Opinions

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= = =**Chic Smokers or Deadly Chokers?**= Lexie

Have you ever been influenced by an advertisement to buy a product you did not need? Of course you have; advertisers know how to reach the heart of the public. With colorful pictures and attractive models, it is impossible to ignore such an extravagant display.

In the 1920s, advertisement exploded onto the marketing scene. One of the most influential products sold were cigarettes. Astoundingly, sexy women and catchy labels were not enough to satisfy the appetite of a die-hard advertiser. Techniques such as bright colors and plausible arguments defied the public’s perception and persuaded them to purchase an item of consumption hazardous to their health. Smokers were portrayed as successful, glamorous, sexy, fun-loving, athletic, and patriotic people, causing consumers to become obsessed with the product. Although enticing, smoking often raised the question of health problems. Doctors and physicians were used in commercials to convince the audience that there were no health effects associated with cigarette smoking. News flash, smoking kills.

The first modern cigarette was sold in 1913 with the prominent phrase, “The Camels are Coming!” Joe Camel was irrefutably the highest publicized cigarette model among the 20s and his reign has continued to strive to present date. This lounge lizard offers a cool and collected attitude in the advertisements, encouraging people from all ages to acquire cigarettes of all brands. Advertisers use a technique known as brand-stretching; the act of using the name, colors, and logo of a cigarette brand on other products that do not have advertising restrictions in order to increase sales. Lucky cigarettes were responsible for introducing a new type of cigarette to the scene; mild. Claiming that they expel throat irritation, Lucky sales rocketed.

During the 1920s, our country—along with France and Britain—was announced victorious after World War I. As a result, patriotism struck the nation by storm. Photographers included pictures of navy seals, marines, and army soldiers smoking cigarettes in order to create the image that smoking was patriotic. With the country under advertisement control, cigarette consumption increased an 11½ per cent, grossing in at $155,963,752—the largest difference in financial sales to date.

According to recent news, the death toll for smoke related deaths has accumulated to over 400,000 premature deaths annually. Unfortunately, magazines continue to indorse smoking products buy displaying numerous ads grasping the public eye. However, advertisements have been created to inform people of the serious health conditions correlated with smoking. Modern television stations, such as MTV, influence smoking teens to quit. Using live examples of tobacco victims, cigarettes sales have begun to decline with the hope of vanishing all together. No more vague assumptions, the truth is exposed.