The ad I've chosen is for a cigarette brand called Natural American Spirit. When looking at the ad, the first thing your eyes are drawn to is the big text which reads "MADE WITH ORGANIC TOBACCO", "GROWN ON AMERICAN SOIL " and "100% ADDITIVE-FREE NATURAL TOBACCO." Clearly, it's very important that you know Natural American Spirit is made with organic, all American tobacco. The imagery of the ad supports that message, as it shows a pair of hands offering you two packs of American Spirit among a handful of dirt. As if to imply that this cigarette brand is so natural, it was dug up from the soil itself. "Organic" has become more of a selling point than a descriptor in advertisements within the last decade. Consumers now are always under the impression that organic means the highest standard. This ideology also applies to the drug industry as seen in this ad. Organic tobacco must be the best alternative, right? However, while the ad itself presents organic tobacco as the better choice among its competitors, it still contains a surgeon general's warning, as well as disclaimers that …show more content…
Natural American Spirit is trying to break the mold and distance themselves from the dangers of smoking. Many cigarette ads assume that you already know the risks of smoking, but will choose to smoke anyway. Therefore, their primary advertising goal is to make smoking look cool, health risks be damned. American Spirit, however, is attempting to sell itself as an organic, natural brand of cigarette. Aside from the obvious imagery and text on this ad, the more subtle ways of doing this are by only referring to American Spirit as tobacco. Even the cigarette box only uses the word tobacco. It's not an organic, additive-free natural cigarette, it's an organic additive-free natural tobacco. The only place you see the words cigarettes on this ad are in small text on the upper left corner, and on the health warnings on the