• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Camel; The Turkish Jade.

Extracts from this document...


Camel; The Turkish Jade. Escape into another realm, to foreign place of freedom and relaxation. Feel the freshness of air and be awoken by a gentle kiss of a mistress. Surely everyone of us want to experience this kind of illusion, however advertisements put forth by advertisers fill our heads with these images to make us want these products which in fact satisfy our needs and desires. Jack Solomon in Masters of Desire: The culture of American Advertising, said that "American's consumer runs of desire, constant desire for social success and rewards, so in fact companies manufacture status symbols because American consumers want them," (Solomon). Camel Corporation is trying to do just that, by increasing its sales and brand loyalty by targeting young male generations and introducing the idea cool with their newest menthol flavor cigarette. When someone refers to Camel cigarettes first thing that comes to mind is its consistent logo "the Camel." Camel logos are simply symbols that represent the product, and symbol of American culture. ...read more.


The colors and the background imagery of palm trees and the seductive women perhaps symbolize a foreign setting getaway (to take time off) to stand and truly fill the "pleasure to burn," sensation. I found this particular ad in the MAXIM magazine, which targets younger male readers. Advertisers have to make sure that the product they offer is targeting the right consumers groups. It would be silly to advertise a new body kit for a car in a women's based magazine since the car body kits usually attracts male consumers. On the other hand it is very common to see images of women for example in men's magazines advertising products that appeal to men, same with men in women's magazines advertising women products. This is surely done because this drives our desires that such a way. We are simply attracted to the opposite sex, that why it's common to see women images portrayed to attract male audience. Young seductive women are portrayed in this Camel ad to attract certain male consumers. ...read more.


Semiotically, what matters is the signal it sends its value as a sign of power." This idea of feeling cool can be translated as feeling fresh, and simply what Solomon says to look further then the cigarettes and to look at the individual himself. In high school for example to fit in and be cool students would often smoke. This might be the idea Camel Corporation is sending to the consumers. If you want to be cool and fill cool simply smoke Camel cigarettes and you will have your wants come true. To promote sales and brand loyalty Camel Corporation targeted young males with the sexy figure of seductive women, and promoting the coolness with the newest menthol cigarettes. This is clearly what consumers want and will see because this kind of socialistic behavior satisfies our desire and our want in our society. At the end it is clearly obvious that objects itself don't really matter, since ultimately they disappear behind the owner, and the value as a sign becomes very evident as a power symbol. As advertisements continue to appear American life will reflect the culture witch has it self-chosen illusionary concepts over the reality. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. American Women as Consumers

    The average American woman contributes to half or more of the household income. Fifty-six percent are in charge of handling their families' day-to-day finances (www.ewowfacts.com, 2002). This percentage is higher than ever before and has risen significantly from the 33 percent it was just a decade ago (Schiffman and Kanuk, 2004).

  2. Market Audit for Camel Cigarettes/RJ Reynolds

    Their market share has steadily increased since 2000 and RJ Reynolds currently has 5 of the top 10 cigarettes sold in the United States. Camel cigarettes currently offer over 50 varieties although the exotic blends have come under recent criticism because of the alleged marketing to children.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work