Camel Filter Cigarettes Ad Analysis

This vintage print advertisement is a 1979 print ad by Camel for their Camel Filter cigarettes. Camel is a cigarette company that has existed for over a hundred years and originated in the United States of America. Their Camel Filter cigarettes had a style of their own, introducing a fashionable cigarette in its time and a rich, fine quality essence. The conscious message of the advertisement is directed towards men, as identified in the caption, to provide them with a “rich warm flavor”, “smooth even taste”, and “solid satisfaction” from their Camel Filter cigarettes. During the time period of the 1970’s and 1980’s, jobs were still male-dominated, and oftentimes men were the primary breadwinners. Thus, Camel used this fact to their advantage,

At first glance, the advertisement seems quite normal; a day at the beach, a man smoking his cigarette on his stylish motorcycle, attracting a young lady. One thing to notice is the lady’s bright orange shirt, which makes her stand out in the background, though what is her purpose in the advertisement? Adding women is a common advertising technique to invoke a sexual appeal to a product, yet how may this apply to a cigarette ad? Well, just like how the tip of a cigarette is also orange, having the woman wearing the same color can allow the consumer to create a connection between the two. Colors have a strong influence in business, and the color orange symbolizes fun, emotion, and adventure. Not to mention, one of the positive meanings of orange is its ability to stimulate the senses, most of which stem from the id and the unconscious mind. Since the lady is present in the image to provoke a man’s sexual desires, and the cigarette’s purpose is to alleviate the man’s stress, the company attempts to associate the feeling of sex with cigarettes, and how they both can make you feel at ease and provide satisfaction. This may also explain the act of smoking after sexual intercourse as it relaxes the

The obvious motivation of Camel through this print advertisement is to refine their cigarette by improving its quality and class, while allowing men to cope with their anxiety. However, it is scientifically proven and evident that smoking is toxic for one’s health, yet why do people still do it? The nicotine found in tobacco is what makes smoking addictive, and this addiction is what Camel is promoting, which is represented even through their own branding. A camel may symbolize a personal journey and “just like the camel that does not complain or stop on its journey,” it suggests that the consumer should also apply this outlook in their life. It essentially proposes that once a man begins his cigarette addiction, he is encouraged and unconsciously persuaded to become addicted. Since this may be the motivation behind the company itself, purchasing their products alone, even without a glimpse of this print advertisement, can influence addiction, and will consequently lead to an overconsumption of their cigarettes. As mentioned earlier, smoking can feel like a reward for one’s success and accomplishments, and this may serve as a reminder to a man every time he smokes his cigarette, thus boosting their ego and satisfying their id. With all that in mind, effective advertising is essential to grasp consumers and keep them longing for more, simply by targeting ads towards a specific audience