Luxury & Age

Luxury & Age

The fashion industry creates some of the most influential advertisements of our time.  The fashion company Chanel is a luxury brand designed for the upper class citizen who doesn’t mind spending $55.00 on a “Firming and Smoothing” facial foundation.  But who set that price? The advertisement company did by creating ads that made Chanel appear to be a better quality product than other companies.  When Chanel first began the advertisement company decided they wanted Chanel to be a luxurious high priced brand.  Therefore, those advertisers created ads that made Chanel products appear to be high quality so they could set the price high and still have customers.

            Chanel has an impact on each and every woman in the world.  It doesn’t matter if that impact comes from a friend owning Chanel products or seeing a magazine advertisement for this luxurious brand, they still send out a message.  Let’s start with young girls and what message they get from Chanel and the fashion industry.  If a young girl sees a billboard of a gorgeous model with tan, smooth skin and the words “Chanel” in white words against a black background she will look at the ad more closely because of its’ stunning beauty.  The message that advertisements like these give to young girls is “wow, that lady is really pretty, maybe if I use Chanel I could be that pretty” and that is what is wrong with the fashion industry.  That young girl is going to remember those words and the emotions that she felt when she saw her first Chanel advertisement. 

            Teenage girls also are affected by the fashion industry’s manipulative message.  Teenagers in general are very sensitive and open to try new things.  They are also desperate for the attention of schoolmates to make new friends.  One look at a Chanel advertisement of their lavish jewelry or “transforming” foundation and that teenage girl is going to save up her money for that particular product that may hold her key to popularity.  One specific ad for Chanel shows a young beautiful girl (of course) wearing oversized black sunglasses and large hoop earrings, both are encrusted with Chanel’s well known double “C” logo.  This ad appeals to teenagers because one look at this and they can picture themselves wearing those sunglasses or earrings to school one day and can imagine every girl complimenting on their new investment in Chanel.  This new addition to her wardrobe is capable of boosting her confidence to be more outgoing because she is now a proud owner of Chanel.  A brand that her schoolmates think only the rich and famous can afford.

            Middle aged women are even affected by the fashion company’s messages.  Middle-aged women are dealing with a lot of things in their life.  They are getting older and dealing with how to make their body look appealing to their aging skin.  The largest flaw in middle aged women that fashion industry’s have made a huge emphasis on in the past couple years is wrinkles.  The advertisement companies have filled the minds of middle aged women with the message that wrinkles can be “gone in a flash: with this product or buy this product and you can be “young and beautiful again, wrinkle-free”.  When in reality they are beautiful and wrinkles are a normal part of life.  But now that advertising companies have found a solution to get rid of wrinkles forever, why pass it up?  Chanel in particular has a $96.00 “Retexturizing Line Correcting Night Cream” that will “Actually help reprogram skin to outsmart time…Skin is firmed and retexturized for a vibrant, young look.”  Just simply spread it on your face and neck every night and you will be transformed.  The message seems so promising and if a consumer is willing to pay top dollar for a product, they expect a top dollar result. 

            Chanel’s message even spreads to the elderly women.  These women have been customers of Chanel for so many years that they are convinced no other cosmetic company will do justice for their needs (or is it wants).  For instance, my grandmother is 72 years old and the only perfume she uses or purchases is Chanel Number 5.  Personally, I think that perfume does not have an attractive scent and is overrated but since it is Chanel and promotes the classic “what every real woman wears”.  I believe that is why elderly women are attracted to it.  The catchy Chanel N5 ad shows a black and white photograph of a model that looks like she came straight from the ‘20’s or ‘30’s.  Her outfit is complete with a white fur coat around her shoulders and a diamond clip in her hair as well as sparkling diamond earrings.  The beautiful woman is holding a bottle of N5 perfume spraying her neck.  The expression on her face is one of pleasure and enjoyment.  This ad attracts elderly women because they grew up loving women and celebrities of the ’20 and ’30 generation and have associated Chanel N5 with those glamorous celebrities all their life.  So when these elderly women use the same perfume as those celebrities, they are led to believe that they can be as elegant as they were in the ‘20’s and still maintain that modern elegance.  But can only achieve this with the classic Chanel N5 perfume.

I will admit that I own a Chanel perfume and have been sucked into these advertisement traps but that just makes me realize how manipulative and controlling these advertisements are.  The ad that I saw in a magazine that made me want to purchase the Chanel Chance perfume was one with a white background and the black word “Chanel” in the top right hand corner.  The word “Chance” is in pink located right above the word “Chanel”, which is unique for Chanel ads because they usually don’t distract from the word Chanel.   However, their target market in this ad is teenage girls so exceptions can be made since this is where advertisers can grab attention from a potential Chanel customer for life.  The bottle of perfume is enlarged to fill the page and the liquid inside the bottle is lime green, which brings fun and excitement to the ad.  Holding onto the oversized bottle of perfume is a model dressed in a white outfit with a feathery skirt that is short and fluffy.  Her hair is in curls, twirling in the air and her facial expression shows enjoyment.  To add to the happiness effect, the cap of the bottle looks like it exploded off and the green perfume is splashing out of the top, which a viewer may associate with splashing around in water.  There are three words at the bottom of the page in black that say, “Sparkling. Spirited. Surprising.”  When I saw this ad as a teenage girl I fell in love and immediately felt the need to buy this amazing, fun Chanel perfume.  This need was felt because not only was it a Chanel product but it was also a Chanel product designed especially for teenage girls.  Therefore, I felt the immediate need to acquire one of these amazing bottles of perfume and what they represented.

Looking back I now realize that it was a waste of money because I could buy a spray bottle of perfume at Target for about one tenth of the price.  This purchase made me realize how convincing and effective advertisements are toward the everyday person.  They create a problem that doesn’t even bother the consumer until the ad points it out and then makes their product the perfect solution. 

Advertisement companies created Chanel into the high class company that it is today.  Coco Chanel was the woman who began the major fashion company of Chanel.  When Chanel first started off, she obviously was not immediately the most sought after designer or made clothes for all the celebrities the second she began fashion.  She did not make the company achieve this goal; the advertisement company gets credit for that one.  Imagine a world without advertisements, not one single person would have the desire to purchase a new car, because the car they have now works just fine; there would be no need to replace it.  Every woman would feel beautiful and wouldn’t feel the need to spend a hundred dollars on a night cream that “retexturizes” their already beautiful skin.  Young girls wouldn’t feel the pressure to start wearing make up in order to fit in or feel beautiful, because they already are without it. 

The ad I focused on is one by Chanel and it is promoting their new Autumn 2008 Makeup Collection.  The ad has a solid black background with a close up face shot of a gorgeous model who has bright blue eyes.  There are white letters that spell out “Chanel” and located in the top right hand corner.  The model’s face is flawless and breathtaking because of her beautiful skin.  There are three make-up products in the lower right hand corner, which is a unique place for them because it’s not drawing attention to the products.  The ad is more focused on the model’s face and the word “Chanel” than it is the actual product. 

