Take me back to a time before the television, and wireless internet; a time when lung cancer was so rare it was confronted as a once in a life-time oddity. A time before the popularization of smoking tobacco. In the 1940’s cigarettes were recognized as the leading cause of lung cancer in America, however it did not cause a drop in the sales for the product. This was due to the incredible marketing strategies created by cigarette companies as they established their own name-brand poison. One strategy created by cigarette companies was the extensive use of advertisement, in most forms of media, which would appeal to the audience's needs within their own personal lives. For example, newspapers, televisions and even public transits featured an…show more content… This ad featured a man seated on his motorcycle, with his female partner standing next to the side cart; while seated on the motorcycle, the man is lighting his cigarette. The advertisement reads that only Camel can offer this type of satisfaction, while also providing a warning from the Surgeon General who stated, “smoking is dangerous to your health.” At first, the disclaimer is almost unnoticeable, because the audience’s attention is directed to the smoldering advertisement. Through this, Camel fulfills the need for affiliation, by portraying all users as people of style, while also overshadowing the health risks. The need for attention and affiliation were not the only appeals cigarette companies used within advertising. Companies would commonly appeal to the need for autonomy. This type of advertisement was focused more on men, and created the ideology that smoking sets you apart from the crowd. Marlboro had an ad in the 1970’s that appealed to the need for autonomy by advertising a cowboy smoking a cigarette, while sitting next to his horse. The use of this imagery produces feelings of a simpler time, a time when a man was able to be his own man, and had the freedom to pursue any lifestyle he
