having the female oriented cigarettes represent a fashion accessory, this time they took on that of a delicious treat or dessert. The layout also evokes a sort of classical elegance as the first two, the page itself simulates an old magazine ad: the Camel typography is slightly faded; the page is somewhat of withered beige and its framed with a rustic pink pattern. So the classicism remains consistent in this ad, but the delivery and emphasis is a bit different. The comparison this time is that the Camel No. 9 cigarettes transcend the stereotype of heavy and oppressive smoke that cigarettes can tend to evoke, especially for Camel whose research indicated that women’s general perspective of the brand was just that. The advertisement plays up the “female tailored” taste that is lighter and sweeter, like a piece of candy or a cupcake. Two interlocking roses surround the box of cigarettes in the middle of the advertisement giving the box a sense of floating or weightlessness. Additionally, the headline ‘light & luscious’ could also appeal to a sense of sexual empowerment by connecting the phrase to how women look or feel while smoking the cigarettes. It's reminiscent of the classic image of Aubrey Hepburn with slowly burning cigarette in Breakfast at Tiffany's, a 100-pound beauty with …show more content…
Reynolds’ campaign for Camel No. 9 clearly violated these restrictions set by the MSA along with many others. The party favor bags that were given out to guests at promotional events contained many items that clearly targeted young teenage girls. Some of the contents in the bags included candy-flavored lip-gloss, jeweled lighters, cell-phone jewelry, mirrors, and coupons for a clothing store popular with youth (2007 Camel No. 9). With this aspect of the product in mind, the tobacco company could have easily helped to avoid the challenges by not giving out favors so popular among teenagers. They could have included items like more mature make-up products and coupons for clothing stores that had a majority age range of shoppers that were above the legal smoking