In this Newport advertisement, the product is directed towards African American males. Usually, in Newport advertisements there is a group of people of different races.  However, this particular advertisement has specific audiences that it is focused on, which are older African American males. The male figure looks as if he is from the 70’s, so this product would help his image seem more hip and up to date. The advertisement is saying yes the man may be “cool”, but if he was smoking Newport’s he would be even more desired or cooler. He would also be more confident to go out and do things that he probably would not do if he was not smoking Newport’s. The advertisement is also biased because it is only showing that the product will help the older African American male’s appearance. There is no context, symbolic meaning, or symbolic messages within the advertisement that proves that the product can help a female or a Caucasian male with their appearance or self-confidence.

                How can the consumer be sure that the product really works?  There are no before and after visuals to prove the effectiveness of the product.  The advertisement does not include a price or the side effects of the product. Being that the audience is more of an older crowd how can they be sure that the product will not add to health problems or create health problems. If a consumer was to smoke the product will they begin to look like the guy in the advertisement or will they remain themselves? The advertisement as a whole is misleading and biased and it does not have any proof behind the propaganda that it is using.

lucky strike

                This early advertisement for Lucky Strike cigarettes is aimed at the white middle class of the early 60’s. The character in the advertisement is somewhat attractive and based on her style of dress it is obvious to see that she has a moderate amount of money. The lady is wearing a one piece bathing suit instead of a typical two piece, because in the 60s if you showed your abdomen you were seen as a slut or whore, so by the lady wearing a one piece it shows that she has sophistication. The advertisement  violates a few social norms, one example is that the advertisement suggest that this brand of cigarettes are healthy, when it is a proven fact that smoking cigarettes causes lung cancer, heart attacks, strokes, emphysema, bronchitis and some repertory diseases. No matter what brand of cigarettes all of the side effects are negative. The advertisement also states that the brand of cigarettes will help maintain your figure by being a substitution for food, when a person feels that they are about to over indulged the advertisement suggests a Lucky Strike cigarette instead. Though the advertisements main purpose is to sell Lucky Strike cigarettes, it is also selling other ideas. One idea that the advertisement is selling, is the idea that if you smoke Lucky Strike cigarettes you will be in better shape than a person who eats regularly instead of smoking. Because the cigarette acts as an appetite filler without the calories, therefore you are able to maintain an ever youthful figure. Pathos and logos are heavily involved in this advertisement because, the lady has a smile on her face expressing her emotion as being happy with the cigarettes and it has logos, because it is logical for someone who wants to maintain their figure to smoke cigarettes instead of indulging in food.

budwieseser\

            This Budweiser advertisement is from the 60’s and is presenting the stereotype of women and their position in a domestic relationship. This advertisement is interpreting that the women should be submissive to their husband. They should stay at home and take on the responsibilities that a wife should, while the men go out and work and socialize with their friends. The woman in the photo is pouring her husband or significant other a glass beer with a smile on her face she is showing pathos because she seems happy to be able to cater to her partner after long days work. The male figure on the other hand, has a smirk on his face symbolizing authority over the woman and his position in the household. This violates a social norm because women are suppose to be treated like equals but in this advertisement it shows that women are only expected to cater and be dedicated to fulfilling their partners desires.  The female’s position should not overbear the male’s position. The advertisement has ethos, because the product shown has the ability to make people do things that they may not normally do, so the woman may be under the influence or impression that the man is of king and deserves special treatment. The advertisement is suggesting and presenting male dominance. The mental ability of the female has been corrupted due to the physical being and the social norm of the male figure during that social time period. The product is only fit for kings!

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