One product is a compact powder foundation with a brush.  The compact is colored black and contains the double “C” logo on the top, just to remind the buyer that it is Chanel.  Another product is a liquid foundation that has a black top and again the Chanel logo imprinted on top.  The third product is a tube of concealer, which is used to hide blemishes (or pimples, bags under your eyes).  The top of the tube is, of course, black as well as having the Chanel logo on top.  The color black seems to be a repetitive color for the advertisers for Chanel.  Black seems to put on a feel of luxury and class, as opposed to white or nude which is simple and pure. This ad sends out the message that if you wear these new products coming out from Chanel that your skin will be as beautiful and breathtaking as the model’s in the ad.  When in reality the models’ face was most likely Photoshop’ed to simply attract buyers. 

In my anti-ad I used a solid black background as well and used a Dove model for my gorgeous model.  Dove models look more like the average woman because their skin is not perfect or “wrinkle free” nor is their body tiny and curve free.  She represents the average woman and not the unhealthy typical model.  She is also smiling rather than posing for the camera.  The white letters in the top left hand corner spell out “Channel” because that is how a person who sees the word “Chanel” but isn’t familiar with the French company, usually mispronounce it by saying channel.  Another reason I chose to use “Channel” is because many of Chanel’s customers are channeled into buying their products.  These consumers notice that celebrities and their upper-class friends are buying Chanel and maybe just join the crowd and buy Chanel too.  These people are being “channeled” to buy Chanel, hence my product’s name “Channel”. 

The three products my ad is trying to sell is Coopertone sunscreen, Chapstick and a compact mirror.  I chose these products because chapstick highlights the natural beauty of women’s lips and sunscreen protects the beautiful skin of women from the dangerous UV rays that can cause cancer.  The compact mirror is used to represent that small mirrors are acceptable to the average woman. They are acceptable because compact mirrors are usually used for small things like to get something stuck in your teeth out or to see if there is anything in your eye.  Most women do not use a compact mirror to put on foundation or eye makeup.  The bottle of the Coopertone sunscreen is a bright blue with even brighter yellow writing.  The Chapstick tube has a white cap and a black logo.  The compact mirror is a mixture of various shades of brown.  These colors help add to the purpose of these products, which is necessity.  The bright blue of the sunscreen immediately draws your attention to it because it is an important product, due to the fact that it protects your skin from cancer.  The white tube of the chapstick is just a normal color which emphasizes the normalcy of this product.  The brown of the compact mirror is for decoration because almost everyone owns a mirror, so decoration is needed to make it attractive to the buyer.  All of my products are ones that either highlight natural beauty or protect your skin.  Unlike Chanel’s products that cover up natural skin and “hides blemishes”.  The words, “Fall 2009. Real Beauty” are located in the lower center of the page.  These words send out a message that real beauty overcomes the beauty displayed in the Chanel advertisement.

The fashion industry is one of unimaginable competition and many people will do whatever they can to make it into the fashion career and to work alongside a Chanel representative.  However, this industry is distorting the worlds’ view on beauty and changes the way women of every age feel about themselves.  Chanel is charging middle aged women $96.00 for a cream that “retexturizies” their skin when there is nothing wrong with their skin in the first place.  My anti-ad sends out the message that makeup is not a necessity but sunscreen and chapstick are and that real beauty is more attractive than fake beauty.

Works Cited

“Coco Chanel”. Women’s History. Web. 12 Nov. 2009. <http://womenshistory.about .com/od/chanelcoco/a/coco_chanel.htm>.

 “Holiday Colour 2009”. Chanel. Web. 11 Nov. 2009.  < _n=psearch&gclid=CPfypYvdk54CFU8M2godoG9d5w>.

 “Who Are We”. Y&R. Web. 12 Nov. 2009. <;.


Cigarette Ads are Bullshit

          More than 5.5 millions tobacco consumers die every year ( The tobacco industry makes billions of dollars every year. The tobacco products are produced by the trillions every year. Tobacco is portrayed and sold as something that is perfectly harmless, especially in advertising, when it is killing hundreds of people every day. Tobacco ads seemed to have made their biggest mark in the mid 1900’s when they showed beautiful people doing beautiful things in beautiful places. They generally showed the guy who had his fancy car and the girl who was beautiful beyond belief and they were both smoking cigarettes. The image has to be that beautiful people smoke cigarettes so that the consumers would continue to buy a product that is detrimental to their health. The ad in this paper is on Tipalet; a flavored cigarette from the 70’s that “only the best men” smoke.

          The background of the ad is yellow in the center and fades out into a burnt orange color. The colors are used to be inviting and warm, because they are the colors of sunshine. People will be drawn to the warm colors and feel more comfortable. Instead of feeling like the poster is cold and distant the person will want to look at this because they will feel the sunshine radiating at them off of the page, and who doesn’t want to feel warm sunshine. There are two characters in the ad, a man smoking a Tipalet and a woman who he is blowing his smoke at, so that she can smell the “amazing” flavor. The woman is gorgeous, she is perfectly tanned with long brown hair, and fan-like eyelashes that go around her big brown eyes that are staring at this very handsome man who has a chiseled and perfectly rugged chin and perfect facial structure that blows the smoke perfectly in the beautiful woman’s face. The woman is wearing a white, sleeveless, v-neck t-shirt, which is another hint that they may be in a warm comfortable place. They are people who look like they should be movie stars or at least models in the magazines. The woman appears to be enjoying the smoke that is being blown in her face by this very handsome man. The ad is warm, beautiful and full of happiness, so the consumer feels like they will have a warm and beautiful life that will resemble the advertisement.

          The writing in the ad is mainly a small white font that reads “Blow in her face and she’ll follow you anywhere.” This insinuates that the woman is mesmerized by the smell of the flavored cigarette, so mesmerized that she will follow the man anywhere he goes. The submissiveness of a woman is being played up, the Tipalet smoke is supposed to bring that quality out in the woman. This can also have a sexual meaning, because if a beautiful woman is willing to follow a man anywhere, then she is even willing to follow him to his bedroom. This ad is directed toward a male audience, because they are the ones who typically want beautiful women to follow them around, especially to their bedrooms. The male looking at this ad may think that he can even get a girl as beautiful and submissive as the woman in the ad to follow him around and do whatever it is that he wants her to do.

          The ad also has a box that says, “Hit her with tangy Tipalet Cherry. Or rich, grapey Tipalet Burgundy. Or luscious Tipalet Blueberry. It’s Wild! Tipalet. It’s new. Different. Delicious in taste and aroma. Oh yes… you get smoking satisfaction without inhaling smoke.” It also has another part that says, “Smokers of America, do yourself a flavor. Make your next cigarette a Tipalet.” and the word Tipalet is much larger than the other words on the tan box. There are images of the boxes of the four flavors of Tipalet, and there is also the price below that. The box is conveniently placed over the man to show the fair amount of cleavage that the woman is exposing. This may be another way of adding a sexual connotation, because this is a place that a man’s eyes are easily drawn to. This part of the ad is in the lower right corner because it is important, but the image needs to be portrayed more than anything else, so that the consumer gets a good view of what they could have if they also smoked Tipalet flavored cigarettes.

