In 1940s America was a very different place. Smoking was not only accepted as a common pastime but also considered a good habit. Although there were some studies linking smoking to long-term health problems, these were very rare and far between. The habit was still much more common at that time. RJ Reynolds Tobacco produced a pro Camel Cigarette Ad in 1946. While it looked like a normal ad, closer scrutiny revealed that the ad featured elements such a doctor to create a subconscious feeling that Camels could be beneficial to the consumer.
The ads’ aesthetics make it a medium in which producers highlight specific features of their product and use misleading imagery to sell the product. The doctor is the main focus of the ad. His presence creates comfort and falsely implies that Camel cigarettes are beneficial. You would assume, as a consumer, that doctors believe it’s okay to smoke Camel cigarettes. It almost seems that the doctor prescribing Camel’s to consumers is the doctor’s job. The ad also features a description of the study and its results. The results are displayed on a simple black background with white text. A pack of Camels is also featured alongside the blurb to show consumers what Camels look like and remind them that they are viewing a Camel ad. The ad also features a female reference to her “T-Zone”, a term used to describe a make-up product that’s aptly reapplied in order to sell cigarettes. The ad is very simple and appealing to people who don’t intend to analyze it further. The doctor you see in the ad could be described as “typical wise men”. His wrinkled face and greying hair indicate that he is old. His age would suggest that the doctor has been in practice for some time. He is also an experienced physician, which would add more credibility to his claims. Comparatively, the doctor’s drawing is more detailed than that of the other woman in the ad. His skin is smoother and has more definition. It also adds to the idea that this doctor is an experienced doctor. A text bubble accompanying the doctor describes him as “one among the busiest people in town” as well as “a scientist and diplomat”, which are all positions with influence towards the consumers. If the effects of the cigarette are being considered, a scientist might have a valid opinion, while a diplomat can help with logistics and cigarette sales. However, a sympathetic person’s advice is helpful when someone is just seeking advice. The doctor is used in the ad to make the average consumer feel comfortable, understand, and believe.
Camels cigarettes are being promoted in the ad. The Camels brand is shown in several eye-catching spots to draw. The doctor holds one cigarette in his hand. It is not marked Camel, but it is drawn so that it stands out from the background. The contrast between white cigarette smoke and the coat of the doctor, despite him being dressed in a white coat, is striking. In the tagline, “More Docs Smoke Camels Than Other Cigarettes”, the name Camel is mentioned again in large letters below the image. However, the tagline also supports the claim doctors are being used in order to persuade consumers to purchase cigarettes. – Note the bolded word “M.D.” – but it also shows that Camels, while being promoted, are secondary. The “Camel” cigarettes are again featured in the advertisement’s text blurb. The Camel cigarettes, now marked with a special Camel label, stand out against the background. The ad, which is primarily focused on camels, highlights them as something that doctors might recommend with their thoughtful and informed opinions.
The ad also features a mini-ad in the lower right corner, which is part of an attempt to expand their market. The mini-ad depicts a woman with a cigarette. It is used to market cigarettes to women. The ad’s message is “Your T-Zone will Tell You/Tfor Taste/Tfor Throat ” which refers to a term that is commonly used among women who use makeup. In an attempt to link smoking and improper makeup application, the TZone is moved down in the ad. Although it might not seem like much, the mini-ads emphasize the fact Camel’s won’t harm your throat.
Camel cigarettes’ ad uses the false pedestal on which many doctors place their opinions to market their products to a wider audience. Although the ad dates from 1946, the consequences of smoking are well-known in the modern world. Camel cigarettes were advertised in this ad. This may have helped to change society. This idea could be combined with the notion that people who bought Camel’s from doctors may have developed distrust in doctors as a result of the negative effects of smoking.
RJ Reynolds Tobacco Company’s Camel Cigarette ad relies on doctors’ trustworthiness and their power to promote their Camel cigarettes. The 1940’s ad uses smoking cigarettes as a pastime and relies on doctors who have experience to market and sell cigarettes.
