Emotional Branding
13 years ago
Our Class
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For this advertisement, Newport Cigarettes are trying to persuade to their audience, the consumers, that smoking a Newport is pleasurable. Their questions they are asking the audience is why bothering smoking if it is not enjoyable. They use this image of the family located around the fire and all comfortable together to gain into the family aspect appealing to the emotional affects of the consumers. Newport is playing on the logo's of their consumers by using the question at the bottom of the page, stating that their cigarettes are the only pleasurable cigarettes. This also refers to the consumers about smoking other cigarettes, saying if they are not enjoyable to smoke then why would you bother smoking the competition's cigarettes. The font of the Newport brand is very large and in white located at the top of the page to draw your eyes to it. The image is located in the middle of the page, to draw your eyes to the attention to the middle of the advertisement. The Surgeon general's warning is located in the bottom left corner of the advertisement to kind of hide the warning statement the government makes you put on the ads. The font of the warning is much smaller and in a professional font. The pack of cigarettes is located near the bottom of the picture as you look from the top of the advertisement you see the product they are trying to sell to their consumer audience. The marketing directors of Newport use the cool color of the light green similar to the color on the packaging used on their box of for their cigarettes to create that similar reference for others to remember Newport by.
ReplyDeleteThe image has a straight on view of what looks like, if you look closely, two couples maybe. But from far away it almost looks like a family. The one girl is kneeling down, so she could be viewed as a child. At first when I looked at it I thought that it had every person they were targeting for cigarettes which are adults, women, young adults, and children.
ReplyDeleteI feel like the picture is supposed to appeal as a pleasant time around the campfire with friends. They all seem to be smiling, or smirking in a happily fashion. And by being in cold weather around fire could propose a way to look as if Newport's will warm you up with the burning and smoke.
People could also interpret the image as the fire is alive and burning, which is a pleasure in cold weather, relating this situation with the cigarettes. Poster kind of looks like the cigarette box, which helps the audience remember what it looks like too. And I like how every cigarette box, add, or commercial puts the surgeons warning the smallest it can legally be in a corner somewhere. If it was bigger, people would second guess the product.
After looking at this advertisement for a short time, several things began to catch my eye. First the fire in the bottom of the image, I think it attempts to portray a sense of warmth with the image. Also, hanging out around a fire with friends is something most people have done before, which allows a sense of acceptance of the advertisement. The advertisement targets late teen, to early adult age individuals, both women and men. The angle is from a distance, to allow a complete body shot of the individuals, as well as incorporating a foreground that is consumed by the fire. All individuals in the advertisement are looking at the camera, although all from different angles and heights.
ReplyDeleteThe picture depicts two couples around a fire a fire. They look very content and like they are being pleasured. They are out in the cold and the fire brings them happiness. The ad is comparing the fire to cigarettes. Newport is saying how cigarettes compare to the fire. The fire is nice, warm, and can make you happy. It is almost like the fire is a necessity. Newport is advertising that cigarettes are just like a fire when it is cold outside. They say a cigarette is pleasurable and brings people together and makes them feel happy. The camera view is looking right into the faces of the people. They want you to see the people smiling and enjoying themselves. The actual people are looking directly into the fire and it makes them feel warm inside just like how they want to feel while you are smoking their cigarette. The camera view is a closeup and the fire blends in with the people making them look like the people and the fire are one.
ReplyDeleteThis ad uses very strong imagery. The fire overlapped upon the people directly correlates with the harmful effects of smoking to me. It makes me think of how every cigarette burns a little piece off your life. The main image is centered inside of a green background the flows from top left to bottom right.
ReplyDeleteThe people in the image seem to be friends. It's possible that the men might have a romantic relationship with the women. This sorta implies that cigarettes can bring people closer together. The fire in the photo might represent the warming feeling that people get when they light up a Newport. Aside from matching the box color, I think the solid green background could represent the mintyness of the menthol.
ReplyDeleteThe first thing that stands out to me in this photo is the that the people are behind the fire. They look as though they are on fire themselves. The angle of the photo does not help with the message. The sitting woman is barely seen. A better angle, from above or the side, rather than straight on, would provide better access to the characters in the advertisement.
ReplyDeleteTo me, this ad almost seems counter-productive. I would say that the people are hiding behind the fire, and the cloud of smoke surrounding them is taking over the entire photo. This has a negative connotation. For one, who wants to stand in a giant cloud of smoke? The whole idea seems rather unpleasant. Also, why are the people in the ad not smoking at all, but having a bonfire? Personally, I love bonfires, but I don't associate them with smoking.
The tag line is too small, I think, and it's a stretch to tie bonfires and smoking together with the idea of "pleasure". It doesn't help sell the ad.
A positive point to this ad is the large title and photo of the product. I could tell right away what the advertisement was boasting, and the name of the product jumped out at me.