          Unfortunately life isn’t as beautiful as they have portrayed it in this Tipalet advertisement. Majority of the people who smoke die from a smoking related illness, like lung cancer. The Center for Disease Control (CDC) says that smoking is the number one preventable cause of death in America. Another ugly truth is that half the people exposed to cigarette smoke die because of a smoking related illness, even if they have never states that in the U.S., about 50,000 people die each year from secondhand smoke-related diseases. Usually smokers aren’t so beautiful after they have been smoking for a while, so the handsome man will probably become quite ugly in a couple of years. The skin ages quicker, loses elasticity (wrinkles), and goes through discoloration all because of smoking ( Smoking doesn’t give the smoker a more glamorous life, if anything it takes away from what the person could have, because now they have an addiction that they are spending their extra money on, that they could be spending on something that could actually benefit their life. An article on states that depending on the state and quantity a person smokes in, the average smoker stands to save $300 to $500 per year. The reality of smoking cigarettes is that they have no beneficial effect at all, and the images portrayed in their past, present and maybe even future advertisements are all bullshit. If I was in charge of marketing for cigarette companies I would probably get fired after the company saw my first ad, because I would tell spectators the truth about the product that I was selling.

          In my cigarette commercial there would be the truth, the entire truth, and I think that it would be great. The commercial would begin on a gloomy day, one that is grey and cloudy. There will be no smiles or happiness, which is exactly when cigarette smoker tend to need to smoke. The unpleasant background symbolized the unhappiness that most cigarette smokers feel when they feel the need to “relieve their stress” by smoking. The place will be a bus stop where the man has been standing and becoming quite impatient, so his anxiety is building up. The man is looking at his watch continuously because he’s running late for work. A calm voiced, male narrator will come on and say, “This bus stop is not in the best of neighborhood, but this stop is in the man’s neighborhood. This man has a lot to think about, he has kids to provide for and he is trying to move into a better neighborhood so that he and his family can live a better life.” This is how most real smokers live, not saying that no smokers live a good life, but that’s just what the man in the commercial and majority smokers live.

          The man is not the best looking guy on earth, but he’s clean and employed. He’s wearing a plain white button up shirt and a pair of khaki slacks. The man is just trying to get to work and he is getting more anxious, but then a beautiful woman walks up to the bus stop. The man glances at her and thinks to himself, “Damn she fine!” Narrator, “The anxiety of running late for work and seeing this beautiful woman built up to the breaking point. He has to have a smoke.” So he pulls out his box of flavored cigarettes and lit it with an American flag lighter. After a slow and long puff the man feels the tension leaving his chest. The man glances back at the woman and now she is making a strange face, not of disgust or enjoyment, just strange. The man decides he’s going to speak to the woman, so he turns to her, takes a small puff and blows the cherry flavored smoke in the woman’s direction. The woman begins to look toward the man, and as she is turning her head she gets a face full of smoke. The woman’s face goes completely blank as she stares at the man. After a moment of blank staring the woman says “Your pungent throat smoke is burning my nostrosities (which is a made up word for nostrils)” very emotionlessly, then turns around and storms away. After the woman gets about five feet away she swings her body back around and says “I am not one of those submissive women who go for anything. This is a new day and I won’t stand for that kind of disrespectful treatment toward me or the environment.” Then the screen goes black and white writing appears on the screen stating “It is estimated that secondhand smoke exposure causes approximately 3,400 lung cancer deaths and 22,700–69,600 heart disease deaths annually among adult nonsmokers in the United States”.

          Cigarettes are killing about 5.6 million people in the United States each year and by 2020 that number is expected to leap to 10 million ( This smoking issue needs to be addressed and the first step is to stop portraying the false image that the tobacco industry spends millions of dollars on. In my anti-ad I have dissected and completely flipped one of the images that was once associated with smoking. Removing the “bullshit” in question is like blowing away the smoke so the smokers of the word can see the truth. The truth is what will prevent a kid from trying what may become their lifetime addiction and stop a father from exposing his children to secondhand smoke. The truth will save lives.


Works Cited

Rough Sketch of Commercial

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                                                                                                                 Dorian Earley


                                                                                                              Enc 1101, Sec-51


                                                                                                                    Josh Mehler


The McBypass is Back

           McDonalds is one of the most prominent food industries in the world. As a result they have some of the most influencing advertisements that lure their customers in one by one. Unknowingly the people that the McDonalds Ad’s attract are subject to the effects that weren’t mentioned in those delicious, mouth watering, posters. Its time the people know what they truly are receiving when it comes to those pictures they see in magazines and on billboards. Maybe it’s a human element that the McDonalds Company has taken advantage of when pulling their prey in or possibly we just want to ignore the fact that we can be so vulnerable to the attractions that McDonalds as an industry can produce. Its time to wake up and smell the French fries because The McBypass is back.

For years one of the most famous advertisements of the McDonalds Franchise has been the McRib paired with that catchy slogan that reads “the McRib is back”. It goes all the way back to 1981 and the people are still going absolutely crazy over it today but, why? The answer is in the McDonalds advertisements. This ad in particular has certain values that McDonalds tries to represent with the picture and the slogan that follows it. The slogan is one of the values McDonalds basis most of their success on and it represents the initial response. In this case, you could be hearing it on TV or reading it on a poster while driving in your car and its purpose is to make you want there product plain and simple. You think to your self hmm, the McRib is back and instantly they just have won you over and you don’t even realize it. When you hear this sales pitch “the McRib is back” you think to yourself well where did it go? The truth is it’s just a limited item so they can’t keep it on the menu forever. McDonalds tries to make this fact appealing to the customer. But this is all for show and just another trick McDonalds has up there sleeve. They make it seem like because it’s a limited item it must be really good and in turn makes the consumer more attracted. But, you have to realize just because its back doesn’t mean it good and it’s another example of how McDonalds makes the McRib so appealing. Another value this McDonalds ad tries to portray to the viewer is in its picture. The perfection of a juicy, barbeque sauce covered, rib patty between two tasty sesame seed buns makes your stomach rumble. Sometimes you’re not even hungry and you still want to take a bite. McDonalds doesn’t just put a picture of McRib patty in there advertisements that wouldn’t be deceptive or appealing. Their goal is reel the customer in like a fish and just like when you’re fishing you have to hook them to reel them in. So the hook in the picture of the McRib advertisement is the background. The background covers up what the McRib is and what the MicRib isn’t. In this particular picture it shows the “beautiful” MicRib with bright lights shining down on it from the sun like it came from heaven. There’s clouds all around it like it is just floating down from the sky evading the true picture of a McRib. They use the background to their advantage to make it seem like the McRib is a gift from god. And they even got people who actually believe this. That’s how tempting and sneaky these images are to the human brain and is why The McDonalds business has prospered for so long. The last value that The McRib Advertisement tries to distinguish is in the reputation of the McDonalds name and all the things that surround them. That means when you think McDonalds you automatically see the word cheap in your brain and visualize dollar menus and two for two deals and you feel as though it’s more cost effective to eat there instead of cooking your own food at home. On top of that McDonalds “tastes better too”. In your mind it’s two for one McDonalds wins every time but really you’re loosing every time you let that McRib ad pull you in and take a bite. Of course McDonalds in one of the biggest food industries in the world and yes there food is cheap but, don’t let that fool you into thinking their food is good for you. I read it all the time from customers that the FDA regulates everything McDonald’s makes, but that is false information and just another deceptive way the MicRib puts a trance on the human intellect.

