Advertising/Research

Advertising has become a major part in modern society and we have all now become adapted to how it plays a part in our lives, so we had a brief look into it and just tried to think about how and why some of the techniques used are.

Back in the 80's, Cigarette advertisement was a common thing and it was quite clever to see how adverts were made for different audiences. The 'Marlborough' brand is obviously aimed at men - it features a Cowboy with a Cigarette in his mouth, in quite a male stance. The back and muscles are quite henched to make it seem more aggressive and a lot of shadows are used on his face to make him look a bit more mysterious. The idea of the advert is that 'real men' smoke (Marlborough cigarettes) and sort of drives a pressure towards men to purchase their products. It's quite similar to Clint Eastwood who is an inspirtation to men due to his 'hardass' attitude and is possibly based upon Clint Eastwood or even most Western Films as the main characters usually smoke and always have a hardass attitude too.

Silk Cut Cigarettes went for a different approach to appeal to females (possibly because the Male consumers was being very cashed at the time). Instead of using butch and muscular imagery, it went for a smooth and simple approach. Using silk for the ad was relevant to the brand name and a good choice as Silk is very commonly referred with females and the idea of a Cigarette made of Silk probably appeals to a lot of female smokers. They also cut a line through the silk to refer to the Silk Cut brand name and also to have a subtle reference to something else related to females.

We also discussed why certain adverts would be appeal to males more than females and vice versa which was quite interesting.