1. The argument is obviously to buy Chesterfield cigarettes.
2. The audience would be American men.
3. The company is using art to target their audience in many ways. As most advertisements do, this one appeals a lot to ethos. The picture is of a pretty, smiling girl who is offering the audience cigarettes on a platter. She looks so friendly and happy holding them that the audience can only assume these cigarettes will make them happy too. The clincher is the slogan "Do you smoke the cigarette that satisfies." It seems as though they are trying to make the point that not only will these cigarettes satisfy you, but so will this woman (or one who looks like her) if you buy these cigarettes. The woman is leaning toward the audience, as if to say 'come and get these cigarettes AND me.' Ethos could be a factor, depending on if this brand was well known during this time period. Logos is not utilized very much. For its' audience I think this argument is sufficient. They know they will be satisfied if they buy these cigarettes and that is what they want. The argument is definitely typical, because it is simple. Nothing is too crazy, it's all about the cigarettes and the woman. Men are often targeted using women, so it is obviously an effective strategy. As for accuracy, who knows if what they're saying is true? Will this cigarette really satisfy the people who buy it? That's quite a claim that is never really addressed (although that is hard to do in a simple picture). I am not sure if the argument is too relevant, since a lot of it hinges on this girl, but we have already seen that having girls in the picture is an effective strategy, so it doesn't really matter if her being there is relevant or not. It works for what they want to do. The advertisers knew their audience well.
4. I think this argument is pretty effective. It is very simple, but the audience is probably satisifed with the information they are given. These cigarettes=satisfaction+women.
2 comments:
I think it is also interesting to note the absence of smoke. They have the woman, the cigarettes, yet nothing to remind the viewer of any of those less than favorable circumstances that accompanies the smoker. Good break down of the image, though you could go a little more in-depth on logos.
Why the compass printed on her hat? It seems kind of odd.
Was there a more specific audience that was being addressed?
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