According to the course text, it is best to look at ads that are at odds with our contemporary opinions as this helps differences in assumptions to be more readily apparent (Croteau, Hoynes, &, Milan, 2012). Following this guideline an infamous ad campaign was that of the Marlboro Man (Tobacco.org, 2011). I can remember as a child seeing the Marlboro ads on the backs of magazines. To me the denotation was always very simple. I saw a cowboy, rigid, hardworking, and smoking a cigarette. In fact as a child the cigarette was always the thing I overlooked in the picture. I was mesmerized by the cowboy, the rough, tough, free cowboy I longed to be.
The connotations of a picture are more open to interpretation because they are based on the observers age, gender, social class, race, religion, etc. (Chandler, 2008). Again, at a young age the ads signified the type of man I wanted to be. These men had no stress, they were enjoying life, riding horses, they were outdoors, and they were wealth...
... middle of paper ...
...or the ads are anything but attractive.
Capps, L. (2007). Poisonous in pink. Retrieved from, http://www.washingtonpost.com/wp-dyn/content/article/2007/10/11/AR2007101102065.html
CDC. (2011). Lung cancer statistics. Retrieved from, http://www.cdc.gov/cancer/lung/statistics/
Chandler, D. (2008). Semiotics for beginners. Retrieved from, http://www.aber.ac.uk/media/Documents/S4B/sem06.html
Croteau, D., Hoynes, W., & Milan, S. (2012). Media/society (4th ed.). Thousand Oaks, CA: Sage.
NPR. (2002). The Marlboro man. Retrieved from, http://www.npr.org/programs/morning/features/patc/marlboroman/
Stop Smoking. (2011). Why do people smoke? Retrieved from, http://www.stop-smoking-updates.com/quitsmoking/cigarette-cessation/understanding-cigarrete-fumes/why-do-people-smoke.htm
Tobacco.org. (2011). Ads. Retrieved from, http://www.tobacco.org/ads/
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