Camel Cigarette Advertisement Analysis

Camel Advertisement
The advertisement for Camel cigarettes appears in the February 2015 issue of Popular Mechanics magazine. Prominently displayed in the middle of this full-page ad is a pack of Camel cigarettes. The line “Since 1913” has an eye-catching effect caused by the off-white colored font and blue background found on the pack of cigarettes. The ad uses a mahogany background, which helps make the predominantly off-white colored pack of cigarettes the main focal point of the ad. Camel uses its signature Coffin Nails font when displaying the brand’s name in large text centered at the very top of the ad in capital letters. Right under the arc created by the brand's name is the statement, “MARK THE MOMENTS.” In the upper left side of the ad, objects appear blurred making it unclear what they are. Half of a harmonica is visible as the other half is under the pack of cigarettes propping the pack up at a slight angle. A small image of a camel resides next to the line “TASTE IT ALL.” At the bottom left-hand side of the ad, a white text box appears with a warning from the Surgeon General. To the right of the warning placing it in the bottom center of the ad is the word “Cigarettes.” The ad tries to persuade readers to buy

This advertisement purposefully blurred particular objects so much that they are ambiguous while simultaneously displaying the brand name Camel prominently and in sharp focus no less than three times. In addition, two images of camels are clearly visible. The line “Since 1913,” which is located directly on the pack of cigarettes is also quite hard to miss. Camel seems to be trying to build credit by showing readers how long they have been in business. Smokers tend to be loyal to their favorite brand of cigarettes. The character appeal is also noticeable in the line “Taste it all,” which suggests that Camel cigarettes are flavorful and, therefore, superior to other brands of