All you have to do is look at the facts, the nutrition facts that is. There are five hundred calories in a MicRib sandwich, which is twenty five percent of what we need for the whole day. There are twenty six grams of fat that is two times the RDA(recommended daily allowance). There is nine hundred and sixty mg of sodium which is off the charts and can lead to high blood pressure as a young adult. Not to mention the eleven grams of sugar which doesn’t help at all. This is the real McRib behind all the catch phrases, pictures and reputations it what everyone needs to see, the truth.

Now the McBypass is back; one saturated, transfat filled, hormone injected rib patty between two calorie packed buns.  This is reality and the bare truth to what foods you are really putting into your body. With this McBypass comes a lifetime of low self esteem and gym memberships topped by life of unhappiness. You know you want one. You are guaranteed to have a heart attack by age thirty and that’s a guarantee folks. This is what the Ad really is if you take the time so see the facts. In this Ad there are also values that represent the concept that McDonalds is trying to have come across.

First off is the catch phrase “the McBypass is back” which represents the effect or consequences of eating this fat filled sandwich. You get a tasty, processed, pseudo meat with all the amenities which are heart disease, high blood pressure and atherosclerosis. It’s the perfect combination if you want to live a short and unhealthy life. Come on live it a little and I mean that literally. Go and have some fun and give your self a break from the usual food and have something that you don’t know where it came from. Its like your birthday you never know what your going to get it could be cloned cow or a sick cow or maybe not even a cow at all that’s why its so special and the McBypass is back. Another value is the picture in the advertisement of this delicious five hundred calorie packed delight. You can really see the fat in the middle of the patty, it brings out the fakeness in the meat and it shows the fake indentations of bones in a real rib. Mmm… makes me want to just sink my teeth into it but, who knows how long ill have those if I keep eating all the sugar that the McBypass is packed with. See it’s another surprise that makes you want to just have a McBypass. The third value that the ad brings out is the true sense of what a McBypass represents and that is a fake. Ribs are supposed to have bones but, not a McBypass. A rib is suppose to be brown but when you wash off the sauce and cut it in half you can really see that the McBypass is white ummmm… Another example is the Fact that your paying money out of your pocket for a patty of fat, sugar, and calories it’s almost the same as killing your self and your paying for it. But, hey after your third bypass surgery it becomes second nature and you will get used to it.    

             So in conclusion you finally can see the truth of what McDonalds brings to the table and that’s lies, lies and more lies and you can really notice how deceptive they are. You see all of their tricks and know all there little catch phrases that they use to bring you in but, don’t buy into because just because the McRib is back doesn’t mean its time for you to go buy one because know you really know that the McBypass is back and its hot and ready come and get it. In the end only you can decide which one you really want but one things for sure and that’s the MicRib is only temporary but the consequences last forever Continue reading

Global Warming Ready?

Anti- ad

Anna Cannella

Enc1101- 51

Joshua Mehler


Global Warming Ready?

Advertisements are meant to stand out to a certain audience. They are supposed to catch your eye and give you that sudden urge to buy their product. However, sometimes advertisers can take their message a little too far. In the clothing line Diesel’s latest fashion advertisements, they launched a campaign called “Global warming ready.” In these ads they have models posing in designer Diesel clothing surrounded by a world changed drastically by global warming, while they lounge and enjoy partaking in everyday life activities. Diesel’s advertisements make our changed world look enjoyable and show the models doing things they would do during their everyday lives. These ads are meant to give the message that global warming is inevitable and affluent people will still buy expensive clothing in a world affected by raised temperatures. These ads mock what environmentalists are working for and trying to make our society become aware of. In reality, helps to contribute to global warming because of the values they convey in their ads.

If you look at all the different ads of the campaign, they all are slightly different, but still convey the same message. One ad is of a couple surrounded by elevated sea levels with New York skyscrapers peaking through the water. It is obviously hot out, the sun is brightly shining down on the couple and the woman is pouring a glass of crisp cold water into the man’s mouth who is resting his head on her lap. They are both wearing trendy diesel clothing; the woman is in a light and airy dress while the man is wearing a shirt unbuttoned and pants rolled up at the ankles. The couple seems to have no cares or obligations to take care of and certainly aren’t worrying about the depletion of our ozone layer or the fact that most of New York is submerged in the Atlantic Ocean. Another ad is of models relaxing in what looks like a tropical paradise. Two women are lounging on a bench surrounded by leafy green foliage and palm trees. A man is greeting them as he walks by with his exotic pet iguana on a leash. All three models are in white Diesel apparel making them stand out among the vibrant green setting, and they all seem to be once again enjoying themselves and living a relaxed lavish lifestyle.  However, you can see the Eifel Tower in the background of the ad, making what seems like a tropical paradise actually our future Paris due to global warming. A third ad from this Diesel campaign is a man and a woman sitting on the Great Wall of China. You see the Great Wall of China stretching on for miles, but you only see portions of it. The rest is covered in sand and the land looks now like the Great Sahara Desert. This ad is very similar to the other two described, the couple both seem to be enjoying themselves despite the fact that they are in a desert and the sun is beating down on them with not a cloud in the sky. These are just three examples of ads from the “Global Warming Ready” Diesel campaign. Though they are all slightly different they all convey the same message of what our future might look like as the effects of global warming start to take full effect, and that global warming can’t stop you from living your life.

The text aspect of these ads are all the same and is what carries throughout the Diesel Campaign. “Global Warming Ready,” is placed in the corner of the ad, and is small and in white font. “Global” and “Ready” are slightly larger than “Warming.” Putting more stress on those two words makes the audience see “Global,” which is a word that is associated with the world we live in today and its many different landmarks; and it also helps the audience to notice “Ready,” a word that makes you think of being prepared and fit for any conditions that are thrust upon you. However the word “warming” is not so prominent, so perhaps the audience will not pay as much attention to the word, and gives the message that the warming part is a miniscule piece of global warming, and that you can still travel globally and be fully prepared and ready to live your life, in Diesel clothing of course. The text looks also like it was stamped onto the ad. This stamp effect gives the audience a feeling that it is a stamp of approval; something approved by the government. What the people are doing in the ads are things that you can do to cope with global warming; which is to buy and wear Diesel clothing while you relax in an area extreme climate change. This text helps to convey the values of Diesel’s Clothing line.

