If cigarette advertisements were trying to sell the benefits of tobacco, they would inform the audience that smoking cigarettes gives people bad breath, makes their clothes stink, increases their risk of cancer, etc. Obviously the marketers of cigarettes don't take that approach in their advertisements. The marketers sell the steak (cigarettes in this case) by selling the sizzle "what appeals to consumers "that smoking cigarettes enhances sex appeal and boosts your self-image. Let's look at how two brands of cigarettes, Camel Cigarettes and Salem Cigarettes, appeal to two different groups of consumers. Camel Cigarettes advertises in GQ to target smoking or nonsmoking men and Salem Cigarettes uses Cozmopolitan for smoking women. .
The ad for Camel Cigarettes in GQ targets smoking or nonsmoking men. The advertisement shows a cocktail waitress in the ad who looks seductive and has an alluring sex appeal. Men aren't going to buy Camel Cigarettes because of the quality of the tobacco, but rather because of the image they see themselves projecting by smoking Camel Cigarettes. The cocktail waitress looks directly into the eyes of the audience and appears to be screaming out for sex. Her make-up is vivid and bright, and she is seductively draped in diamonds. The image projected by the diamonds tells the audience .
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that if you smoke Camel Cigarettes you will be considered "Rich and Classic."" Her physical features make her stand out and catch the eye of the male audience. The woman has blue eyes, is dressed in blue, and rests her arms on a blue bar with a blue background. The colors in this ad are very vibrant which grab the attention of the male audience. In front of her, boxes of Camel Cigarettes are spread out; however, she is not smoking any of them at all but trying to allure men with her sexual features. The phrases "Rich and Classic,"" "Mellow Turkish,"" and "Exotic and Indulgent- surround the cigarette boxes.