EOC Week 3: Find a tobacco advertisement & 8 basic steps

·         1. Determine the scenario: What happens in this frame?

·         2. What is the setting? What are the conditions?

·         3. Who are the people or groups?

·         4. What is their point of view around this specific experience?

·         5. What are their goals?

·         6. What are their assumptions? What are their perceptions?

·         7. Are there conflicts? Is there cooperation?

·         8. What are the outcomes?

This woman is in a pose position, as if on a cover of a magazine, she is happy and showing her white teeth through her smile. There is no particular setting other than a colored backdrop. She is dressed very fashionable though you can not see her entire wardrobe, you know she is stylish, perhaps the “It Girl”. This can be supported by the fact that she is the only one in the advertisement, rather than being with a group, so there is no confusion that she is the main focus.

This advertisement provides a point of view that she is in the know with beauty, health and fashion, so she must be in the know about these cigarettes. The goal is to market to this kind of girl or the girl who wishes to be her. In order to be this happy, go lucky, fashionable girl, you must smoke misty cigarettes too!

The perception this provides is that the Misty cigarette girl is hip and in tune with the culture. This causes conflict because as we now know, cigarettes are not healthy and can have a negative impact on your overall look. It can cause wrinkles to the skin, teeth to yellow and other dire effects to the internal body, which is now common knowledge.

In today's society you can barely find a cigarettes ad, which is incredible and I love everything about it. Instead we are seeing anti smoking advertisements. The advertisement are straightforward and blunt, sometimes making the viewer cringe. 

This generation can be the generation that stops smoking all together, with only about 3% of smokers in the generation. When you Google cigarettes advertisements, you are given a bunch of old washed out ads, that in itself says something!

Though we know about the dangers of cigarettes now, there was a time when cigarettes were advertised as good and healthy. That is no longer the case. Even in the 90s, when Misty was popularized, the cool girl wanted to smoke and if she did she appeared to be cool and in control. In the sitcom Sex and the City the main character Carrie Bradshaw smokes and she was the socialite of her time. Though Sex and the City launched in the late 90s, it still had that 90s aura and feel. So we can make the connection between cigarettes and the stylish it girl; the two, at the time went hand in hand.