The values that Diesel clothing line are trying to convey are that life goes on even during global warming, and you can’t let it stop you from living your life. Even through global warming people should continue to buy Diesel clothing; and if you do this you will be happy and you will be ready to cope with the environmental changes. With Diesel clothing you are now ready to live your life in a time of turmoil. However, not everyone can afford to buy Diesel clothing, and if they can’t afford this clothing line, they most definitely can’t afford to alter their lives due to the drastic environmental changes. Diesel is promoting these luxurious upper class lifestyles that only the rich can afford. Also, when you look at the ads, you only see the models in Diesel clothing with no other people in their surroundings, giving the value that if you are rich and can afford Diesel clothing, you will survive the drastic climate changes due to global warming.

Global warming increases the amount of extreme weather events, like hurricanes, heat waves, and forest fires, and the IPCC also stated that global warming can lead to future food and water shortages. For the average person this means that they can lose their job or their home because of catastrophic weather events. If that isn’t bad enough, there will be a shortage of food and water causing prices of these goods to elevate, making it impossible for the middle and lower class person to survive.

My anti-ad is of what it is really like when we start to experience the extreme weather changes. The ad is of three men. They are all running through what looks like an extreme hurricane. There is major flooding and they are treading through water while they get blown by high speed winds. In the background are houses lifted off the ground, getting completely ruined by this torrential down pour. The three men look completely distraught, they are fighting for their lives and are acting on complete instinct, unlike in the Diesel ads where they all have time to relax and enjoy the heat. None of them are in Diesel clothing, they are in shorts, t-shirts, and raincoats. They are in whatever they fled their home in and are too worried about keeping alive to even think about buying the latest Diesel fashion; given that they most likely have no money it’s hard to think that they would even be able to buy a pricy diesel outfit in the first place. Overall when these men’s house were being pummeled to the ground and carried away by a massive flood, they were hardly thinking about what clothes they were wearing at the time.

The text of my anti- ad is “Global Warming Ready?” with the word “Warming” slightly

larger than “Global” and “Ready” to emphasize the fact that our earth’s rising temperatures is a big deal, and can catastrophically alter  the world we live in. Rather than the anti-ad having the stamp of approval, it is more a stamp of questioning. I added a question mark at the end of the phrase because people can never be truly ready to deal and cope with global warming. I have the text on a piece of the visual portion of the ad that is detached from the rest of the corner. This ripped corner represents the hardship that global warming puts on people; and how our world is slowly being destroyed and torn apart by natural disasters due to global warming.

The values that my anti- ad trying to convey is that global warming is a serious issue. Not only can large scale food and water shortages take a toll on people, but it is also going to greatly affect our wildlife. Another value that comes out of my anti- ad is that global warming is a crisis, not a fashion statement; you don’t see these men toting large fancy leather bags while they try to survive a severe tropical storm. Global warming should be a serious issue for both the upper and the middle and lower classes because it ultimately affects everyone, and you can’t solve this issue by buying expensive designer clothes.

Diesel clothing line’s campaign on global warming to help sell their product, though creative, sends out the wrong message to our society. It gives the impression that life will still go on and you will still be able to live this extravagant upper class lifestyle, when in reality, it will hit people hard. Global warming will eventually cause people to have to find new places to live. Diesel’s mindset towards Global warming won’t help to prolong global warming from happening, it will only give people the satisfaction to keep doing things in their everyday lives which can be harmful to our environment because they now have the satisfaction of knowing that their life won’t change when severe climate changes start to take place. In reality, everyone will be affected by global warming in some way no matter where you are from or what class you are categorized in. It is up to the people as a whole to take initiative and put a halt to global warming so we as a people can continue to thrive and grow.



“Global Warming Fast Facts.” National Geographic News. 14 June 2007. National Geographic                                                       Society, Web. 13 Nov 2009. <;.

Spring into a Life without Coke

William Walker


Josh Mehler

The advertisement I have chosen is a Coca Cola ad from last spring. It was part of coke’s campaign to make the spring all about coke and the lifestyle they created to go along with it, one of happiness and a care free attitude. The ad depicts branches, flowers and butterflies all coming out of the top of a bottle of Coke, the whole scene is very colorful which clearly contrasts with the solid red silhouette of the coke bottle itself. Along the bottom of the ad is the slogan “spring to the Coke side of life”, a rallying call to anyone that does not regularly drink coke. The reason I chose this ad is because it delivers a clear message about coke and what life with coke is like which may or may not be true.
The main element that the ad utilizes to convey its message is color. There are a wide range of colors coming out of the top of the bottle and they are all very bright and have a child-like quality because most of them are very light. This helps to emphasize the care free lifestyle that coke is promoting, as well as conveying the joy of a child as all these fantastic colorful things flash in front of them, nearly promising the same feeling to anyone who tries coke for the first time and realizes the advantages of going over “to the coke side of life”. The bottle itself contrasts greatly with the colors of the things coming out of it, it is solid red along with the text. This is to emphasize that the coke is not part of all these benefits of the coke life but is the source and cause of the benefits, with this the advertisers make the viewer believe that these joys of life are impossible to achieve without the help of Coca Cola.
The ad’s main value is change and it is strongly urging people to change their lives and to take up drinking coke. It does this using certain text and imagery working together, the slogan read “spring into the Coke side of life”. The word “spring” has a number of different implications. Spring, the season, is generally seen as a period of change from the bleak hopelessness of winter into the joy and fun of summer. This introduces the idea that if you do change and start drinking Coke that your life will only continue to get better as you transition into a life that is summer-like. The word spring in the text also indicates a very sudden change illustrating that the target market for this ad are people that may not be regular Coke drinkers, urging them to change their ways and pick up a bottle today. If this had not been a spring time advertisement campaign then some other words that could replace spring are “plunge”, “leap” or other words to that effect that signify suddenly immersing yourself in this coke lifestyle. In these ways Coke is manipulating the viewer into believing that changing to drinking coke is the best way to go and that without doing so you will continue to live a stagnant existence. The imagery of the butterfly also helps to strengthen this point as butterflies are not only a sign of the beginning of spring but are also an almost international symbol of change as they grow through the distinct phases of their lives going from a caterpillar and emerging as beautiful butterflies at the end. The ad is therefore implying that if you start drinking coke this spring then you will have a richer life once you have fully transformed into someone on “the coke side of life”.
The position of the Coke bottle at the base of the picture exemplifies the value of coke as the source of happiness. The Coke bottle is shown as the source of all the good things coming out of it. The bottle looks like the trunk of the tree growing from it and in this way the advertiser is trying to convey the message that it is only through coke that all these wonderful spring time things can be experienced and that without Coke your spring will be boring and bland. The white background helps to emphasize what type of life you will have without Coca Cola, if the colors signify happiness and joy then the white is the absence of these things and since all the color is coming out of the coke bottle it is implied that a coke-less life is a joyless life. This particularly applies to the main target market of non-Coke drinkers as it demonstrates to them that the lives they are living are empty and that they truly need coke to be fulfilled and thrilled by their lives. The tree made from the coke bottle also refers back to the idea that your life with coke will continue to change for the better if you drink it, it will not just be one sudden change but a lifelong evolution, because a tree is a living thing that grows and changes becoming larger and more fruitful. Therefore with the background and the position of the bottle the advertisers are doing all they can to emphasize that you should start drinking coke because without it your life will be boring and colorless, not the ever changing, exciting and meaningful life that you could live “on the coke side”
On their website, the coca cola company says that “All foods and beverages can fit into a healthy, balanced diet when consumed in appropriate portions and with appropriate frequency.” This is certainly true, but it is also the best example of the way that the company addresses the question of the health risks of drinking Coke. Instead of facing their accusers head on they dodge all the questions they are asked with this kind of ambiguous general health advice. The Company also claims that by putting large noticeable labels on their products people will be able to make an informed decision about Coke but noted health website say that the Coca Cola company is not concerned with people’s health but rather the promotion of healthy living by the company is nothing but “a shrouded move to wield off the government’s consideration of imposing a soda tax on the beverage industry”. This tax has been proposed by several of the nation’s top health officials who claim that a tax on soda will lead to people cutting down on the sugary drink and eventually to a decrease in obesity rates in America
The Coca Cola Company continues to mislead its target viewership with this ad, most importantly it shows that coke will lead to a happy and care free lifestyle, ignoring all of the health ramifications of drinking coke. Any kindergartener can tell you that soft drinks are bad for your teeth because they have sugar in them, what they don’t know is that the active ingredient in Coca cola is “phosphoric acid. Its pH is 2.8. If you handed someone a bottle of phosphoric acid and told them to drink it you would be unanimously turned down, but we drink it in small amounts every time we drink coke and it damages both are teeth and more important things on its way through the body.
Coca Cola also contains 23 mg/fl oz of caffeine which is a stimulant drug. In this small amount the caffeine is not dangerous (it takes 5-50g of caffeine to be fatal) but caffeine is still addictive and therefore users will be driven to drink more and more coke, a manipulative business technique to say the least. We can also build up tolerance to caffeine, meaning that we need more and more to get the same energy buzz from drinking a caffeinated drink. The main issue that caffeine raises is that after the immediate buzz, you actually crash, which leaves you with less energy than before. This does not sound like the key to a fulfilled and adventurous lifestyle.
Then there’s the obvious sugar content and its effect on oral and overall body health. One 20 fl oz bottle of coke contains 28% of the normal person’s daily sugar allowance, this information is available right on the side of the bottle. This means that people who drink four or more cokes in one day are exceeding their daily allowance even before they eat anything else. Such over use of sugar leads to health problems such as obesity and diabetes that we are all aware of. Again this doesn’t seem like the coke lifestyle the ad is promoting.



