Right away you get his idea that if you smoke Merit cigarettes, you"ll be awarded with happiness. Along with this very happy young man, to the side of him you see all kinds of prizes such as radios, sunglasses, and a sports bag. They simply imply that if you smoke Merit cigarettes, you"ll be rewarded with great taste and prizes too. Free stuff always catches the attention of the young adult. There is not that much text on the page which is good because the average person does not have time to read every little advertisement. Most people read an advertisement because it catches their eye or they like the picture. The only other item that sticks out on the page is the surgeon generals warning, in the bottom left that says smoking causes cancer and may complicate pregnancy. The whole ad suggests that if you smoke Merit you will be happy and possibly look as good as the gut smoking in the picture. At the bottom, there is actually a carton of cigarettes with the slogan "You've got Merit" beside them, which says this is actually worth smoking. A teenager relates to this and gets ideas of happiness and you even get free stuff. With the model wearing jeans and everyday clothes, one may assume that this product is for the average person and you"ll look cool or in style while smoking this product. Even though the magazine targets young readers, there is no mention in the ad that the product is for those 18 or older. Of course, why would they cut out potential customers with a small phrase like age limits? They try to limit their text because they know that a picture is worth a thousand words.
Another ad featured in this magazine is Skoal. This product is sold as cut tobacco in chew pouches. This ad has a one-page spread featuring a full picture with very few words. It is a nature scene with rolling water and a forest in the background. It depicts two young men climbing a rocky cliff carrying their kayaks out of the water.