Week 3 EOC Tobacco Advertisement

·       1. Determine the scenario: What happens in this frame? There is a woman that looks like she’s laughing happily. Her clothing and accessories look luxurious and she is holding a slim Capri cigarette between her fingers.

·       2. What is the setting? What are the conditions? There is no real setting, she takes up the whole frame and is the subject of the ad. She feels at ease and happy when she has a cigarette. It makes her feel rich and sophisticated.

·       3. Who are the people or groups? The person being photographed is a woman, who looks like she is in her early/mid 20’s.

·       4. What is their point of view around this specific experience? The cigarette company’s point of view about this ad is that smoking slim cigarettes makes women feel like women: sophisticated, beautiful and luxurious. This ad released in 1987.

·       5. What are their goals? Their goals are to make women who smoke feel different than men by providing a sleek stylish cigarette to go along with their lifestyle.

·       6. What are their assumptions? What are their perceptions? Their assumptions is that women who see this ad will want to buy these cigarettes based on the lifestyle they are basing it on in the advertisement.

·       7. Are there conflicts? Is there cooperation? Technically, there is a conflict in the ad. The cigarette its self isn’t healthy for humans and they clearly post it on the ads. Consumers still participate knowing the affects of smoking.

·       8. What are the outcomes? The outcome is trying to get Capri noticed and popular by women so they can share the same experiences with the women in their ads.