In order to show the public all these things that the Coca Cola company doesn’t want them to see, I have designed an anti-ad that shows how unhealthy coke really is and also demonstrates that Coke is not part of an adventurous, care free lifestyle. In my new ad there is an empty bottle of coke lying on its side on the ground, its contents have formed a pool around the base of a tree and as a result the tree is dead. It has none of the vibrant colors or living parts that the original ad conveyed. Instead of being white the background of this ad is a vibrant spring-time scene with lots of color and living trees. There are also groups of people enjoying nature. All of this is in the background in order to directly attack the original ad’s assertion that a coke-less life is a worthless life. My background shows that not only are these things possible without coke but they are actually more likely without it. The foreground of my ad also directly attacks the main values of the original ad, showing the viewer that coke is far from the source of life and happiness but is actually poisonous and harmful to life. The color of the tree and the new coke bottle are almost entirely black and grey, these colors contrast strikingly with the vibrant original ad and are designed to symbolize death and decay as a result of the coke while all the vibrant life remains perfectly safe in the background far away from the spilled coke.
Across the top of the ad I have changed the slogan so that it now reads “Spring into a life without Coke”. By doing this I’m hoping to reverse the target audience of the original ad from people who don’t drink coke to people who already drink a lot of it. My ad is therefore not just appealing to the same audience but is actually attacking the Coca Cola company’s main base of consumers, urging them to change their ways and put down the coke, go outside and experience all the wonderful things that life really has to offer because in the end Coke can’t give you any of it. In this way I have preserved the original values of the ad by urging people to change for the better and to suddenly immerse themselves in a new and happier lifestyle, the difference being that I point out with my ad that coke is actually the opposite of these things and not their source.
We all hear about how unhealthy Coke and other soft drinks are on a near daily basis, so much so that I personally have become completely desensitized to this vital information. My hope is that by preserving the main value of change and by including the shocking imagery of the tree killed by the coke I will be able to get through to others like me who have stopped paying attention and show them that life will be happier and more fruitful if they embrace a life that does not involve coke.
Works Cited:
“Nutrition Labels.” The Coca Cola Company. The Coca Cola Company. Web. 17 Nov. 2009
“Are Health Factors the Real Reason Behind Coca-Cola’s New Labels.” fitsugar. fitsugar. Oct. 2 2009. Web. 17 Nov. 2009

Ricardo Hinds


Joshua Mehler

Sex Sells

Businesses have taken different approaches towards making advertisements with the intention of grasping one’s interest in their product. One such company that has arrived at different strategies is an organization by the name of People for the Ethical Treatment for Animals (PETA), with its rather peculiar ways of manipulation.

A quick image search for PETA returns a striking result that follows the same pattern. Almost every advertisement that is featured contains a different attractive female model wearing little to no clothes. After examining each of these commercials one can argue that PETA’s aim was to primarily use sex as a means to get their message across in these advertisements. These ads were created to follow a central theme, which revolved around their strong belief that we as fellow citizens should refrain from killing animals for the use of their fur. An ad in particular that seemed to stand out was one that discouraged wearing animal fur of any kind. A swift glance at this poster is enough for one to see that its purpose was for you to focus in on Nia Long, one of the many naked models PETA uses in their campaigns. The setting is quite unusual and a bit exaggerated, as you would not normally see a model in her birthday suit with her legs wrapped around a pole on an ordinary rapid transit railway system. In addition, the background seems to be somewhat dimly lit, while she strangely has a lighter glow about her. Despite the rather glamorous approach PETA chose to take on this topic, they were successful in teaching me more

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about their primary mission statement. Prior to analyzing these advertisements, I had developed my own assumptions and generalizations of what PETA was all about due to their reputation.  Initially, because of their rather radical standpoint on issues, it seemed to me that PETA’s main audience were meat lovers and their primary purpose was to convert as many people to vegans as it would help save animals. However, nowhere in their mission statement, which can be found on their about page, is that even confirmed; not to mention they seem to be more concerned about another particular audience in their crowd. Judging by the use of a bare female model in this ad as well as many others, the targeted group is clearly males in general. This strategic approach proves that the people behind PETA did their homework before spending millions of dollars on campaigns and advertisements. In 1992, The Yankelovich research organization conducted a market research study which claimed that “of the 12.4 million people [in the US] who call themselves vegetarian, 68 percent are female while only 32 percent are male.” The gender difference amongst vegetarians is quite significant, meaning over twice as many more women practice this diet than men. PETA fully recognizes this hitch and seems to understand that the most successful way to solve it is likely to be nothing else but to use the old “sex sells” logic. It is hard to track the influence of their advertising techniques on the general population without conducting a study similar to the one by Yankelovich right before the formation of PETA and another today. Nevertheless, a visit to the organization’s website gives you an idea of just how large it really is. Right away they make apparent that they have many celebrities

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supporting the organization. Also, their about page boast that “with more than 2 million members and supporters, (PETA) is the largest animal rights organization in the world.”

