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.