Societal Conformity and Advertisement of PALL MALL Cigarettes
Sloan Wilson did not publish The Man in the Gray Flannel Suit, a classic on 1950's middle-class conformity, until 1955. But, by July 1953, PALL MALL cigarette advertisers appear aware that "society seemed to reward those who lacked rough edges and eschewed eccentricity" (Blum 794). This conclusion seems justified by a TIME magazine advertisement. Here, these promoters apply this conformity principle and other advertising techniques to a specific socioeconomic group. They seek to lure the expanding male, middle-class audience by presenting indecorous fun, an enticing social situation, and smooth smoking delight all stemming from their product.
The advertisement's rich red coloring immediately strikes a viewer with exciting and salacious overtones. The red lettering, border, cigarette package, and swimsuit all emphasize social and physical pleasure. The other colors' absence only strengthens the red coloring's implications.
Prominent curving lines support the coloring's implied connection between enjoyment and the product. The foreground woman's curvaceous waist, chest, shoulders, hair, and cheeks give the scene a fun and lively feeling. Further in the background, the other women's similarly curved bodies also emphasize the cigarette's fun. Even the arching beach umbrellas portray such a feeling. Finally, the small boat's billowing sails, pushed by the wind, show excitement and pleasure, an appeal directly to the intended audience.
Other aspects strengthen the advertisement design's sexual appeal. The foreground woman's strapless swimming suit, highlighted in red, is the most notable example. Her chest prominently resides above horizontal boxes in both th...
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...by asserting, "PALL MALL gives you a smoothness, mildness and satisfaction no other cigarette offers you."
Of course, the audience need not accept the text's promise of pleasure. They can easily see that PALL MALLs bring happiness. The picture clearly shows that all middle-class white males frolicking on beaches with beautiful women carry PALL MALL cigarettes. After all, the advertisement's fun and sexy appeal, its enticement to social enjoyment, and its portrayal of the brand's pleasures certainly imply that PALL MALLs bring social happiness. Then again, cigarette advertisers notoriously ignore tobacco's detrimental effects, but who has time to consider negatives when viewing such an appealing scene?
WORKS CITED
Blum, John, et al. The National Experience: A History of the United States. 5th ed. New York: Harcourt, Brace, Jovanovich, Incorporated, 1981.
Kinsella, Kate , Colleen Stump, Joyce Carrol, Kevin Feldman, and Edward Wilson. The American Experience. California ed. Monrovia, California: Prentice Hall, 2002. print.
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1. Buchholz, Ted, ed. The National Experience: A History of the United States. New York, Harcourt Brace Jovanovich College Publishers: 1993
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