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. Symbols as Solomon says "are signs that identify their possessors place in a social hierarchy, markets of rant and prestige," (Solomon pg-33). I clearly agree with Solomon, I think that ads of symbolic nature like Camel (Camel) associate between the product and what it brings to the consumer that it's addressing.
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As consumers, we usually tend to see a complementary massage that comes together with the logo. This message becomes an imprint in our mind and we tend to associate this message with the product (logo). "Pleasure to burn," is the consistent message that in my mind is associated with Camel cigarettes. The clear connection to the need for pleasure that we discussed in class is stated in this message, and is geared toward consumer wants and desires. Our human nature drives us to fulfill our needs and desires before anyone else's to fill complete and happy.


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