Part I
a) T'he claim of this ad is that Capri cigarettes will take you away to a better place. The ad says "She's gone to Capri and she s not coming back, "which implies smoking Capri cigarettes will take you somewhere and you won't want to come back. The evidence of this clam is the picture, a woman is in paradise walking away deeper into the scene. The name of the cigarettes Superslims is also making a claim to women. In our society they are constantly being pressured to maintain a certain physical appearance which is suggested bySuberslims.
b) This ad suppresses the health concerns ot cigarettes and their effects on the human body. The tar and nicotine ratings are in white writing over a multicolored background and in very small print. Even upon close inspection it is difficult to pick out this information. The Surgeon Generals Warning is quite pronounced and easy to read but should be discounted to some extent because it is actually part of the ad. this warning is required by and written by the Surgeon General and was not intended as part of this advertisement.
2. a) This ad appeals to a viewer in a dissatisfied or frustrated psychological state. Capri cigarettes are going to take you away from all your problems to idyllic dreamland shown in the picture.In Masloian terms it appeals to the need for self actualization. It shows someone finally taking control of their lives and this is leading them to a better place from which they will not return. The writing of the ad contains an implied dissonance. She's gone to Capri must mean she came from somewhere/something else which was not as pleasing or satisfying. This displeasure or dissonance is resolved when she smokes a Capri cigarette and is taken to paradise.
b) The emotional message takes us from desire for something more to fulfillment and status. The woman has run away to an exotic getaway where we would all like to be.
c) The images of this ad are quite effective at changing our emoional state. The ad is grainy and fuzzy, giving it a "dream like" quality. The only part of the ad that is not fuzzy is the cigarette box and the writing. The lighting goes from very dark behind her to bright and inviting where she is walking toward. The product is also shown in bright colors and in front of her. The name Capri is also significant to the image. Capri is a beautiful island getaway off the coast of Italy. The ancient island contains beautiful villas and views that are very romantic and fairy tale like. This comparison to Capri gives the product social standing and emotional ties similar to the place. This picture could very well be from Capri with the architecture and flora shown being very similar. A woman walking alone in a white dress down a flower covered walkway gives a narrative or story to the reader. The fuzzy photo quality along with the satting makes it look like a romance novel. Her attire is much to elaborate to be for her own comfort so a romantic interlude seems to be just around the corner. Ail of this just for smoking a Capri cigarette.
3. a) The credibility is established by the friendliness of the scene. The pastel colars and peaceful satting are non-offensive and friendly to the viewer.
b) The carefree and relaxed appearance of the woman suggests that this placeis as friendly as it appears.
4. The symbolic content of the message is the fairy tale explained earlier. The woman is taken away to this dream like paradise. She walks alone down the flower covered path in all of her slim beauty until she meets her lover and she is swept off her feet. She's going to Capri and she's not coming back. She may have been an overweight secretary at the iocal Jiffy lube but now she is slim, beautiful, and living a dream.
5. This ad uses a childhood fairy tale told to ail the little girls to seli a cancer causing, disgusting, and smelly habit. If she smokes Capri cigarettes she will become thin and attractive. Her life will be like a dream of viiias and flowers and fancy dresses. She can escape to this fantasy and never come back. This ad marginalizes the contrasting truth about smoking cigarettes. The will not improve any one's life or make them more attractive. In fact they have tired the lives of millions into nightmares with Emphysema, Lung Cancer, and Heart Disease. The Surgeon General Warning in the corner loudly proclaims the real truth about cigarette smoking.