The distinctiveness of Camel no.9 (pink and black campaign) has swayed the youth especially girls of age 12 to 16 according to the statistics found in Pediatrics. As you can see in the magazine ad, it is bordered by hot-pink fuchsia or minty-green teal that specify independent flavors complemented by the flowers around the cigarette packs with ‘light and luscious’ as their fancy slogan. This cigarette brand has definitely embedded femininity on it which creates an ideology for young teens.
David Howard stated that this ad was geared only for adults since Tobacco companies took part of the 1998 Master Settlement Agreement as to exclude kids as their target audience. However, according to Cheryl Healton (president of anti-smoking group the American Legacy Foundation), she asserted that this cigarette brand has far more appeal to younger girls.
This ad is very much persuasive itself because initially, Tobacco Industry aim was only to convince smokers to switch brand. In spite of this, it has drawn in non-smokers as well.
Co-author John Pierce of the Moores Cancer Center at the University of California-San Diego.
“Being able to remember a tobacco ad shows that kids are taking an interest in cigarettes. Non-smoking teens who can name a favorite ad are 50% more likely to begin smoking than other kids.”
Rhetorical scholars had lean closer to focusing on style rather than the content. From what I can deduce, Tobacco Company is trying to target a wider audience with its subtle argument. The inductive argument of its slogan, style and smart packaging all contributes to a hidden agenda that says “It’s more than just a cigarette, it’s all wrapped up nicely, cool and hip just for you, so take a puff.” This is also known as enthymemes.