There is no doubt that Nia Long in nothing but six inch heels is the focal point of this ad, however several other aspects prove to be considerably important in getting the message across.  The ad is abundant in detail and contains many objects, including a newspaper that is purposely held right in front of her breasts. After taking a closer look, the headline reads “People in the Know say ‘No to Fur’”. There is also a small sign posted on the door that has the word fur being crossed out. In addition, one of the graffiti on the roof is also the word “fur”. Evidently the main message here is that we should find other alternatives instead of using fur products.  The image in the background that caught my attention the most was the one placed right above Nia, which featured a small picture of a man appearing to swing an object at a defenseless seal in its environment. The inclusion of this image suggests that PETA’s advertisement was quite recent since this very problem was in fact investigated and criticized on the news just last month. In an article by the Huffington Post, PETA even goes as far as comparing Canada’s seal slaughter to American slavery. Similarly, PETA also decided to incorporate a quote from Martin Luther King, Jr. at the end of their video titled State of the Union Undress saying “Injustice anywhere is a threat to justice everywhere”. This quote, coupled with the reference to slavery, suggests that PETA believes animals need to be treated well as if they were human beings like us. What this means is that they want us to know that animals have rights too and those rights should be reinforced better.

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In addition to the several images and mini posters found throughout PETA’s advertisements are written texts that actually serve an even larger role in presenting their aspiration. Right next to the image of the seal clubbing is a statement that reads “wear fur, share the blame”. The manipulative technique PETA is now using is trying to make the audience feel guilty for their actions; a mentality approach. The point of this quote is to simply make people believe that by wearing fur they might as well be that same hunter massacring those poor, innocent, seals in which the furs came from. More obvious however is the large, bold, white and red letters across the middle of the advertisement that state “I’d rather go naked than wear fur”. Once again these words are also strategically placed to help cover up Nia’s other private area, which is where eyes may tend to drift first. Also, the text at the bottom of the ad tells us to be comfortable in our own skin and let the animals keep theirs. This can be misleading since Nia, along with the other models this organization uses, may be getting paid a fat sum to do their job as a model; not to mention we can’t be entirely sure they are living their lives as nudists. At this point PETA seems to be exaggerating quite a bit since we all know that although this theory may be ideal for the animals, it’s just not a rational solution.

As alluring and glamorous as PETA seems to make itself look, different sources say otherwise about this organization. One in particular, “PETA Kills Animals”, has a very strong opposition towards them as you can judge from their name alone. Created by the nonprofit organization Center for Consumer Freedom (CCF), they claim to uncover the real truth about PETA and have photos to prove it. PETA itself wants to look good in the eyes of their audience

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and accomplishes that by letting people know just how much they care about the animals. One way they go about doing so is taking adoptive approaches for animals that do not have a home. However, an article on CCF’s website exposes the reality of the matter and it is not one that is positive. The detailed statistics show that of the thousands of animals PETA received in that given year, only about twelve percent were actually put up for adoption. It also reveals that almost all of the remaining animals that were not adopted were simply put to sleep. In response to this shocking decision, PETA’s president Ingrid Newkirk complained that the cost of keeping them was more than killing them. Clearly, they’re priority is money for that matter, which makes them no different from the food industry.

With that said, I have created an anti-ad that exposes PETA and its actions. Although it’s possible that PETA’s strengths and motives can far outweigh its dark side, their advertisements nevertheless do not shed light on the evils of the organization, but rather glorify everything they stand for. With the use of clothes less models and bright colors, PETA advertisements capture people’s attention and automatically give them positive feelings. This is why I made the decision to create a darker and more sinister like image for an anti-ad. It features a tackle-box based on a real “death kit” containing deadly drugs and syringes that was actually used by members of PETA. The text used in my ad directly criticizes the way they handle animals that need a place to live. It is reported that an overwhelming amount of animals die each year at their hands because they simply put them to sleep after a certain time. I wrote the statement “We Love Animals If They’re Not Our Problem…” in accordance to how the sources depicts PETA to highlight the hypocrisy and contradiction found between them and their ads.

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PETA has proven to have very radical approaches to controversies, and they show their uniqueness in the advertisements they make. The advertisement featuring Nia Long about being “Comfortable in your own skin” and others similar truly show how sex sells and can sometimes cause the viewer to only see the glamorous side.

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Works Cited

Natural Isn’t Always Healthier

Simone James


Josh Mehler

Natural Isn’t Always Healthier

What comes to mind when we think of the word natural? The first thing that comes to mind would probably be foods that are healthy for the body without added flavors like high fructose corn syrup and preservatives. Tobacco is probably the last thing that comes to mind. However, the Santa Fe Natural Tobacco Company claims that natural tastes better, especially their 100% additive-free natural tobacco with “no chemicals, flavorings, or preservatives.” The product that I am referring to is an advertisement for Natural American Spirit cigarettes.

The Front Page of the ad

The ad itself is very inviting with both warm and cool colors like rich browns, bright yellows and baby blues. These colors make the ad seem mellow even though the product that they are advertising isn’t a mellow subject. When you take a look at the text in the article, you will realize that the word natural is typed in the largest font and it stands out because the company wants it to be the main focus of the advertisement. The words one-hundred percent additive free also seem to imply that the product is safer then smoking regular cigarettes, and that it doesn’t have the same health risks associated with smoking. However, as I flipped the advertisement over to see if there was any additional information on the back, I noticed that the company mentions that despite the non-additive properties in their cigarettes, that “does not mean a safer cigarette.” The company is attempting to differentiate their product by making it seem as if natural tobacco is safer than smoking regular cigarettes; however, smoking any type of cigarette is dangerous because they are all addictive and if smoked excessively can lead to a shorter life span than non-smokers.

The Back page

When you follow the link on the ad to the products website and click on the link called responsible marketing policy, the company mentions “our advertising is simple, straightforward, and information-based, with the goal of educating smokers about our natural tobacco products.” However, the last sentence on the page reads “we don’t encourage non-smokers to start smoking, nor do we encourage smokers to smoke more.” These statements completely contradict each other because although they mention on their site that they aren’t encouraging people to smoke or smoke more, they are sneakily trying to appeal to both a non-smoking and a smoking audience in their advertisement, which is misleading and unfair.  

