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Camel; The Turkish Jade.

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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.

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