Link of Pic
1. Determine the scenario: What happens in this
frame?
This ad shows that a baby is asking his mom to smoke cigarettes and his mom always enjoy smoke and never feel over-smoked.
2. What is the
setting? What are the conditions?
It has a simple backdrop, giving all the attention to the baby and the pack of cigarettes.
3. Who are the people or groups?
I believe female and house wives are their main target is because house wives back in the 40s were super bored. They normally smoked a lot everyday.
4. What is their
point of view around this specific experience?
The point of this ad is to sell more cigarettes to female smokers especially house wives.
5. What are their
goals?
As we can see from this ad we found out this type of cigarette is designed for female smokers and after smoked many cigarette you will never feel over-smoked. The ad is also trying to tell us the second-hand wont hurt baby that much. ( The author strongly disagree on this)
6. What are their assumptions? What are their perceptions?
Back in days females love smoke cigarette so we are talking about a female friendly cigarette vs all kinds of cigarettes but designed for males.
7. Are there conflicts? Is there cooperation?
There are many conflicts against this ad such as is this healthy for female to smoke a pack cigarettes a day? Is it okay to smoke in front your kids? Absolutely not!
8. What are the outcomes?
The ad of Marlboro is absolutely a shame if we see something like this in now days, pretty sure back in the days too. The outcomes were more likely to be useless for their business.
© Shang Gao 2012