On the right side of the ad, the company has included three similar and smaller “pass it on” ads that can be torn off of the original ad and given to friends, or anyone else that is interested in their cigarettes; therefore, the Santa Fe natural tobacco company is attempting to increase the number of people who will be introduced to the product, and the amount of smoking customers. This definitely shows that cigarette companies have no respect for the well-being and health of their customers, especially if they want people to pass on information about their harmful products in order to increase their revenue. The company is also offering two $10 gift certificates that can be used towards products of greater value. The coupons are also included on the three smaller pass it on ads. Sadly, this is a great marketing strategy because in order to get elastic customers (or customers who can live without your product) to try your product instead of another similar brand, it helps to offer incentives like coupons and gift certificates. The “pass it on” aspect of the advertisement proves that the statements made on the company’s website regarding not encouraging non-smokers to smoke, and smokers to smoke more are false. Although the company makes these claims, the addictive aspect of cigarettes will keep those who smoke coming back for more. Not only is the Santa Fe Natural Tobacco Company passing on information about their product, but they are also passing on illness and death to their customers, whether they are aware of it or not.

According to the Center for Disease Control and Prevention (CDC), over 440,000 people die every year due to cigarette smoking. Second-hand smoke is defined as “a complex mixture of gases and particles that includes smoke from the burning cigarette, cigar, or pipe tip (side stream smoke) and exhaled mainstream smoke.” It is also responsible for causing heart disease, lung cancer, and sudden infant death syndrome. It contains about 250 chemicals that are known to be toxic and more than fifty that can cause cancer. In addition to the few risks that the ad already mentions, smoking also causes other types of cancers, chronic bronchitis, and pneumonia. The ad says that smoking may complicate pregnancy, but it fails to mention that in the United States alone, maternal smoking is defined as the most important determinant of both perinatal death and low birth weight. According to Dr. David M. Quadagno in the department of Biological Science at the Florida State University, maternal smoking has been linked to “infertility, spontaneous abortions (miscarriages), ectopic pregnancies, low birth rate, placental irregularities, infant deaths, and long-term effects on the physical, emotional and intellectual development of the child” (33). The more cigarettes smoked during pregnancy, the smaller the weight of the baby will be at birth, and less than 5.5 pounds at birth is not considered healthy. Not only does the advertisement fail to list all possible risks of smoking, but it doesn’t give the complete truth about some of its risks, therefore, it is the responsibility of the consumer to educate themselves on certain products and whether or not they should try them. Also according to the CDC, the warning labels on cigarettes will be both revised and strengthened by October 2012, and the warnings for the products will cover the top fifty percent of the front and back panels on cigarette packaging. However, until October 2012, cigarette companies will still be able to include their risks in a way that makes them seem irrelevant, similar to this ad which mentions only a few health risks associated with smoking. These are conveniently located on the back of the flyer.

As mentioned earlier, the company also claims that their advertising is “information based, with the goal of educating smokers about our natural tobacco products.” However, if they strive to educate smokers, then one would assume that they would include the types of ingredients found in their natural tobacco on their advertisements. After examining the ad and searching the website (as much as possible without being able to log in due to my age) I wasn’t able to find the ingredients of the natural tobacco products listed anywhere. Due to the missing ingredients, I find the companies claims of 100% additive-free natural tobacco to be slightly suspect, especially since they either forgot to include the ingredients or did it purposefully, the second assumption being more reasonable due to the sneaky tactics of tobacco companies.

In my anti-ad, I chose to highlight those exact risks of smoking that cigarette companies prefer to locate on the back of their advertisements, in my hopes of veering people away from the addictive and harmful properties of cigarettes. Advertisements like mine would cause potential smokers and current smokers to think twice before they smoke their next cigarette, and hopefully be overcome with enough guilt to resist the temptation if they are addicted. On the front page of my ad, in the center of the document are the words “natural tastes better… especially with hints of…” and a picture of healthy vegetables. At first glance, the person looking at the advertisement would think that the ad is about vegetables. However, when they take a closer look at the ad, they will realize that the words surrounding the vegetables don’t make any sense, which will draw them towards the ad. Around the center are the health risks of smoking, in a large, bolded, and italicized font which will bring attention to the harmful effects of cigarettes. On the back page of my ad are the words “have you ever dreamed of looking like this?” Underneath the text is a picture of a smoker’s diseased, blackened lungs and underneath this picture is text that reads “if so, then try some 100% addictive free tobacco! It’s guaranteed to make you smile,” with a picture of a smokers yellow, decaying teeth underneath it. Not only does my ad focus on what smoking may cause, but it also highlights how smoking affects the body physically and destroys the body internally. The pictures of the smoker’s lungs and teeth are intentionally included in my ad because they are very graphic and since textual warnings aren’t as effective, then maybe graphic warnings need to be implemented on cigarette warning labels so that smokers are constantly reminded of the harm that they are causing their bodies to endure. It’s easier for people to ignore text than it is for them to ignore pictures.

Front page of anti-ad

Back page of anti-ad

Along with many others who are passionate about this issue, I would argue that products that are harmful to the body should be against the law to advertise unless they inform their customers about all of the health risks associated with smoking. Even though it is the consumer’s job to educate themselves on the products that they buy, everyone doesn’t have the resources to educate themselves on issues regarding health; therefore, those with a vast amount of knowledge regarding cigarettes should share their information with as many people as possible. One company that has made it their goal to educate the public on the effects of cigarettes and the harmful ingredients found in them is called truth. This company has spent a large amount of money to advertise their commercials on television. In their commercials they set up interviews in which they ask people if they have what it takes to be a tobacco executive and in the interviews they ask multiple questions that the people have no idea how to answer. Once the commercial is over, the person watching is left to reflect on how ridiculous the tobacco industry and tobacco executives really are. The website even has a link to their Factory (emphasis on the fact) which includes as list of tobacco related facts. The factory mentions information like toluene is an ingredient found in both cigarette smoke and dynamite, and other shocking facts about the ingredients found in cigarettes. According to data, this company was responsible for 300,000 fewer youth smokers in 2002. This shows that they are effective in their efforts of educating the public on “Big Tobacco” (their name for the tobacco industry).

Since the tobacco industry is not likely to die out anytime soon due to the large number of addicted smokers, I think that they should at least include steps on how to quit smoking, or provide links to companies who could aid in the process on their packaging. If these companies could show a little more concern for their customer’s health and well being, then maybe they would receive a little less complaint about their deadly products. I find it unfortunate that the tobacco industry advertises their products in such an alluring and successful way that draws millions of people a year into their traps. According to the truth website, tobacco products killed about 5 million people around the world in 2006. Although I can’t argue that the media is forcing consumers to try harmful products, it does seem to depict those products in a way that makes them seem less bad, especially when they don’t include all of the health risks of smoking because this makes the product more appealing than it would be if they included a longer, more detailed list of health risks instead. If something isn’t done about the way that the tobacco industry advertises their products soon, then the lives of many smokers will be at stake.

Works Cited

“Facts.” American Legacy Foundation. N.d., Web. 16 Nov. 2009.

Quadagno, David. Human Reproduction Lecture Manual. Plymouth, MI: Hayden-McNeil Publishing, 2009. Print.

“Responsible Marketing Policy.” Santa Fe Natural Tobacco Company. 18 Nov. 2009. Web. 18 Nov. 2009.

“Smoking and Tobacco Use.” Office on Smoking and Health. 18 Nov. 2009. Web. 18 Nov. 2009.