Monday, January 23, 2012

Assignment 1: Image Analysis


This is an ad for Newport cigarettes. According to Wikipedia, Newports are a popular brand of cigarettes among African Americans and has become popular with teens and young adults well. Known to have a full menthol flavor but not compromising the tobacco flavor, Newports appeal to the consumer for so that they could "Enjoy a full flavor menthol, without drowning pure tobacco taste".

The image depicts a club or a concert where there are many young, hip, somewhat attractive looking people dancing. In the focal point there is a couple (also very attractive looking), dancing and looking at the camera in a very carefree and happy manner. Although the woman is posing effortlessly, she is engaging the viewer with her eyes while the man watches her. The advertisement reads, "Newport Pleasure! , Fire it up!"

This advertisement seems to be aimed towards a younger audience, citing the myth of American night life. For men, it gives the idea that one can have a carefree and fun life with lots of friends and women surrounding them (seeing that only the women in the background are easy to see). For women it gives an idea that they could be the object of a man's desires, while they enjoy life smoking their cigarettes. In general, the ad depicts them as being the life of the party because they smoke Newports.  Not only the people in the photo, but the color scheme of the advertisement gives the viewer that the product is refreshing and affordable. The warning label is in a very dull, flesh color and written in small font so that the viewer could over look it.

4 comments:

  1. I think your analysis really captured the essence of what the ad was trying to do. The atmosphere, camera angle, couple, expressions, text, and colors all center around pleasure and youth, the target audience. However, my eye was more so drawn to the surgeon general's warning, which I think very amusingly contrasts with the ad, so I'll have to disagree with you on that. However, I definitely think hey did try to draw your attention away from it, especially with the bold font at the bottom.

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    1. I agree that the contrast does bring your eyes towards the warning. For me I just saw the ad first and then my eyes naturally drifted towards the warning. Thanks for the comment!

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  2. Hey, I did a cigarette ad, too! They're hilarious. Anyway, I think you've summed it up here nicely. Cigarette advertising will always be doing battle with the Surgeon General, you can tell because the colors are always trying to distract from the big white box reminding you about all the monoxide you're enjoying.

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    1. Thanks for the comment, Eli! I'll check yours out as well :]

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